Speech of Karsten Klepper

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Text of Speech of Karsten Klepper

Institut fr integrierte multisensorische Markenbildung

The future of marketing multisensory branding: yesterday, today, tomorrow.

Karsten Klepper

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory branding Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory branding Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Sight

Sound

Scent

Taste

Touch

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Sight

Sound

Scent

Taste

Touch

1.000.000

150.000

4

1

20.000

Source: bertragungskapazitten ins Gehirn in Liter Eigene Darstellung in Anlehnung an Birnbaumer/Schmidt 2006

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Sight

Sound

Scent

Taste

Touch

83

11

3,5

1,5

1,0

Source: Eigene Darstellung in Anlehnung an Hensel, 2005; Bream, 1985

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg Egmont Ehapa

Institut fr integrierte multisensorische Markenbildung

Sight

Sound

Scent

Taste

Touch

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Sight

Sound

Scent

Taste

Touch

8. month

4. month

3. month

3. month

6. weeks

Source: Multisensory as a baby Birnbaumer/Schmidt 2006

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Sight

Sound

Scent

Taste

Touch

58 %

41 %

45 %

31 %

25 %

Source: Wichtigkeit der Sinne bei Kaufentscheidungen/ Lindstrm 2005

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

WHY?

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

25.000.000brands worldwide

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

1.346.000brands

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

30.000.000.000 media spendings

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

32.000new products each year

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

150products we use

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

3500messages per day

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

0,0004 %of all information reach your consciousness

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

90 %of your experiences are stored

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

learn experience remember

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Higher Brand Recall Ability to store experiences in your memory80-90%

40-50%

10-20%

Number of Senses addressed:

1

2-3

4-5

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Wont be one sense enough?

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

You have money.

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

500.000.000 media budget / year

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

2011 - Corporate Senses, Institute of integrated multisensory Branding

1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

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RED BRANDING 2009 1st EVENTSUMMIT Luxembourg

Institut fr integrierte multisensorische Markenbildung

Juli. 25 2008 2011 - Corporate Senses, Institute of integrierte multisensorische Markenbildung Institut fr integrated multisensory Branding

RED Luxembourg 1st EVENTSUMMIT BRANDING 2008

Institut fr integrierte multisensor