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Sensory marketing: the experience through the senses

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Presentation made at University of Beira Interior for MBA students

Published in: Business, Career

Sensory marketing: the experience through the senses

  1. 1. SENSORY MARKETINGthe experience through the sensesthe experience through the senses Pedro Ferreira Professor | Investigador IPAM – The Marketing School | IPAM Lab
  2. 2. EXPERIENCE
  3. 3. 100 0 10 20 30 40 50 60 70 80 90 1 1980 1 1981 1 1982 1983 1 1 1984 1 1985 1 1986 1 1987 1 1988 1 1989 1 1992 1 1993 1 1994 1 1995 1 1996 1 1997 1998 1 Marketing 1 1999 2 2000 2 2001 2 2002 2 2003 2 2004 2 2005 2 2006 2 2007 2 2008 2 2009 2 2010 Scientific Publications about Experiential 2011 2Fonte: Proquest/ABInform
  4. 4. C hi f hiefE xperientialO fficer
  5. 5. Experience = interaction with the phisic world
  6. 6. THE IRONY OF A SENSELESS EXPERIENCE…
  7. 7. Importance of Senses100 80 58 60 45 41 31 40 25 20 0 Taste Sight Smell Sound Touch Source: Brand Sense by M. Lindstrom
  8. 8. Brand Loyalty Impact Index 1920 13 10 810 70 Taste Smell Sound Touch Sight Source: Brand Sense by M. Lindstrom
  9. 9. Importance of Senses for Marketers100 78,4 80 60 40 20 6,8 6,8 8,1 0 Tacto Visão Olfacto Audição Fonte: Profissionais de Mkt e os Sentidos, IPAMLab
  10. 10. TRIANGULAR CONCEPTUAL APPROACH EXPERIENCE NEURO SENSORY EXPERIENCE BASED MARKETING
  11. 11. SEEING
  12. 12. “Content is not king if no-one’s looking” Ivan Clark, former Managing Director at Kinetic
  13. 13. SIZE (WILL ALWAYS) MATTER…
  14. 14. SHAPE…
  15. 15. DEPTH (3D)… ( )
  16. 16. AUGMENTED REALITY REALITY…
  17. 17. OPTICAL ILLUSION ILLUSION…
  18. 18. TOUCHING
  19. 19. Touch, experimenting, possessing…
  20. 20. SHOWROOMING…SHOWROOMING
  21. 21. Many people resist to the digital revolutionbecause they lack the experience oftouching paper
  22. 22. HEAVY/SOLID/ROBUST = IMPORTANT/QUALITY
  23. 23. Hardness equals quality…
  24. 24. Warm sensation promotes confidence…
  25. 25. LISTENING
  26. 26. ADVERTISING The classic… The association of music to a message in g advertising facilitates brand awareness PLAY ME!
  27. 27. ATMOSPHERICS Classical music will increase the quality sensation of a wine cellar (Areni & Kim, 1993) or a tea house (North & Hargreaves, 1996)
  28. 28. A fast-tempo music will push the customer to leaveearlier. A slow music played at l li l i l d low volume will i l ill increasethe time and the moneyspends i id d inside(Roballey & Ali, 1985; Milliman, 1986)
  29. 29. Clients will eat faster and consume less with a loudvolume and fast tempo music (Roballey & Ali, 1985; Milliman, 1986)
  30. 30. In a point of sales customer adopts his walk speed sales,according to the tempo of the music (Smith & Curnow, 1966)
  31. 31. Abercrombie and FitchTM uses loud upbeat music with aheavy bass and eliminates gaps between tracks, creating ayouthful nightclub-like atmosphere in its teenfocusedclothing shops
  32. 32. JC P PenneyTM adjusts its music selection, playing more L ti dj t it i l ti l i Latin American music in stores with a high percentage of Hispanic customers Hi i t
  33. 33. PRODUCTSIn the 1970s, IBM launched asilent typewriter that wasrejected by users who felt j yuncomfortable with the newqquiet machine.Result? IBM added electronicsounds to replace the natural pnoise it had worked toeliminate
  34. 34. Harley-DavidsonTM has even tried toHarley Davidsonpatent its raucous roar
  35. 35. Rice KrispiesTM have the classic p“snap, crackle, pop,” but didyyou know the crunch of theKellogg’s cornflake wascarefully developed in sound y plabs?
  36. 36. AUDIO BRANDING PLAY ME!! PLAY ME! PLAY ME!!!
  37. 37. AUDIO BRANDING DO YOU WANT TO DANCE?
  38. 38. SMELLING
  39. 39. A Smell and Taste Institute study found 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
  40. 40. Smells like new...
  41. 41. ADVERTISEMENTA South Korean Dunkin’ Donuts ad campaign releasedcoffee aroma when a radio ad was played.The ad is hitting three senses – visual, auditory and olfactory– with the suggestion of coffee.
  42. 42. CREATING A SENSE OF WELL-BEING...
  43. 43. Olfactory logos...Kate Perry’s new CD cover smells like cotton candy y y
  44. 44. If consumers have 5 senses why not use senses, them?
  45. 45. pferreira@ipam.ptpferreira@ipam pthttp://www.facebook.com/pedrojnferreirahtt // f b k / d j f ihttp://www.linkedin.com/in/pedroferreiraahttp://www.slideshare.net/03995

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