One of the most important aspects of how sports are experienced is the things people use to experience them: the five senses. While some seem more important than others, sight, smell, hearing, taste, and touch are profoundly important to the way we not only perceive sporting events, but also to how we think about the entire experience. In his blog post, Evan Brown talks about how the senses can be used to brand experience. I’ll summarize it here, but if you want to read his entire post, you can do so here:
The most obvious sense for sporting events is sight, actually watching the game. Brown talks about how color can affect our perception, and using the right color can change how people think of your brand. One of the most important things when it comes to your brand is your logo. Sports logos are often recognizable even to non-sport fans.
Smell is often considered to be very important and has been linked to memory. It can be used to elicit positive reactions to a brand, but it can also be negative. Many sports can be conected with positive smells, and doing so can get people to think of your team whenever, they come across the smell.
When you think about attending a sport event, often you’ll think about the sounds of the game. The yelling of the players and fans, the collisions of whatever is colliding on the field, or the guy selling peanuts. One thing teams can do to set themselves apart in a sport, is the music they okay in their stadium. Playing the right music can in a way control fan’s emotional responses.
Taste is a small part of a sporting experience, but it can still affect how people perceive your organization. If you have bad food at your games it could ruin the entire experience for someone, and make them not want to come back, and having good tasting food can do the opposite.
The last sense is touch. Brown calls it the hardest to master for brands due to the prevalence of online retailers. The same can be said for sports with more events being watched on televisions and online than in person. That said, fans attending the game can be greatly affected by touch. Uncomfortable seating is the number one thing that can ruin an event for spectators.
One sense I think WVWC sports could better capitalize on is smell. When I think about any of our sports none of them bring a specific smell to mind. With smell’s close relationship to memory popular smells connected with positive outcomes could really help to boost any sport’s image.