Download - Sensory Marketing
SENSORY MARKETING
CREATING THE MULTICREATING THE MULTI‐SENSORIAL EXPERIENCESENSORIAL EXPERIENCE
Pedro FerreiraProfessor of Consumer Behaviour
Portuguese Institute of Marketing Management
BACK TO BASICS… OR NOT?
FIRST ASSUMPTION
Most brands don’t use more than one or two senses when building/communicating two senses when building/communicating
their identity
Where it all startsWhere it all starts…
Stimuli( )
Perceptual encoding( f i tt ib ti )
Sensation(fi )(exposure) (process of meaning attribution)(five senses)
SightSoundOdor
SeeEar
SmellFlavourTexture
TasteFell
Sensory Importance
100
60
80
58
40
60
31
4541
25
20
25
0Taste Sight Smell Sound TouchTaste Sight Smell Sound Touch
Source: Brand Sense by M. Lindstrom
Loyalty Impact Score
1920
13
10
108 7
0Taste Smell Sound Touch SightTaste Smell Sound Touch Sight
Source: Brand Sense by M. Lindstrom
SECOND ASSUMPTION
There are many unexplored sensory stimuli
SEEINGSEEING
“Content is not king if no-one’s looking”Ivan Clark, former Managing Director at Kinetic
SHAPE…SHAPE…
DEPTH (3D)…( )
AUGMENTED REALITYAUGMENTED REALITY…
OPTICAL ILLUSIONOPTICAL ILLUSION…
HEARINGHEARING
Abercrombie and FitchTM uses loud upbeat music with a heavy bass and eliminates gaps between tracks, creating a youthful nightclub-like and eliminates gaps between tracks, creating a youthful nightclub like atmosphere in its teen focused clothing shops
In the 1970s, IBM l h d il launched a silent typewriter that was
j d b h f l rejected by users who felt uncomfortable with the
i hinew quiet machine.Result? IBM added l i d electronic sounds to
replace the natural noise i h d k d li iit had worked to eliminate
Harley-DavidsonTM has tried to patent its raucous roarpatent its raucous roar
SMELLINGSMELLING
The Smell and Taste Institute found in a study that 84% of respondents were more likely to buy a pair of Nike trainers in p y y pa scented room compared with a non scented room
Where it all started...
Creating a sensegof well-being...
Olfactory logos...
and others have ...and others have followed and will follow such as Lady follow such as Lady Gaga
Olfactory logos...
Katy Perry’s new CD cover smells like cotton candyy y y
Olfactory logos...
Kate Perry’s new CD cover smells like cotton candyy y
Strange olfactory logos...
THIRD ASSUMPTION
Brands need to explore several senses and various stimuli in order to create a positive various stimuli in order to create a positive
and deeper consumer involvementh l l – the multi-sensorial experience
A study by Millward Brown & M. Lindstrom shows that the number of senses appealed to are correlated with the number of senses appealed to are correlated with the
perceived value of the product
A case of multi-sensorial experience
Sight: plane interior design appeals to the airlinecolours and sense of sophistication
Sight: flight attendants Sight: flight attendants wear a Christian Lacroixdesign uniform inspired design uniform inspired in the French flag-carrier
Sound: the carrier introduced Air France Music, a selection f d l i i f i l d b d it of rare and exclusive pieces of music played on board its
aircraft (also available on social networking websites)
Taste: Air France has brought a Taste: Air France has brought a fresh, contemporary new touch to its gastronomic meal service, a bold its gastronomic meal service, a bold and original menu elaborated by three famous Michelin-starred three famous Michelin starred Chefs
Scent: all aircrafts are scented with a unique fragrance. Flight attendants also use a perfume with the same fragrance.attendants also use a perfume with the same fragrance.
FINAL MESSAGE… AND BACK TO BASICS
Everything consumers experience is the result of sensory stimuliof sensory stimuli.
If we have 5 senses why not use them?