Presentatie Bas de Haan

514 views
447 views

Published on

Presentatie van Bas de Haan tijdens het State of the Art Marketing event 2013.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
514
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Presentatie Bas de Haan

  1. 1. Scent marketing 25 januari 2013
  2. 2. Multisensory Marketing• The 5 senses:• Touch• Sight• Sound• Taste• Smell
  3. 3. Brands using senses• Touch & Sight: Bang & Olufsen• Sound & Sight: Intel, Nokia• Taste & Smell & Sight: Colgate toothpaste• Sound & Sight & Touch & Smell: Singapore Airlines
  4. 4. Sensory importance• Sight 58%• Smell 45%• Sound 41%• Taste 31%• Touch 25%• Source: Millward Brown and Martin Lindstrom
  5. 5. Focus on smell• Unfiltered into right side of brain (limbic system)• All other senses filtered through left side of brain (cognitive filter)• Smell can trigger emotions, lust, memories• Main emotions: nostalgia (childhood), mood (aromatherapy), desire (Gourmet)
  6. 6. Scent applications• Printing matters• Textile• (Plastic) Packaging• Plastic beads• POP/POS (Displays, wobblers, diffusers)• Ambient scenting• E-sampling
  7. 7. Key roles of using scents• Brand briefing• Fragrance briefing• Quality of fragrance• Safety• Performance/technical skills• Best application• Panel/consumer test• ROI/accountability
  8. 8. Potential customers• FMCG companies• POP/POS manufacturers/Retailers• Printing companies• Packaging designers/manufacturers• Agencies• Hospitality (hotels, casinos, wellness)• Real Estate (offices, shopping malls, houses)• Automotive
  9. 9. Cases• Dr. Oetker• Figi Hotel• SC Johnson• Unive• Nike• Unilever Deodorants• Barilla• Red Bull• Softdrink A-brand
  10. 10. Future• More supporting data required regarding:• Fragrance selection• Performance scent diffusor• ROI/Accountability
  11. 11. Recommended Books

×