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Well Being Consumer and sensorial marketing
Well Being Consumer and sensorial marketing
Well Being Consumer and sensorial marketing
Well Being Consumer and sensorial marketing
Well Being Consumer and sensorial marketing
Well Being Consumer and sensorial marketing
Well Being Consumer and sensorial marketing
Well Being Consumer and sensorial marketing
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Well Being Consumer and sensorial marketing

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What is the well-being of consumers? What is the well-being consumer? How do we tap into it through a sensorial marketing approach?

What is the well-being of consumers? What is the well-being consumer? How do we tap into it through a sensorial marketing approach?

Published in: Business, Self Improvement
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  • 1. AMATI & Associates SENSORIAL MARKETING AND THE WELL-BEING CONSUMER 1
  • 2. Well-being definition ILLUSTRATIVE AMATI & Associates Well-being is a positive reinforcement loop between wellness and pleasure I play volleyball for fun, but at the end of the game I feel good! NY Consumer Feeling well is the climax to enjoyment e.g., fun beyond instant gratification is about wellness Pleasure Well-being & Being-well Wellness activities, where possible, should be pleasurable in themselves e.g., by delivering ultimate relaxation Wellness 2
  • 3. AMATI Rational vs. Emotional & Associates Well-being is not about a conscious balancing act, nor a rational connection, nor about tension or compromise Rational Decision ý I saw the movie… Emotional Reaction Don’t take the fun out of pleasure! Consumer … I don’t eat at McDonalds’ I have seen “Super-size me” and as a teacher and a father - I made sure my students and my children also watched the movie…but that does not mean I am never eating at McDonald again! Consumer Don’t tell me what’s good or not for me! Consumer Balance is an oversold marketing buzzword ! Consumer 1) Well-being is not about rational decisions, is more of a sub-conscious process 2) Consumer reject the notion of balance and compromise 3
  • 4. AMATI Paradoxes & Associates Well-being is wellness and pleasure intertwined, in a subliminal way through paradoxes Healthy….. …. but do tell me is healthy Sense… … but not rationalized ‘Wow’… … but not overwhelming Comfortable… … but not boring Reassuring… … but not preachy Balanced compromise… … but no trade-offs Simplicity… … but not mono-functional Believable… … but not patronizing 4
  • 5. Life stages ILLUSTRATIVE AMATI & Associates The Well-being sweet-spot changes by life stage Well-being Sweet Spot Pleasure When you are young it’s just all about fun, sex, do lots of things and travel Young Consumer Before I was a dad I would play only blood and shoot games, now that I have a kid, I play with her Consumer Now our sweet spot would be about having fun, later it would be a warm home Young Consumer Wellbeing e.g., Sex & Excitement Discovery & Identity Settled Nurture & Fulfilled Spiritual & Healthy 5
  • 6. AMATI How do we tap into this insight? & Associates By delivering Unique Sensorial Experiences, we can relate to this consumer Unique sensorial experiences Recent developments in sensory-emotive branding create new standards for success. Brands are being transformed into amazing experiences. It is about how consumers interact with a product, how they feel by using the product, or even how they identify with the product David Ingersoll, VP Takasago Int 2005, Esomar From: Via: To: Features driven products Benefit driven products Experience centric products e.g., 6
  • 7. AMATI Don’t call it sensorial & Associates Sensorial - as a slogan - does not resonate well with consumers Sensorial stands for… Unrealistic expectation… Consumer …does it have anything to do with Ambient Music?? Consumer …sounds like a consulting bullshit!… Consumer Life in Motion … sounds like real estate agents overselling… Consumer …not an everyday experience… Consumer … but they like…. Experiencing the experience 7
  • 8. AMATI & Associates AMATI & Associates Registered address: ul. Pułku Baszta 4A lok. 26, 02-649 Warszawa, polska nip: pl 5213627346 url: www.filibertoamati.com 8

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