Ambiance Marketing: A multi-sensory approach to attracting and retaining clientele


by James D. Roumeliotis

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The dictionary conveys to us that “ambiance” is “the character and feeling of a place.“ A place which wants to attract the most discerning souls, should be unique and embody a complete lifestyle concept which combines a relaxed, spiritual ambiance amongst an elegant setting and decor with attention to detail. Staging an impressive, well executed upscale event, such as a product launch or promotion takes creativity, organizational skills, as well as savoir faire.

Pleasing hors d’oeuvres and drinks prepared and presented with pizzazz are complemented by soothing music which is also an integral part of the ambiance and ranges from classic music to smooth jazz or chill-out rhythms. The attractive, smiling and well mannered staff is dressed stylishly.

All of these elements combined will, undoubtedly, seduce the senses and generate good vibes along with positive memories created. This principle applies equally well to business establishments and brands and includes boutique hotels, restaurants & bars, fashion boutiques and other upscale business establishments. In marketing, a multi-sensory approach is proven to increase sales.

To be effective, the use of an integrated approach is essential across various touch points with the purpose of engaging customers.

Today, consumer purchase decisions are increasingly driven by consumers’ hearts. With ambiance marketing, a custom designed attractive setting – yet alluring with captivating style, invites customers to truly feel the brand experience by adding character. This is accomplished by connecting the emotions to a product or service, and infusing it with a tangible and intangible essence that remain in the customers’ minds.

The ambiance you create is one of your best marketing tools. The aesthetic appeal to human senses, the feel of your business and the brand you create is your image. Along with great service, it is one of the most important reasons customers will choose you over the competition.

CONTACT ME to receive a complimentary slide presentation on “Ambiance Creations: exploiting the 5 senses to attract and retain customers.”

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YOU CAN READ THE REMAINDER OF THIS SUBJECT MATTER IN THE BOOK “ENTREPRENEURIAL ESSENTIALS: UNCONVENTIONAL BUSINESS WISDOM AND BOLD TACTICS

For a no obligation FREE preview (2 chapters), kindly click here.

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3 Comments

Filed under 1, Business

3 responses to “Ambiance Marketing: A multi-sensory approach to attracting and retaining clientele

  1. Fascinating perspective, James! Given that purchase decision for consumer products, particularly upmarket purchases, are primarily emotionally based. In this light, by creating the ambiance, you are creating the ideal pre-frame for the consumer to experience the product. Brilliant approach!

  2. This is the first marketing I have read that shows an understanding of the marketing of an up-market boutique hotel. It is you the proprietor or CEO that creates the product. You and everything about the supporting staff and the environment created must be fine tuned to create this confidence. You are marketing the feeling the guest has from staying in the hotel and enjoying its ambience, that needs to be in support of his/her own self image and perceived benefits. Follow up and attention to detail is a key to this.

  3. People want to feel special and by caressing the senses they feel comfortable, not threatened and will relax and be more open. Terrific article James, thanks!

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