AMATI

& Associates

SENSORIAL MARKETING
AND THE WELL-BEING
CONSUMER

1
Well-being definition

ILLUSTRATIVE

AMATI

& Associates

Well-being is a positive reinforcement loop between wellness and...
AMATI

Rational vs. Emotional

& Associates

Well-being is not about a conscious balancing act, nor a rational connection,...
AMATI

Paradoxes

& Associates

Well-being is wellness and pleasure intertwined, in a subliminal way through paradoxes

He...
Life stages

ILLUSTRATIVE

AMATI

& Associates

The Well-being sweet-spot changes by life stage
Well-being Sweet Spot
Plea...
AMATI

How do we tap into this insight?

& Associates

By delivering Unique Sensorial Experiences, we can relate to this c...
AMATI

Don’t call it sensorial

& Associates

Sensorial - as a slogan - does not resonate well with consumers
Sensorial st...
AMATI

& Associates

AMATI
& Associates
Registered address:
ul. Pułku Baszta 4A lok. 26,
02-649 Warszawa, polska
nip: pl 5...
Upcoming SlideShare
Loading in...5
×

Well Being Consumer and sensorial marketing

550

Published on

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

  • Be the first to like this

No Downloads
Views
Total Views
550
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Well Being Consumer and sensorial marketing

  1. 1. AMATI & Associates SENSORIAL MARKETING AND THE WELL-BEING CONSUMER 1
  2. 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. 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. 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. 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. 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. 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. 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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×