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Marketing in Five Dimensions B U I L D I N G A S T R O N G E R B R A N D E X P E R I E N C E B Y E N G A G I N G S I G H T , S O U N D , T A S T E , T O U C H A N D S M E L L
(Can we get an up-to-date and defensible number for Ireland?)
The number of ads you might see in a year.
The more senses associated positively with the brand, the greater the percentage making the brand their first choice
0% 10% 20% 30% 40% 50% 60% 70%
0 to 1 2 to 3 4 to 5 Number of Positive Senses Recalled
The more positive and distinctive sensory associations come to mind, the more loyal people are
First Choice
A pleasant and consonant smell can…
Increase time spent shopping 50%
Increase the average amount spent by x2
Singapore Airlines uses smell to create a unique experience
195
216
224
Singapore Airlines Other national carriers
Premium Index : 183 Premium Index : 125
129
171 242
22 21
Meaningful
Salient
Different
Meaningful Salient
Different
Sweet
Burn
Bite
In the BRANDsense research people talked about the taste of Coca-Cola and Pepsi differently
What does Jean-Luc Picard have to say about touch?
Touch can increase the perception of value by +24%
Video clip
11
Touch does evoke more emotional processing
Project for UK’s Royal Mail used fMRI to compare physical to virtual content Physical material:
• Has both visual and spatial hooks into memory • Prompts more emotional processing and memories • Prompts more internally focused processing - indicating more’ internalisation’ of messaging
Right Parietal Right RetroSplenial Cortex
Music has a strong influence on consumer response
Annie Teenage Kicks
It is entertaining 50% 76% Suggests the brand is exciting 44% 54% Made me think again about the brand 38% 49%
Overtones sound file
Positive contextual experience
Nik Keane, malt whisky global brand director for Diageo.
For a drinks company to think what does our whisky sound like, not just what does it taste like, opens a window to a whole lot of creativity
17
From The Method Method by Eric Ryan and Adam Lowry, with Lucas Conley
All great brands have rational, emotional, and sensory values, so we work hard to ensure that Method delivers on all three.
Three basic types of mental association
18
BRAND
EMOTION EXPERIENCE KNOWLEDGE KNOWLEDGE EXPERIENCE EMOTION