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Sensory Marketing
This document discusses sensory marketing and creating multisensorial experiences for consumers. It makes three main points: 1) Most brands only appeal to one or two senses like sight or sound, but don't explore other sensory stimuli. 2) There are many unexplored sensory stimuli across different senses like smell, touch, and sound that brands don't take advantage of. 3) Brands need to appeal to multiple senses simultaneously to create richer consumer experiences and drive greater perceived value and loyalty. It provides the example of Air France appealing to sight, sound, taste, and smell to enhance the flying experience. The conclusion is that marketers should make use of all the senses in their communications rather than focusing on just
Sensory Marketing
- 1. SENSORY MARKETING CREATING THE MULTI‐ CREATING THE MULTI SENSORIAL EXPERIENCE SENSORIAL EXPERIENCE Pedro Ferreira Professor of Consumer Behaviour Portuguese Institute of Marketing Management
- 2. BACK TO BASICS…OR NOT?
- 3. FIRST ASSUMPTION Most brandsdon’t use more than one or two senses when building/communicating their identity
- 4. Where it allstarts starts… Stimuli Sensation Perceptual encoding (exposure) ( ) (five (fi senses) ) (process of meaning attribution) ( f i tt ib ti ) Sight See Sound Ear Odor Smell Flavour Taste Texture Fell
- 5. Sensory Importance 100 80 58 60 45 41 31 40 25 20 0 Taste Sight Smell Sound Touch Source: Brand Sense by M. Lindstrom
- 6. Loyalty Impact Score 19 20 13 10 8 7 10 0 Taste Smell Sound Touch Sight Source: Brand Sense by M. Lindstrom
- 7. SECOND ASSUMPTION There aremany unexplored sensory stimuli
- 8.
- 9. “Content is notking if no-one’s looking” Ivan Clark, former Managing Director at Kinetic
- 11.
- 12. DEPTH (3D)… ( )
- 13. AUGMENTED REALITY REALITY…
- 14. OPTICAL ILLUSION ILLUSION…
- 15.
- 16. Abercrombie and FitchTMuses loud upbeat music with a heavy bass and eliminates gaps between tracks, creating a youthful nightclub-like nightclub like atmosphere in its teen focused clothing shops
- 17. In the 1970s,IBM launched a silent l h d il typewriter that was rejected b users who felt j d by h f l uncomfortable with the new quiet machine. i hi Result? IBM added electronic sounds to l i d replace the natural noise it had i h d worked to eliminate k d li i
- 18. Harley-DavidsonTM has triedto patent its raucous roar
- 19.
- 20. The Smell andTaste Institute found in a study 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
- 21. Where it allstarted...
- 22. Creating a sense g of well-being...
- 23. Olfactory logos... ...and othershave and followed and will follow such as Lady Gaga
- 24. Olfactory logos... Katy Perry’snew CD cover smells like cotton candy y y y
- 25. Olfactory logos... Kate Perry’snew CD cover smells like cotton candy y y
- 26.
- 27. THIRD ASSUMPTION Brandsneed to explore several senses and various stimuli in order to create a positive and deeper consumer involvement – the multi-sensorial experience h l l
- 28. A study byMillward Brown & M. Lindstrom shows that the number of senses appealed to are correlated with the perceived value of the product
- 29. A case ofmulti-sensorial experience
- 30. Sight: plane interiordesign appeals to the airline colours and sense of sophistication
- 31. Sight: flight attendants weara Christian Lacroix design uniform inspired in the French flag-carrier
- 32. Sound: the carrierintroduced Air France Music, a selection of rare and exclusive pieces of music played on b d it f d l i i f i l d board its aircraft (also available on social networking websites)
- 33. Taste: Air Francehas brought a fresh, contemporary new touch to its gastronomic meal service, a bold and original menu elaborated by three famous Michelin-starred Michelin starred Chefs
- 34. Scent: all aircraftsare scented with a unique fragrance. Flight attendants also use a perfume with the same fragrance.
- 35. FINAL MESSAGE… ANDBACK TO BASICS Everything consumers experience is the result of sensory stimuli stimuli. If we have 5 senses why not use them?