Have you ever been attracted to a business by a certain smell, layout or visual stimuli? If you were, you experienced sensory branding and sensory marketing. Whether you realize it or not, you’re surrounded by marketing that appeals to all five of your senses every day. Think about what Hollister smells like when you walk passed it in the mall. That’s sensory branding.
In 2019, the importance of sensory branding and marketing within the local music industry is at an all-time high. Sensory branding is a form of marketing that is specifically geared towards the five senses and creates a relationship that connects a customer to a brand. Pairing multi-sensory techniques together will enable a customer to form a complete and personal brand image in their mind. Within the local music scene, this type of immersive brand experience stretches from concert attendee to band hospitality. Creating a personal experience from the purchase of a ticket to the production of a concert is a strategic and calculated process. The Underground by Round Guys Brewing Company specializes in creating an immersive atmosphere on a weekly basis.
If you’ve ever attended a show at The Underground, especially when there is a taco bar, take notice at the specific ambiance. The low lit colored sconce lighting, the mood music, the friendly face and attitude of the door person, the lights on the back wall and the smell of the signature taco bar from The Glenside Ale House all play a part in creating a specific, personal experience as soon as you walk through the door.
This also extends to the unique ad cards that are created every month. Each card is specifically designed with a custom piece of artwork that is visually appealing. Essentially, each card is a piece of tangible artwork that can be saved, displayed or autographed by the artist depicted on the night of the show. Each of these techniques appeal to the senses to create a physical embodiment of the brand that personally connects the venue to a concert attendee.
The relationship between brand and customer is a process that is seriously considered when planning an event and creating a marketing approach. Lansdale is a place that should be remembered. Lansdale is a destination town. The background work at The Underground is only one piece of the pie, fostering and maintaining relationships with local businesses and consumers is the other. Our marketing extends from the business to the community by way of speaking to and listening to suggestions made by business owners and customers alike. Building solid community brand recognition begins with inclusive conversation, transitioning to experience building that stimulates the five senses and then refining the process to continue to make it appealing and attractive.
For all the latest events at The Underground by Round Guys Brewing Company, be sure to check out their website and social media. The next upcoming events include an Open Mic Night tonight starting at 7 p.m., a punk rock show on Feb. 8 featuring Brick Nova, Victor Traps, Girl Science, The Vansaders and Full Bush, and a Ladies of Lansdale show on Feb. 9.
The Underground is located at 408 West Main Street (lower level) Lansdale, PA 19446.
See also:
Dead Milkmen, Live in Our Backyard
Annie Christ: Lansdale's Culture Queen
An 'Underground' Look at Entertainment in Lansdale
Deck the Walls Art Show Draws Crowd to Lansdale
Charity Punk Show Raises Nearly 100 Toys for Kids
