Sensations, Emotionsand Experiences as Marketing Levers

UNIVERSITÀ DEGLI STUDI DI PAVIAFACOLTÀ DI LETTERE E FILOSOFIA, SCIENZE POLITICHE, GIURISPRUDENZA, INGEGNERIA, ECONOMIA

Cecilia Daprati

CORSO DI LAUREA SPECIALISTICA INTERFACOLTÀ IN EDITORIA E COMUNICAZIONE MULTIMEDIALE

16/02/2011

Relatore: Chiar.mo Prof. Salvatore Natale Bonfiglio

Correlatore: Chiar.mo Prof. Paolo Costa

Cecilia Daprati

Agenda

Customer Behaviours

Introduction

Sensations, emotions and experiences as marketing levers

3

4

5

6

7

2

1

Emotions

Sensations

Experiences

Survey Study

Conclusions

History of Marketing Orientations

Sensations, emotions and experiences as marketing levers

Production

Product

Sell

Market

Customer

Brand

Emotions 2005 -2010

Industrial Revolution - 1920

1985 -2005

1975 -1985

1960 -1975

1940 - 1960

1920 - 1940

Cecilia Daprati

AGENDA

Step 1Introduction

Step 2Customer Behaviours Step 3Emotions

Step 4Sensations

Step 5Experiences

Step 6Survey Study

Step 7Conclusions

Cecilia Daprati Sensations, emotions and experiences as marketing levers

Behavioral Model of Rational Choice

• Marketing mix (4p)

• Environmental factors (economic, technological, political, cultural)

External stimulus

• Customer decision process

• Customer’s characteristics (socials,culturals,personals, psichologics)

Internal stimulus(Buyer’s

black box)

• Product choice

• Brand choice

• Dealer choice

• Purchase timing

• Purchase amount

Customers responses

AGENDA

Step 1Introduction

Step 2Customer Behaviours Step 3Emotions

Step 4Sensations

Step 5Experiences

Step 6Survey Study

Step 7Conclusions

Purchase Decision Process: the Black Box Model

AGENDA

Step 1Introduction

Step 2Customer Behaviours Step 3Emotions

Step 4Sensations

Step 5Experiences

Step 6Survey Study

Step 7Conclusions

Sensations, emotions and experiences as marketing leversCecilia Daprati

Problem recognition

Information search

Internal or external stimulus

Alternative evaluation

Purchase decision

Post-purchase behaviour

Satisfaction

Dissatisfaction

Positive communication

Negative communication

Sources of information

Impulsive buy

Post-Modern Buyer Characteristics

AGENDA

Step 1Introduction

Step 2Customer Behaviours Step 3Emotions

Step 4Sensations

Step 5Experiences

Step 6Survey Study

Step 7Conclusions

Sensations, emotions and experiences as marketing leversCecilia Daprati

From needs to desires

Research of experiences rather than products

New models of buying: dematerialization of goods

Emotional and multi-sensory approach (“sensation seeker”)

Marketing becomes a battle of emotions

Shopping to socialize, have fun, inform

AGENDA

Step 1Introduction

Step 2Customer Behaviours Step 3Emotions

Step 4Sensations

Step 5Experiences

Step 6Survey Study

Step 7Conclusions

Sensations, emotions and experiences as marketing leversCecilia Daprati

Emotions in Decision Making

Emotions Have communicative

and symbolic components

“Inform" the decision maker and trace memories

Intensify the shopping experience

AGENDA

Step 1Introduction

Step 2Customer Behaviours Step 3Emotions

Step 4Sensations

Step 5Experiences

Step 6Survey Study

Step 7Conclusions

Sensations, emotions and experiences as marketing leversCecilia Daprati

Multi-Sensory Marketing

Senses influence behavior at both the conscious and unconscious levels

Strategic solicitation of 5 senses to involve the audience intimately

Aesthetic Marketing

95% of purchasing decisions takes place

in the subconscious mind

AGENDA

Step 1Introduction

Step 2Customer Behaviours Step 3Emotions

Step 4Sensations

Step 5Experiences

Step 6Survey Study

Step 7Conclusions

Sensations, emotions and experiences as marketing leversCecilia Daprati

The Sight in the Shopping Experience

Exposure

Order, clarity, rhythm,variety

The “Scenography” of a Product

Packaging

Differentiation and originality

First point of contact between customer and product

AGENDA

Step 1Introduction

Step 2Customer Behaviours Step 3Emotions

Step 4Sensations

Step 5Experiences

Step 6Survey Study

Step 7Conclusions

Sensations, emotions and experiences as marketing leversCecilia Daprati

Touch

Transmit feelings and reinforce the message

An experience becomes palpable and real

Materials

Ergonomics, handiness,round and harmonic shapes

PackagingInvites to test

and increases purchase possibility

AGENDA

Step 1Introduction

Step 2Customer Behaviours Step 3Emotions

Step 4Sensations

Step 5Experiences

Step 6Survey Study

Step 7Conclusions

Sensations, emotions and experiences as marketing leversCecilia Daprati

Hearing

From “Word Of Mouth” to “Word Of Mouse”

Music

Buzz marketing

Emphasizes the effect of a visual message

Influences moods and levels of activity

Communicates the character of the brand

Reaches all the public

Jingle, spot song, live event, radio, sound logo

WOM

AGENDA

Step 1Introduction

Step 2Customer Behaviours Step 3Emotions

Step 4Sensations

Step 5Experiences

Step 6Survey Study

Step 7Conclusions

Sensations, emotions and experiences as marketing leversCecilia Daprati

Smell and Taste

A fragrant message

May cause instant reactions

Influences mood, likes, motivations

Reaches the limbic system

Customize brands, products, environments

TasteOur brain links the product with the brand

Is very closely related to the sense of smell

Aroma branding

Experiential Marketing

AGENDA

Step 1Introduction

Step 2Customer Behaviours Step 3Emotions

Step 4Sensations

Step 5Experiences

Step 6Survey Study

Step 7Conclusions

Sensations, emotions and experiences as marketing leversCecilia Daprati

Strategic Experiential

Moduls

Sense

Feel

Think

Act

Relate

Create a memorable and unique event

Experience Providers (ExPro)

Build strong customer relationships

Increase brand /corporate identity

Nescafé Multisensory Temporary Store

AGENDA

Step 1Introduction

Step 2Customer Behaviours Step 3Emotions

Step 4Sensations

Step 5Experiences

Step 6Survey Study

Step 7Conclusions

Sensations, emotions and experiences as marketing leversCecilia Daprati

Olfaction: Coffee flavor

Sight: Countdown timer watch, brand colors, soft lights, order, clarity, modern design, displays

Taste: coffee-based beverages

Touch: Computer stations

Hearing: Music and sounds

AGENDA

Step 1Introduction

Step 2Customer Behaviours Step 3Emotions

Step 4Sensations

Step 5Experiences

Step 6Survey Study

Step 7Conclusions

Sensations, emotions and experiences as marketing leversCecilia Daprati

Analysis and Dataset Structure

Obtain customer profiling and identify purchasing preferences and behaviors

Goal

Tools “Questionnaire A”: Barratt Impulsiveness Scale (BIS-11)

“Questionnaire B”: buying preferences and trends

Sample 50 people, analyzed using variables as gender, age, civil status, occupation, education

50%50% MenWomen

AGENDA

Step 1Introduction

Step 2Customer Behaviours Step 3Emotions

Step 4Sensations

Step 5Experiences

Step 6Survey Study

Step 7Conclusions

Sensations, emotions and experiences as marketing leversCecilia Daprati

Analysis of Results

Impulsive actors Rational actors

57% Women 56% Men

83% from18 to 35 years 52% from 41 to 70 years

30% unemployed / retired2% unemployed / retired

38%

62%

Impulsive actorsRational actors

AGENDA

Step 1Introduction

Step 2Customer Behaviours Step 3Emotions

Step 4Sensations

Step 5Experiences

Step 6Survey Study

Step 7Conclusions

Sensations, emotions and experiences as marketing leversCecilia Daprati

Analysis of Results

Sensa

tions

Mem

ories

Atmos

pher

eCos

t

Price-

quali

ty

Brand

Adver

tising

Sugge

stion

s0

2

4

6

8

Impulsive actorsRational actors

Ranking of preferences

AGENDA

Step 1Introduction

Step 2Customer Behaviours Step 3Emotions

Step 4Sensations

Step 5Experiences

Step 6Survey Study

Step 7Conclusions

Sensations, emotions and experiences as marketing leversCecilia Daprati

Analysis of Results

Ranking of preferences

0

5

10

15

20

Impulsive actorsRational actors

AGENDA

Step 1Introduction

Step 2Customer Behaviours Step 3Emotions

Step 4Sensations

Step 5Experiences

Step 6Survey Study

Step 7Conclusions

Sensations, emotions and experiences as marketing leversCecilia Daprati

Final Considerations

Multisensory / Experiential Marketing is a success strategy to influence the emotional response of individuals

The emotional component plays a key role in the purchase choice

Consumers has become more hedonistic and attentive to their inner states

Sensations, emotions and experiences as marketing leversCecilia Daprati

Thanks for your attention