Sensory marketing focuses on engaging customers' senses to enhance their experiences. Marketers use sights, sounds, smells, tastes and touches to create memorable brand interactions and drive loyalty. Research shows the top senses for creating positive impressions are taste, smell and sound. Marketers employ sensory cues like music, scents, product textures and sounds to influence shopper behaviors and perceptions of quality. An effective sensory strategy considers the context and taps into how different sensory inputs can shape experiences.

1. SENSORY MARKETING
the experience through the senses
the experience through the senses
Pedro Ferreira
Professor | Investigador
IPAM – The Marketing School | IPAM Lab

2. EXPERIENCE

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Scientific Publications about Experiential
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Fonte: Proquest/ABInform

4. C hi f
hief
E xperiential
O fficer

5. Experience = interaction with
the phisic world

6. THE IRONY OF A SENSELESS
EXPERIENCE…

7. Importance of Senses
100
80
58
60
45
41
31
40
25
20
0
Taste Sight Smell Sound Touch
Source: Brand Sense by M. Lindstrom

8. Brand Loyalty Impact Index
19
20
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0
Taste Smell Sound Touch Sight
Source: Brand Sense by M. Lindstrom

9. Importance of Senses for Marketers
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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. TRIANGULAR CONCEPTUAL APPROACH
EXPERIENCE
NEURO SENSORY
EXPERIENCE BASED MARKETING

11. SEEING

12. “Content is not king if no-one’s looking”
Ivan Clark, former Managing Director at Kinetic

15. SIZE (WILL ALWAYS) MATTER…

17. SHAPE…

18. DEPTH (3D)…
( )

19. AUGMENTED REALITY
REALITY…

20. OPTICAL ILLUSION
ILLUSION…

21. TOUCHING

22. Touch, experimenting, possessing…

23. SHOWROOMING…
SHOWROOMING

24. Many people resist to the digital revolution
because they lack the experience of
touching paper

25. HEAVY/SOLID/ROBUST =
IMPORTANT/QUALITY

26. Hardness equals quality…

27. Warm sensation promotes confidence…

28. LISTENING

29. ADVERTISING
The classic…
The association of music to a message in
g
advertising facilitates brand awareness
PLAY ME!

30. ATMOSPHERICS
Classical music will increase the quality sensation of a
wine cellar (Areni & Kim, 1993) or a tea house (North & Hargreaves, 1996)

31. A fast-tempo music will push the customer to leave
earlier. A slow music played at l
li l i l d low volume will i
l ill increase
the time and the money
spends i id
d inside
(Roballey & Ali, 1985; Milliman, 1986)

32. Clients will eat faster and consume less with a loud
volume and fast tempo music (Roballey & Ali, 1985; Milliman, 1986)

33. In a point of sales customer adopts his walk speed
sales,
according to the tempo of the music (Smith & Curnow, 1966)

34. Abercrombie and FitchTM uses loud upbeat music with a
heavy bass and eliminates gaps between tracks, creating a
youthful nightclub-like atmosphere in its teenfocused
clothing shops

35. 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

36. PRODUCTS
In the 1970s, IBM launched a
silent typewriter that was
rejected by users who felt
j y
uncomfortable with the new
q
quiet machine.
Result? IBM added electronic
sounds to replace the natural
p
noise it had worked to
eliminate

37. Harley-DavidsonTM has even tried to
Harley Davidson
patent its raucous roar

38. Rice KrispiesTM have the classic
p
“snap, crackle, pop,” but did
y
you know the crunch of the
Kellogg’s cornflake was
carefully developed in sound
y p
labs?

39. AUDIO BRANDING
PLAY ME!!
PLAY ME!
PLAY ME!!!

40. AUDIO BRANDING
DO YOU WANT TO DANCE?

41. SMELLING

42. A Smell and Taste Institute study found that 84% of
respondents were more likely to buy a p of Nike trainers in
p y y pair
a scented room compared with a non scented room

43. Smells like new...

44. ADVERTISEMENT
A South Korean Dunkin’ Donuts ad campaign released
coffee aroma when a radio ad was played.
The ad is hitting three senses – visual, auditory and olfactory
– with the suggestion of coffee.

45. CREATING A SENSE OF WELL-BEING...

46. Olfactory logos...
Kate Perry’s new CD cover smells like cotton candy
y y

47. If consumers have 5 senses why not use
senses,
them?

48. pferreira@ipam.pt
pferreira@ipam pt
http://www.facebook.com/pedrojnferreira
htt // f b k / d j f i
http://www.linkedin.com/in/pedroferreiraa
http://www.slideshare.net/03995