sensory marketing final.pptx

Sensory Marketing

AGENDA

SENSORY MARKETI

NG

TYPES OF

SENSESSOUND

SIGHTSMELLTOUCH

TASTE

SENSORY MARKETI

NG EXPLAIN

ED

SUMMARY

WHAT IS SENSORY MARKETING ?

“marketing that engages the consumers´ senses and affects their perception, judgment and behavior.”

Sensory Marketing

Increased perceived product value

Shoppers stay longer

Shoppers spend more

money

Sensory Marketin

g

Types of Senses

Sound

Sight

Smell

Touch

Taste

Sensory Marketing Explained

Summary

SENSORY IMPORTANCE

Source – Brand Sense by Martin Lindstrom

Sensory Marketin

g

Types of Senses

Sound

Sight

Smell

Touch

Taste

Sensory Marketing Explained

Summary

IMPACT ON LOYALTY

Source – Brand Sense by Martin Lindstrom

Sensory Marketin

g

Types of Senses

Sound

Sight

Smell

Touch

Taste

Sensory Marketing Explained

Summary

EVOLUTION

Unique selling proposition (USP)

Emotional selling proposition (ESP)

Organizational selling proposition (OSP)

Brand selling proposition (BSP)

Me selling proposition (MSP)

Sensory Marketin

g

Types of Senses

Sound

Sight

Smell

Touch

Taste

Sensory Marketing Explained

Summary

WHY SENSORY MARKETING?

Average consumer bombarded with 3000 messages a day

Very few messages create an impression in the minds of the consumer

TV viewership has declined

Rise in systems like TiVo which enables users to skip ads

Sensory Marketin

g

Types of Senses

Sound

Sight

Smell

Touch

Taste

Sensory Marketing Explained

Summary

The only solution is HOLISTIC SELLING

PROPOSTION

TYPES OF SENSESSensory

Marketing

Types of Senses

Sound

Sight

Smell

Touch

Taste

Sensory Marketing Explained

Summary

SOUND

SOUND - IMPORTANT DIMENSION

Human Beings – Naturally sensitive to sound

Sound- Evokes memory / Experiences

Connected to mood

Only 4% of fortune 500 brands employ sound for marketing

Sound- Powerful influence on how we think and feel

Affects both hearing(Passive, subconscious) and listening (Active, conscious, through brain)

Relatively underrated and underutilized in product design and brand communication

Influences product quality perception

Sensory Marketing

Types of Senses

Sound

Sight

Smell

Touch

Taste

Sensory Marketing Explained

Summary

Sonic Marketing

Extremely effective branding device(Airtel/Docomo)

Reflect the quality/personality subliminally (Britannia)

Can create intangible associations(Kingfisher)

Hardwired to emotional circuitry(Titan)

Disproportionate impact on purchase of certain categories (Nirma)

Re p re s e n t e d s y n e rg y b e t w e e n s o u n d a n d t a s t e Pa t e n t e d C r u n c h i n e s s

Kit Kat – break & crunch

Sound in retail spaces

Effects of Sound

• Music in restaurants – build appetite- 29% higher bills• Fast music decreases spend in retails environment but increases turnover in restaurants• Casinos in Las Vegas – Slot machines – cashless models decreased revenue• Harley Davison tried to patent it’s raucous bullet roar•The intel bong

Some other brands that use sound well

TASTE

Taste

Manifestation of individuality and social norms

Most relevant for food products What tastes good for one person may be disgusting for another

Heavily influenced by culture and heritage Conventions are driven by inherited cultural values, ethnic and

religious aspects, or social class.

Consumers preference for ethnic dishes

Taste is influenced by other senses Other senses influence taste more than taste buds

Blind tests are dangerous

Taste and Touch

Kellogg’s developed the crunchiness for their product

Lack of crunchiness led consumers perceive taste of the product is not good

Temperature plays a major role Cold pizza or warm soft drinks

Some examples Crunchy chips, mushy potatoes,

soft bread etc.

Taste and Smell

Smell has the highest influence on smell

Potato – Apple – Pear Experiment

Taste and Sight

Round shape food are perceived as sweet than angular foods

People may avoid if the food color is not good

Presentation of food in restaurant is important

Dry vs. moist etc.

Taste and Color

Research suggests beverage’s tastes are influenced by its color

Failure of New Coke Blind tests showed consumers preferring new

taste

Coca Cola changed the formula of a century old drink

Strong rejections from the consumers for the new formula

Consumers strongly preferred the old formula and taste

Return of Coca Cola Classic

Consumers treated the brandas a way of life than a beverage

Challenges to Marketers

No defined measure for “Good Taste”

Very much subjective than objective

Very much dependent on culture and other ethnocentric factors

Heavily influenced by other sensory inputs

Sight

vision

Most stimulated sense in marketing

South side Shopping center, London

• Augmented Mini Cooper reality

Print ads and posters

Gordon’s gin (COLOR)

Positioned as a colorful gin

Coke (COLOR)

COKE (SHAPE)

Auckland city council

HERSCHEYS and HENNESSY (SHAPE)

SMELL

Some other facts

A Disney World Popcorn attendant created artificial popcorn smell to boost sales

Thomas Pink introduced sensors to emit a smell of freshly laundered cotton

According to The New York Times, 81% of shoppers prefer a scented over a none-scented packaging for food & beverage products

Rolls Royce now emits a scent of “Old Rolls” from under the seat of its new cars.

Non-food items can benefit from aromas too like linen scents in a bedding store, leather scents in clothing and furniture environments

TOUCH

Sense of touch

Largest organ of the body?

50 receptors per 100 square millimeters containing 640000 micro receptors.

Cold, heat, pain & pressure.

The primary categories of touch and haptic research include

differences in product attributes that encourage touch,

individual differences in the motivation to touch

situational influences that encourage touch.

Difference in product attributes

Material properties which include texture

Softness

http://www.youtube.com/watch?v=zz3o1PS7IFo

Weight

http://www.youtube.com/watch?v=2rAMr7Itqj4

• Temperature• Beverages, Food, prickly heat powder, oil,

shampoo• http://www.youtube.com/watch?

v=eCtED6hmtzU

Touch and individual differences

Need for Touch scale (NFT)

Women showed a higher Need for Tactile Input than men.

Touch and situation cues

Non verbal communication

A persuasive sign

Compensation for sense of touch

Written description

Visual cue

Packaging

The Coca-Cola bottle was designed approximately 90 years ago to satisfy the request of an American bottler for a soft-drink container that could be identified by touch even in the dark.

Vision & Touch

Elongation bias

Smash your brand

Craft a sensory brand

Create an emotional tie between the brand and the customers

Appeal to the senses

Ensure systematic integration of experience