sensory marketing
DESCRIPTION
This presentation explains why brands must use senses to involve consumers, and hTRANSCRIPT
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SENSORY MARKETING
CREATING THE MULTICREATING THE MULTI‐SENSORIAL EXPERIENCESENSORIAL EXPERIENCE
Pedro FerreiraProfessor of Consumer Behaviour
Portuguese Institute of Marketing Management
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BACK TO BASICS… OR NOT?
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FIRST ASSUMPTION
Most brands don’t use more than one or two senses when building/communicating two senses when building/communicating
their identity
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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
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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
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Loyalty Impact Score
1920
13
10
108 7
0Taste Smell Sound Touch SightTaste Smell Sound Touch Sight
Source: Brand Sense by M. Lindstrom
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SECOND ASSUMPTION
There are many unexplored sensory stimuli
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SEEINGSEEING
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“Content is not king if no-one’s looking”Ivan Clark, former Managing Director at Kinetic
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SHAPE…SHAPE…
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DEPTH (3D)…( )
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AUGMENTED REALITYAUGMENTED REALITY…
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OPTICAL ILLUSIONOPTICAL ILLUSION…
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HEARINGHEARING
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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
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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
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Harley-DavidsonTM has tried to patent its raucous roarpatent its raucous roar
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SMELLINGSMELLING
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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
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Where it all started...
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Creating a sensegof well-being...
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Olfactory logos...
and others have ...and others have followed and will follow such as Lady follow such as Lady Gaga
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Olfactory logos...
Katy Perry’s new CD cover smells like cotton candyy y y
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Olfactory logos...
Kate Perry’s new CD cover smells like cotton candyy y
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Strange olfactory logos...
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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
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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
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A case of multi-sensorial experience
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Sight: plane interior design appeals to the airlinecolours and sense of sophistication
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Sight: flight attendants Sight: flight attendants wear a Christian Lacroixdesign uniform inspired design uniform inspired in the French flag-carrier
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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)
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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
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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.
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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?