Successful advertising is at the heart of attracting customers. “When ads are able to capture the essence of a desire or an envy, expressed or not, they have a good chance of being successful at persuading and selling” (Goldberg, 2011, p.117). First, it is necessary to attract the attention of the customer who has countless advertisements competing for his attention. According to Sturgess (2008), color sets the tone before the words on the ad are even read (p. 15). But how can you get the average customer to remember your ad? Fripp (2012) suggested giving customers something valuable that they won’t throw away with the company name, number, and logo on it (p.8).
Every company wants their ad or product to be heard and noticed, but when driving down the road or walking through a store isle, some ads are noticed more often then others. Though which ads are noticed can be person specific, there are certain trends that can be studied and used to the company’s advantage. It is necessary to get the customer to realize the product exists, need or want the product, and act upon that need or want by purchasing your company’s product and not a competitors. Using effective colorful ads that will apply to the customers senses will help this process for your business.
To attract more customers, your business needs to lure the customers in by all of their five senses: sight, taste, touch, smell, and sound.
To appeal to the sense of sight, for example, use colors correctly. A sign on the highway should be newly painted in red and green to give the customer a sense of Christmas. Your business should also get a slogan that gives the customer a sense of desire.
To appeal to the sense of taste, try offering complementary apple cider or hot cocoa in the fall or winter and sell cold drinks in the summer.
As resources permit, to appeal to the customer’s sense of touch, have something interesting that a customer can experience. For example, at a Christmas tree farm try offering tractor or horse and sleigh rides.
To appeal to the customer’s sense of smell, make sure the shop smells like what you want the customer to associate it with. Try making the gift shop smell like candles, or your convenience store like good food. Go to extreme measures to eliminate foul odors. No one wants to go back to a place that literally stinks.
To appeal to the customer’s sense of sound, play appropriate music. Look at your customers and try to find music that appeals to most of them. Music that is not offensive and goes with the theme of your business is great. (For example, play Christmas music at a Christmas store, and instrumental music at a gift shop.)
Appealing to all five senses will help the customers have a wonderful experience they will want to come back for every year.
Fripp, P. (2012). How You Can Attract, Retain and Extend Your Relationships With Customers. American Salesman, 57(4), 8.
Goldberg, F. (2011, March). Giving People What They Want Before They Know They Want It. Society. pp. 117.
Sturgess, D. J. (2008, August 11). A Spectrum of Missed Opportunity. Brandweek. p. 15.