Sensory branding by arcade marketing europe

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Sensory branding

Sensory branding

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  • 1. The Sensory Branding June 19th, 2013
  • 2. Our five senses (Sight, Sound, Touch, Smell and Taste) help build emotion and thus remain in our memory longer. Sensory Marketing plays a vital role in customers’ purchase decision 1
  • 3. DEFINITION Sensory branding is a type of marketing that appeals to all the senses in relation to the brand. It uses the senses to relate with customers on an emotional level. Brands can forge emotional associations in the customers' minds by appealing to their senses. A multi-sensory brand experience generates certain beliefs, feelings, thoughts and opinions to create a brand image in the consumer's mind. Visual Auditory Olfactory Gustative Tactile 2
  • 4. THE ROLE OF SMELL IN OUR LIVES • The human nose can identify and recall up to 10.000 scents • Smell is 1.000 times more sensitive than taste • Most primal and direct sense, immediate impact • Up to 75% of our emotions are generated by what we smell • Olfactory cues hardwired into brain’s limbic system • Direct connection with Emotions and Memories • “Memory Markers” can stimulate vivid recollections • Even olfactory cues can cause resurrection and “experience” • Can impact information processing (smell of coffee or lemon can make us alert) • “Proust Effect” relationship between sensory stimulation and memory (French novelist Marcel Proust) • It can influence customers' emotional state and mood to make the customers more susceptible to impact customer behavior. 3
  • 5. OLFACTORY For example, some supermarkets in Northern Europe are connected to bakeries by hundreds of meters of pipeline. The pipes carry the aroma of fresh bread to the stores' entrances. The strategy works. Passers-by are struck with hunger and drawn inside the shop. A major British bank introduced freshly brewed coffee to its branches with the intention of making customers feel at home. The familiar smell relaxes the bank's customers, not an emotion you'd normally associate with such an establishment. 4
  • 6. OLFACTORY 5
  • 7. OLFACTORY 6
  • 8. OLFACTORY 7
  • 9. ARCADE MARKETING Sensory solutions from Arcade Marketing offer a unique combination of outstanding quality, customer service and program management. • • • • • Exceptional rendition quality across all product lines A portfolio of sampling solutions to serve every kind of campaign Technology that differentiates and elevates your product Solutions that optimize any channel: stores, online, direct mail Label technology that simplifies at-home distribution and can significantly lower cost • Insight into consumer behavior and trends through proprietary research • Intelligent sampling solutions that create synergy across any channel (magasines, street marketing) 8
  • 10. The Power Of Sampling Solutions Whether It’s beauty, fragrance or skin-care products, sensory samples bring products to life. Consumers are more engaged, more connected and more inclined to buy when they first test a product with an alluring sensory sample delivered in stores, in print advertising or at home through direct mail. Sensory samples help manufacturers: • Motivate consumers to buy. Increase purchase intent when consumers experience a product with a sensory sample. • Turbocharge advertising and direct marketing performance. Print ads with sensory samples can have more stopping power than the same ad without a sample. • Ignite trial. Sensory samples accelerate the path to purchase by giving consumers an opportunity to try a product before buying it. • Create excitement and break through marketplace clutter. Sensory samples may create an emotional connection to products that generate positive associations and increases the likelihood of purchase. 9
  • 11. The Power Of Sampling Solutions Sensory samples help manufacturers: • Minimize buyers’ remorse among consumers. Buyers like sensory samples because they reduce the risk of purchasing products that may be incompatible with their skin or their tastes. • Engage consumers in the home. At-home samples give consumers more time to evaluate products, while being perceived as a welcome respite from life’s daily routine. • Communicate trust. Sensory samples demonstrate that the company stands behind its products and is committed to the highest quality. • Strengthen brand. Sensory samples express that manufacturers and retailers understand consumers and are working hard to win their loyalty and business. • Accelerate word-of-mouth buzz. Sensory samples get consumers talking about your products. • Collect immediate feedback . Sensory samples offer an immediate customer response about your product that can be used to enhance the offering and its presentation to the marketplace. 10
  • 12. ARCADE MARKETING RUSSIA Stephane Philip Arcade-Europe Russia-Ukraine Mob. Russian. +7 925-004-41-90 Mob. Ukrainian + 380 66 508 09 74 Email : sphilip@acarde-europe.fr Кrasnopresnenskaya nab. 12, bureau 320 123610 Моscow Тel. +7 (495) 258-15-96 Website: www.arcadeinc.com 11