Businesses are getting more and more creative in attracting customers. They’re creating strong brand connections by utilizing sensory engagement. This marketing tactic is one way to create impactful and meaningful experiences for consumers. We’ll explore sensory engagement and the power of experiential marketing in events using a few case studies. We’ll then look at how it translates into tangible financial benefits.

Let’s first take a step back and define sensory engagement in experiential marketing before we jump into the financial component. In short, it uses the five senses—sight, sound, smell, taste, and touch—to create an immersive and memorable brand experience. Thus, creating an emotional bond with the brand has proven to lead to increased customer loyalty.

In addition, sensory-driven experiences tend to be shared by attendees, both in-person and through social media. This word-of-mouth marketing can amplify the brand’s reach, as well as minimize advertising costs. It’s undeniable that a well-executed event can enhance profitability through immersive brand engagements. Below are some successful case studies.

Successful Real-world Case Studies

Case Study 1 – Sensory Engagement: Coca-Cola’s “Taste the Feeling” Campaign

Coca-Cola’s “Taste the Feeling” campaign provided attendees with personalized, ice-cold Coca-Cola bottles. Several factors contributed to the successful outcome of the campaign during the event period. Some being the visual appeal of the advertisement, the tactile sensation of holding a cold bottle, and the familiar taste of the soda. Incorporating those factors produced a noticeable increase in customer engagement and sales. You may remember the campaign, but here’s a video to refresh your memory.

Case Study 2 – Sensory Engagement: L’Oréal’s AR Makeup Try-On

L’Oréal employed augmented reality to enable customers to virtually try on makeup. Using visual and tactile elements in the experience proved overwhelmingly effective. So much so, it led to a 20% increase in conversion rates. Clearly demonstrating the financial advantages of engaging multiple senses. See how it’s done here. 

Case Study 3- Sensory Engagement: Guinness Brewery’s Multisensory Tour

A visit to the Guinness Brewery in Dublin is more than just a tour. It’s a multisensory experience that engages all five senses, whereby visitors are treated to a distinctive and immersive brand experience. Thanks to this approach, the venue has transformed itself into one of Ireland’s most popular tourist attractions. And a significant increase in revenue year after year. You can get a tour right here.

Final Word

Investing in sensory engagement is not a novel marketing strategy; it’s a proven method for driving substantial financial growth. As shown by real-world case studies, the ROI of sensory engagement in experiential marketing is a compelling reason for businesses to incorporate this approach into their event marketing strategies.

The time to embrace the multisensory approach is now. The financial benefits of experiential marketing through sensory engagement are clear. By crafting multi-faceted experiences, businesses can heighten customer engagement and build deeper brand allegiance. All translating to a lucrative ROI—while also benefiting from positive word-of-mouth marketing.

© Frias Marketing Team

Frias Agency is a full-service Event Management and Experiential Marketing Agency housed with problem-solving experts. We help brands connect with people through storytelling, engaging experiences, and digital marketing.