the impact of sensory marketing in an ever growing digital...
Transcript of the impact of sensory marketing in an ever growing digital...
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the impact of sensory marketingin an ever growing digital worldiarigai conference September 7, 2015
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SENSORY EXPERIENCE -ITS IMPORTANCE &IMPACT IN MARKETING
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WHY ARE FEELINGS &EMOTIONS AN ESSENTIALPART OF COSMETICSINDUSTRY MARKETING
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THE IMPACT OF THE„BEAUTY MOMENT OF TRUTH“
STUDY RESULTS
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BRINGING THE „BMOT“CONCEPT TO LIFE
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CUSTOMIZATION &NEW PRODUCTDEVELOPMENT
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usp solutions
• is a small, „born global“company
• with it‘s headoffice in Austria,and a sales office in Singapore
• invented the beauty testercateogry
• is the world‘s leadingmanufacturer of interactive skin,scalp and uv test tools (sensorymarketing tools)
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usp solutions
we manufacture sensory marketing tools purely for the cosmeticsindustry. Global players such as Unilever, Procter & Gamble,Beiersdorf, Estee Lauder, etc. use our promotion tools right now toleverage their communication with consumers.
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usp solutions
manufacturer
producesensory
marketingtools
for cosmeticsindustry
we position ourselvesas marketing company,
communicatingvalue & benefits
instead of productfeatures
KNOWING YOURCUSTOMERS &
THEIR CHALLENGES
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SENSORY EXPERIENCE -ITS IMPORTANCE &IMPACT IN MARKETING
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sensory marketing
….can engage consumers by the integration of our fivesenses, which is used to evoke, measure, analyze andinterpret reactions.
*K. Sadisvan, „Sensory Experience and it‘s Importance in Marketing“, SRM University Kattankulathur, Chennai, 2009
drawing upon the senses takes marketingto the next level
„When consumers have a sensory experience, they willautomatically place more trust and confidence in a brand.“*
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sensory marketing
what makes sensory marketing tools sospecial?
*Kristen Nauth Social Technoloies Research, Washington D.C., CBC Radio One, https://soundcloud.com/cbc-radio-one/2008-01-09-episode-19(starting min. 13);mg
„Verbal messages are filtered cognitively. We evaluate, wethink about them, we think: „Do I really agree with that orare they just trying to bamboozle me?“ Sensory input goesdirectly to your gut. *
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WHY ARE FEELINGS &EMOTIONS AN ESSENTIALPART OF COSMETICSINDUSTRY MARKETING
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THINKING FEELING
INVO
LVEM
ENT hi
ghlo
w
*Adopted from „Vaughn, R. The Consumer Mind: How to tailor Ad Strategies“ The Advertising Age, Shopper,Buyer and Consumer Behavior, Theory and Marketing Applications, Second Edition 2003, Bizantra
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… FEEL…the brand
a „touching“ brand experience
… LEARN…about the product , the brand or
even perhaps about their ownbeauty traits?
… and then DO
Consumers in our industry are „FEELERS“ and want to …
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THE IMPACT OF THE„BEAUTY MOMENT OF TRUTH“
STUDY RESULTS
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•John Carlzon•Former CEO of Scandinavian SAS Airline
„Every Client Interactionis a Moment of Truth“
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•ZMOT, take a look at www.zeromomentoftruth.com
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BMOT – the video
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What is the impactof our sensory marketingtools on overall consumerexperience?
•F.e. Vlerick Leuven Gent Management School, 240 participants
BMOT – study results
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75 %remembered the brand
BMOT – study results
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80,1 %gained increased
confidence in the brand
BMOT – study results
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70,6 %felt inclined to buy
BMOT – study results
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30,8 %converted to
brand advocates
BMOT – study results
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- sensory experience that involves:- emotion- information/learning- discovery- revelation- touch & feel
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BRINGING THE „BMOT“CONCEPT TO LIFE
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bringing the BMOT to life
turn theory into practiceTHE TEST
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BMOT – client samples
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“Skin feels intensively hydrated for up to 7 days”
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“Skin feels intensively hydrated for up to 7 days”
Proof the positioning statement:Feel, see and discover the results
Get in touch with the consumers:at home, at the POS and online
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BMOT – client samples
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BMOT – client samples –direct selling
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BMOT – client samples
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BMOT – client samples
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the benefits of using usp tools arenumerous
accurate results(USP tests are
backed byproDERM Institute
for AppliedDermatological
Research GmbH inHamburg)
easy to understand teststhat remove guessworkfor consumers – in just
seconds they gainreliable information
(learning) andconfidently purchase therecommended products
low cost marketing toolthat improves overalleffectiveness of your
brand’s marketing planby giving consumers aideal vehicle
to directconsumer
traffic onlinefun &
easy touse
high degree ofpersonal
consumerinteraction
assures brandawareness & trust
beauty momentof truth
appeal tothe senses
communicationstarter
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CUSTOMIZATION &NEW PRODUCTDEVELOPMENT
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the usp portfolio covers awide range of beauty topics
Scalp Sebum
Dandruff
• UV Intensity
• UV Protection
• Sun Damage• Skin Type
• Hydration
• Acne Risk
• Facial Residue
• 2D Wrinkle
• 3D Wrinkle
• pH-Value
• Anti-Shine
• Fast Absorption
SKIN CARE
SUN CARE
HAIR CARE
DEMO TOOLS
Dark Spot Remover
Dark Eye Circles Remover
Uneven Skin tone
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USP Solutions has the expertise to manageany project needs, such as:
Combiningmultiple tests
together inone project
Order collection andshipping logisticswhen includingmultiple global
companycounterparts in one
project
Employing a uniqueprinting technology,including soft-touch,fragrance printing,relief printing and
UV varnishing
Creating a newsolution for theinclusion of atest in your
productpackaging
Discussingnew tool
development
customization capabilities to meet anymarketing needs
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ensure unique, targetedengagement at any touch point
Whether on a 1-to-1 basis or by utilizing mass marketing, thetools from USP Solutions can be used…
• In-Pack/On-Pack• POS• Direct Mail• Magazine/Catalogue Insert• Cross Marketing• Sampling• Beauty Advisor• Beauty Professionals• Sales Training• Electronic Analysis• Direct Sales
…anywhere… …anytime.. …to reach consumers
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