Sensory Marketing Final.pptx
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Transcript of Sensory Marketing Final.pptx
Sensory Marketing
AGENDA
SENSORY MARKETI
NG
TYPES OF
SENSESSOUND
SIGHTSMELLTOUCH
TASTE
SENSORY MARKETI
NG EXPLAIN
ED
SUMMARY
WHAT IS SENSORY MARKETING ?
“marketing that engages the consumers´ senses and affects their perception, judgment and behavior.”
Sensory Marketing
Increased perceived product value
Shoppers stay longer
Shoppers spend more
money
Sensory Marketin
g
Types of Senses
Sound
Sight
Smell
Touch
Taste
Sensory Marketing Explained
Summary
SENSORY IMPORTANCE
Source – Brand Sense by Martin Lindstrom
Sensory Marketin
g
Types of Senses
Sound
Sight
Smell
Touch
Taste
Sensory Marketing Explained
Summary
IMPACT ON LOYALTY
Source – Brand Sense by Martin Lindstrom
Sensory Marketin
g
Types of Senses
Sound
Sight
Smell
Touch
Taste
Sensory Marketing Explained
Summary
EVOLUTION
Unique selling proposition (USP)
Emotional selling proposition (ESP)
Organizational selling proposition (OSP)
Brand selling proposition (BSP)
Me selling proposition (MSP)
Sensory Marketin
g
Types of Senses
Sound
Sight
Smell
Touch
Taste
Sensory Marketing Explained
Summary
WHY SENSORY MARKETING?
Average consumer bombarded with 3000 messages a day
Very few messages create an impression in the minds of the consumer
TV viewership has declined
Rise in systems like TiVo which enables users to skip ads
Sensory Marketin
g
Types of Senses
Sound
Sight
Smell
Touch
Taste
Sensory Marketing Explained
Summary
The only solution is HOLISTIC SELLING
PROPOSTION
TYPES OF SENSESSensory
Marketing
Types of Senses
Sound
Sight
Smell
Touch
Taste
Sensory Marketing Explained
Summary
SOUND
SOUND - IMPORTANT DIMENSION
Human Beings – Naturally sensitive to sound
Sound- Evokes memory / Experiences
Connected to mood
Only 4% of fortune 500 brands employ sound for marketing
Sound- Powerful influence on how we think and feel
Affects both hearing(Passive, subconscious) and listening (Active, conscious, through brain)
Relatively underrated and underutilized in product design and brand communication
Influences product quality perception
Sensory Marketing
Types of Senses
Sound
Sight
Smell
Touch
Taste
Sensory Marketing Explained
Summary
Sonic Marketing
Extremely effective branding device(Airtel/Docomo)
Reflect the quality/personality subliminally (Britannia)
Can create intangible associations(Kingfisher)
Hardwired to emotional circuitry(Titan)
Disproportionate impact on purchase of certain categories (Nirma)
Re p re s e n t e d s y n e rg y b e t w e e n s o u n d a n d t a s t e Pa t e n t e d C r u n c h i n e s s
Kit Kat – break & crunch
Sound in retail spaces
Effects of Sound
• Music in restaurants – build appetite- 29% higher bills• Fast music decreases spend in retails environment but increases turnover in restaurants• Casinos in Las Vegas – Slot machines – cashless models decreased revenue• Harley Davison tried to patent it’s raucous bullet roar•The intel bong
Some other brands that use sound well
TASTE
Taste
Manifestation of individuality and social norms
Most relevant for food products What tastes good for one person may be disgusting for another
Heavily influenced by culture and heritage Conventions are driven by inherited cultural values, ethnic and
religious aspects, or social class.
Consumers preference for ethnic dishes
Taste is influenced by other senses Other senses influence taste more than taste buds
Blind tests are dangerous
Taste and Touch
Kellogg’s developed the crunchiness for their product
Lack of crunchiness led consumers perceive taste of the product is not good
Temperature plays a major role Cold pizza or warm soft drinks
Some examples Crunchy chips, mushy potatoes,
soft bread etc.
Taste and Smell
Smell has the highest influence on smell
Potato – Apple – Pear Experiment
Taste and Sight
Round shape food are perceived as sweet than angular foods
People may avoid if the food color is not good
Presentation of food in restaurant is important
Dry vs. moist etc.
Taste and Color
Research suggests beverage’s tastes are influenced by its color
Failure of New Coke Blind tests showed consumers preferring new
taste
Coca Cola changed the formula of a century old drink
Strong rejections from the consumers for the new formula
Consumers strongly preferred the old formula and taste
Return of Coca Cola Classic
Consumers treated the brandas a way of life than a beverage
Challenges to Marketers
No defined measure for “Good Taste”
Very much subjective than objective
Very much dependent on culture and other ethnocentric factors
Heavily influenced by other sensory inputs
Sight
vision
Most stimulated sense in marketing
South side Shopping center, London
• Augmented Mini Cooper reality
Print ads and posters
Gordon’s gin (COLOR)
Positioned as a colorful gin
Coke (COLOR)
COKE (SHAPE)
Auckland city council
HERSCHEYS and HENNESSY (SHAPE)
SMELL
Some other facts
A Disney World Popcorn attendant created artificial popcorn smell to boost sales
Thomas Pink introduced sensors to emit a smell of freshly laundered cotton
According to The New York Times, 81% of shoppers prefer a scented over a none-scented packaging for food & beverage products
Rolls Royce now emits a scent of “Old Rolls” from under the seat of its new cars.
Non-food items can benefit from aromas too like linen scents in a bedding store, leather scents in clothing and furniture environments
TOUCH
Sense of touch
Largest organ of the body?
50 receptors per 100 square millimeters containing 640000 micro receptors.
Cold, heat, pain & pressure.
The primary categories of touch and haptic research include
differences in product attributes that encourage touch,
individual differences in the motivation to touch
situational influences that encourage touch.
Difference in product attributes
Material properties which include texture
Softness
http://www.youtube.com/watch?v=zz3o1PS7IFo
Weight
http://www.youtube.com/watch?v=2rAMr7Itqj4
• Temperature• Beverages, Food, prickly heat powder, oil,
shampoo• http://www.youtube.com/watch?
v=eCtED6hmtzU
Touch and individual differences
Need for Touch scale (NFT)
Women showed a higher Need for Tactile Input than men.
Touch and situation cues
Non verbal communication
A persuasive sign
Compensation for sense of touch
Written description
Visual cue
Packaging
The Coca-Cola bottle was designed approximately 90 years ago to satisfy the request of an American bottler for a soft-drink container that could be identified by touch even in the dark.
Vision & Touch
Elongation bias
Smash your brand
Craft a sensory brand
Create an emotional tie between the brand and the customers
Appeal to the senses
Ensure systematic integration of experience