SENSORY MARKETING

CREATING THE MULTICREATING THE MULTI‐SENSORIAL EXPERIENCESENSORIAL EXPERIENCE

Pedro FerreiraProfessor of Consumer Behaviour

Portuguese Institute of Marketing Management

BACK TO BASICS… OR NOT?

FIRST ASSUMPTION

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

their identity

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

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

Loyalty Impact Score

1920

13

10

108 7

0Taste Smell Sound Touch SightTaste Smell Sound Touch Sight

Source: Brand Sense by M. Lindstrom

SECOND ASSUMPTION

There are many unexplored sensory stimuli

SEEINGSEEING

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

SHAPE…SHAPE…

DEPTH (3D)…( )

AUGMENTED REALITYAUGMENTED REALITY…

OPTICAL ILLUSIONOPTICAL ILLUSION…

HEARINGHEARING

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

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

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

SMELLINGSMELLING

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

Where it all started...

Creating a sensegof well-being...

Olfactory logos...

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

Olfactory logos...

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

Olfactory logos...

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

Strange olfactory logos...

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

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

A case of multi-sensorial experience

Sight: plane interior design appeals to the airlinecolours and sense of sophistication

Sight: flight attendants Sight: flight attendants wear a Christian Lacroixdesign uniform inspired design uniform inspired in the French flag-carrier

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)

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

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.

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?