sensory marketing

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SENSORY MARKETING CREATING THE MULTI CREATING THE MULTISENSORIAL EXPERIENCE SENSORIAL EXPERIENCE Pedro Ferreira Professor of Consumer Behaviour Portuguese Institute of Marketing Management

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This presentation explains why brands must use senses to involve consumers, and h

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Page 1: Sensory Marketing

SENSORY MARKETING

CREATING THE MULTICREATING THE MULTI‐SENSORIAL EXPERIENCESENSORIAL EXPERIENCE

Pedro FerreiraProfessor of Consumer Behaviour

Portuguese Institute of Marketing Management

Page 2: Sensory Marketing

BACK TO BASICS… OR NOT?

Page 3: Sensory Marketing

FIRST ASSUMPTION

Most brands don’t use more than one or two senses when building/communicating two senses when building/communicating

their identity

Page 4: Sensory Marketing

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

Page 5: Sensory Marketing

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

Page 6: Sensory Marketing

Loyalty Impact Score

1920

13

10

108 7

0Taste Smell Sound Touch SightTaste Smell Sound Touch Sight

Source: Brand Sense by M. Lindstrom

Page 7: Sensory Marketing

SECOND ASSUMPTION

There are many unexplored sensory stimuli

Page 8: Sensory Marketing

SEEINGSEEING

Page 9: Sensory Marketing

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

Page 10: Sensory Marketing
Page 11: Sensory Marketing

SHAPE…SHAPE…

Page 12: Sensory Marketing

DEPTH (3D)…( )

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AUGMENTED REALITYAUGMENTED REALITY…

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OPTICAL ILLUSIONOPTICAL ILLUSION…

Page 15: Sensory Marketing

HEARINGHEARING

Page 16: Sensory Marketing

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

Page 17: Sensory Marketing

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

Page 18: Sensory Marketing

Harley-DavidsonTM has tried to patent its raucous roarpatent its raucous roar

Page 19: Sensory Marketing

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

Page 21: Sensory Marketing

Where it all started...

Page 22: Sensory Marketing

Creating a sensegof well-being...

Page 23: Sensory Marketing

Olfactory logos...

and others have ...and others have followed and will follow such as Lady follow such as Lady Gaga

Page 24: Sensory Marketing

Olfactory logos...

Katy Perry’s new CD cover smells like cotton candyy y y

Page 25: Sensory Marketing

Olfactory logos...

Kate Perry’s new CD cover smells like cotton candyy y

Page 26: Sensory Marketing

Strange olfactory logos...

Page 27: Sensory Marketing

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

Page 28: Sensory Marketing

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

Page 31: Sensory Marketing

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.

Page 35: Sensory Marketing

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?