These Details Win or Lose You Clients: Marketing Isn’t Just Online
Most Melbourne businesses think marketing is just showing up online. It’s not.
Marketing is everything a person sees, touches, hears, and even smells. These silent details decide whether clients trust you or choose someone else.
The best brands don’t leave this to chance, they use subtle, consistent cues to shape how people feel about them long before they make a purchase.
Here are examples of how global brands bring marketing into the real world, and why Melbourne businesses should take note.
Scent: Selling Before You’re Seen
Subway: You smell it before you see it. That trademark scent builds instant brand recall.
Kookai: Uses signature store scents to create a premium, memorable shopping experience.
Association: Partnering With the Right Brands
Rolex and Wimbledon: Rolex doesn’t sponsor random events. It sponsors tennis because it mirrors its brand: precise, heritage, and timeless.
Porsche: Carefully chosen brand collaborations keep it aspirational and tied to luxury.
Sound: Music That Shapes Buying Behaviour
Zara: High-energy, party-inspired playlists create urgency and trend-driven excitement, even for fast fashion.
Red Bull: Sponsors music events and DJs to make its brand feel like part of the nightlife.
Touch & Materials: Packaging as a Brand Statement
Xerjoff: Luxury colognes sold in leather-bound boxes. The packaging adds $80 per unit, but the perception of value is priceless.
Apple: Heavy, perfectly engineered packaging makes you feel you’re buying something premium before you even turn it on.
A Melbourne Example
We implemented this strategy for a viral Melbourne café. By creating a curated playlist that matched their demographic, we shifted their brand perception from “coffee spot” to “fun, social, party vibe.” The result? More hype, a bigger following, and now a second location opening soon.
What Does This Mean for Your Business?
Your website and socials? They’re just verifiers. People will look you up online, but the real marketing happens after that.
The paper stock of your brochures
The furnishings and cleanliness of your office
How your phone is answered
The music, scent, or atmosphere in your physical space
Every touchpoint either builds trust or quietly tells people you’re not who you say you are.
If you’re serious about growing in Melbourne’s competitive market, it’s time to review the details your clients notice.