Marketing does not start with an advertisement. There are numerous aspects that influence users’ perception and can be considered invisible marketing.
The underlying idea is to create an atmosphere of attraction for customers that does not rely solely on direct advertising impacts, but also takes into account that the customer experience itself can help sell.
Visual elements
Various elements that may not seem relevant at first can have a significant impact on customers’ perception, even before they have gained an in-depth understanding of an organisation. Aspects such as the colours of a business premises, its decoration, the layout of the space or the feeling of cleanliness all contribute to creating an external image of the brand. Paying attention to these details helps create a more positive initial perception among users.
Olfactory elements
Scents are a very powerful way of connecting with potential customers, as they have the ability to evoke memories, sensations and emotions. The aim is for customers to associate a particular fragrance with the brand so that, when they encounter it in another context, they remember the organisation. In addition, scents can influence customers’ moods, making them more receptive to offers or purchasing proposals.
Quality of customer service
A good experience becomes advertising in its own right. Ensuring such an experience requires fast, high-quality service. Being patient with customers, offering help or simply remembering their name are not, in themselves, advertising activities, but they contribute to building the brand image. A satisfied customer can thus become another marketing channel.
Word of mouth
Closely linked to the quality of customer service is the publicity generated by customers themselves when they talk about their experience. Good service, attentive customer care and a quality product encourage customers to share their positive experience with their personal circle. In this way, and thanks to the seal of trust provided by the opinion of someone close to them, the company gains publicity and reputation without having to invest in advertising campaigns.
Thus, the ultimate goal is to build a company culture in which the atmosphere, communication and customer service form its central pillars, creating an attractive first impression among potential customers that conveys a sense of closeness and personalisation, both of which are key to differentiation and customer loyalty.
If you want to work on these aspects of invisible marketing and improve the experience your company provides, request advisory support and the Economic Office of Galicia will help you take care of every detail that contributes to your brand image.
