Sensory Marketing

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

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Sensory Marketing

  1. 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. 2. BACK TO BASICS… OR NOT?
  3. 3. FIRST ASSUMPTIONMost brands don’t use more than one ortwo senses when building/communicating their identity
  4. 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. 5. Sensory Importance10080 5860 45 41 3140 2520 0 Taste Sight Smell Sound Touch Source: Brand Sense by M. Lindstrom
  6. 6. Loyalty Impact Score 1920 13 10 8 710 0 Taste Smell Sound Touch Sight Source: Brand Sense by M. Lindstrom
  7. 7. SECOND ASSUMPTIONThere are many unexplored sensory stimuli
  8. 8. SEEING
  9. 9. “Content is not king if no-one’s looking” Ivan Clark, former Managing Director at Kinetic
  10. 10. SHAPE…
  11. 11. DEPTH (3D)… ( )
  12. 12. AUGMENTED REALITY REALITY…
  13. 13. OPTICAL ILLUSION ILLUSION…
  14. 14. HEARING
  15. 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. 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. 17. Harley-DavidsonTM has tried topatent its raucous roar
  18. 18. SMELLING
  19. 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. 20. Where it all started...
  21. 21. Creating a sense g of well-being...
  22. 22. Olfactory logos......and others have andfollowed and willfollow such as LadyGaga
  23. 23. Olfactory logos...Katy Perry’s new CD cover smells like cotton candy y y y
  24. 24. Olfactory logos...Kate Perry’s new CD cover smells like cotton candy y y
  25. 25. Strange olfactory logos...
  26. 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. 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. 28. A case of multi-sensorial experience
  29. 29. Sight: plane interior design appeals to the airlinecolours and sense of sophistication
  30. 30. Sight: flight attendantswear a Christian Lacroixdesign uniform inspiredin the French flag-carrier
  31. 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. 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. 33. Scent: all aircrafts are scented with a unique fragrance. Flightattendants also use a perfume with the same fragrance.
  34. 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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