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Presentation made at University of Beira Interior for MBA students
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SENSORY MARKETING
the experience through the sensesthe experience through the senses
Pedro FerreiraProfessor | Investigador
IPAM – The Marketing School | IPAM Lab
EXPERIENCEEXPERIENCE
Scientific Publications about Experiential Marketing
100
80
90
100
60
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80
40
50
10
20
30
0
10
1980
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1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2
Fonte: Proquest/ABInform
C hi fC hief
E xperientialE xperiential
O fficerO fficer
Experience = interaction withthe phisic world
THE IRONY OF A SENSELESS EXPERIENCE…
Importance of Senses
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60
80
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40
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4541
25
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40 25
0Taste Sight Smell Sound TouchTaste Sight Smell Sound Touch
Source: Brand Sense by M. Lindstrom
Brand Loyalty Impact Index
1920
13
10
108 710
0Taste Smell Sound Touch SightTaste Smell Sound Touch Sight
Source: Brand Sense by M. Lindstrom
Importance of Senses for Marketers
10078,4
80
40
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40
6,8 6,8 8,1
0Tacto Visão Olfacto AudiçãoTacto Visão Olfacto Audição
Fonte: Profissionais de Mkt e os Sentidos, IPAMLab
TRIANGULAR CONCEPTUAL APPROACH
EXPERIENCE
NEURO SENSORY
EXPERIENCE BASED MARKETING
SEEINGSEEING
“Content is not king if no-one’s looking”Ivan Clark, former Managing Director at Kinetic
SIZE (WILL ALWAYS) MATTER…
SHAPE…SHAPE…
DEPTH (3D)…( )
AUGMENTED REALITYAUGMENTED REALITY…
OPTICAL ILLUSIONOPTICAL ILLUSION…
TOUCHINGTOUCHING
Touch, experimenting, possessing…
SHOWROOMINGSHOWROOMING…
Many people resist to the digital revolution because they lack the experience of touching papertouching paper
HEAVY/SOLID/ROBUST = IMPORTANT/QUALITYIMPORTANT/QUALITY
Hardness equals quality…
Warm sensation promotes confidence…
LISTENINGLISTENING
ADVERTISING
The classic…
The association of music to a message ingadvertising facilitates brand awareness
PLAY ME!
ATMOSPHERICS
Classical music will increase the quality sensation of a Classical music will increase the quality sensation of a wine cellar (Areni & Kim, 1993) or a tea house (North & Hargreaves, 1996)
A fast-tempo music will push the customer to leaveli A l i l d l l ill iearlier. A slow music played at low volume will increase
the time and the moneyd i idspends inside
(Roballey & Ali, 1985; Milliman, 1986)
Clients will eat faster and consume less with a loudvolume and fast tempo musicvolume and fast tempo music (Roballey & Ali, 1985; Milliman, 1986)
In a point of sales customer adopts his walk speedIn a point of sales, customer adopts his walk speedaccording to the tempo of the music (Smith & Curnow, 1966)
Abercrombie and FitchTM uses loud upbeat music with a Abercrombie and Fitch uses loud upbeat music with a heavy bass and eliminates gaps between tracks, creating a youthful nightclub-like atmosphere in its teenfocusedyouthful nightclub-like atmosphere in its teenfocusedclothing shops
JC P TM dj t it i l ti l i L ti JC PenneyTM adjusts its music selection, playing more Latin American music in stores with a high percentage of
Hi i tHispanic customers
PRODUCTS
In the 1970s, IBM launched a silent typewriter that was rejected by users who felt j yuncomfortable with the new quiet machine.qResult? IBM added electronic sounds to replace the natural pnoise it had worked to eliminate
Harley-DavidsonTM has even tried to Harley Davidson has even tried to patent its raucous roar
Rice KrispiesTM have the classic p“snap, crackle, pop,” but did you know the crunch of the yKellogg’s cornflake was carefully developed in sound y plabs?
AUDIO BRANDING
PLAY ME!!PLAY ME!
PLAY ME!!
PLAY ME!!!
AUDIO BRANDING
DO YOU WANT TO DANCE?DO YOU WANT TO DANCE?
SMELLINGSMELLING
A Smell and Taste Institute study found 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
Smells like new...
ADVERTISEMENTADVERTISEMENT
A South Korean Dunkin’ Donuts ad campaign released coffee aroma when a radio ad was played.The ad is hitting three senses – visual, auditory and olfactory – with the suggestion of coffee.
CREATING A SENSE OF WELL-BEING...
Olfactory logos...
Kate Perry’s new CD cover smells like cotton candyy y
If consumers have 5 senses why not use If consumers have 5 senses, why not use them?
pferreira@ipam pt
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