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Sensory Marketing

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This presentation explains why brands must use senses to involve consumers, and h

This presentation explains why brands must use senses to involve consumers, and h


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  • 1. SENSORY MARKETING CREATING THE MULTI‐ CREATING THE MULTI SENSORIAL EXPERIENCE SENSORIAL EXPERIENCE Pedro Ferreira Professor of Consumer Behaviour Portuguese Institute of Marketing Management
  • 2. BACK TO BASICS… OR NOT?
  • 3. FIRST ASSUMPTIONMost brands don’t use more than one ortwo senses when building/communicating their identity
  • 4. Where it all starts starts… Stimuli Sensation Perceptual encoding(exposure)( ) (five (fi senses) ) (process of meaning attribution) ( f i tt ib ti ) Sight See Sound Ear Odor Smell Flavour Taste Texture Fell
  • 5. Sensory Importance10080 5860 45 41 3140 2520 0 Taste Sight Smell Sound Touch Source: Brand Sense by M. Lindstrom
  • 6. Loyalty Impact Score 1920 13 10 8 710 0 Taste Smell Sound Touch Sight Source: Brand Sense by M. Lindstrom
  • 7. SECOND ASSUMPTIONThere are many unexplored sensory stimuli
  • 8. SEEING
  • 9. “Content is not king if no-one’s looking” Ivan Clark, former Managing Director at Kinetic
  • 10. SHAPE…
  • 11. DEPTH (3D)… ( )
  • 12. AUGMENTED REALITY REALITY…
  • 13. OPTICAL ILLUSION ILLUSION…
  • 14. HEARING
  • 15. Abercrombie and FitchTM uses loud upbeat music with a heavy bassand eliminates gaps between tracks, creating a youthful nightclub-like nightclub likeatmosphere in its teen focused clothing shops
  • 16. In the 1970s, IBMlaunched a silentl h d iltypewriter that wasrejected b users who felt j d by h f luncomfortable with thenew quiet machine. i hiResult? IBM addedelectronic sounds to l i dreplace the natural noiseit hadi h d worked to eliminate k d li i
  • 17. Harley-DavidsonTM has tried topatent its raucous roar
  • 18. SMELLING
  • 19. The Smell and Taste Institute found in a study that 84% ofrespondents were more likely to buy a p of Nike trainers in p y y paira scented room compared with a non scented room
  • 20. Where it all started...
  • 21. Creating a sense g of well-being...
  • 22. Olfactory logos......and others have andfollowed and willfollow such as LadyGaga
  • 23. Olfactory logos...Katy Perry’s new CD cover smells like cotton candy y y y
  • 24. Olfactory logos...Kate Perry’s new CD cover smells like cotton candy y y
  • 25. Strange olfactory logos...
  • 26. THIRD ASSUMPTION Brands need to explore several senses andvarious stimuli in order to create a positive and deeper consumer involvement – the multi-sensorial experience h l l
  • 27. A study by Millward Brown & M. Lindstrom shows that the number of senses appealed to are correlated with the perceived value of the product
  • 28. A case of multi-sensorial experience
  • 29. Sight: plane interior design appeals to the airlinecolours and sense of sophistication
  • 30. Sight: flight attendantswear a Christian Lacroixdesign uniform inspiredin the French flag-carrier
  • 31. Sound: the carrier introduced Air France Music, a selectionof rare and exclusive pieces of music played on b d it f d l i i f i l d board itsaircraft (also available on social networking websites)
  • 32. Taste: Air France has brought afresh, contemporary new touch toits gastronomic meal service, a boldand original menu elaborated bythree famous Michelin-starred Michelin starredChefs
  • 33. Scent: all aircrafts are scented with a unique fragrance. Flightattendants also use a perfume with the same fragrance.
  • 34. FINAL MESSAGE… AND BACK TO BASICSEverything consumers experience is the result of sensory stimuli stimuli. If we have 5 senses why not use them?

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