SENSORY MARKETING

the experience through the sensesthe experience through the senses

Pedro FerreiraProfessor | Investigador

IPAM – The Marketing School | IPAM Lab

EXPERIENCEEXPERIENCE

Scientific Publications about Experiential Marketing

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Fonte: Proquest/ABInform

C hi fC hief

E xperientialE xperiential

O fficerO fficer

Experience = interaction withthe phisic world

THE IRONY OF A SENSELESS EXPERIENCE…

Importance of Senses

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0Taste Sight Smell Sound TouchTaste Sight Smell Sound Touch

Source: Brand Sense by M. Lindstrom

Brand Loyalty Impact Index

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0Taste Smell Sound Touch SightTaste Smell Sound Touch Sight

Source: Brand Sense by M. Lindstrom

Importance of Senses for Marketers

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0Tacto Visão Olfacto AudiçãoTacto Visão Olfacto Audição

Fonte: Profissionais de Mkt e os Sentidos, IPAMLab

TRIANGULAR CONCEPTUAL APPROACH

EXPERIENCE

NEURO SENSORY

EXPERIENCE BASED MARKETING

SEEINGSEEING

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

SIZE (WILL ALWAYS) MATTER…

SHAPE…SHAPE…

DEPTH (3D)…( )

AUGMENTED REALITYAUGMENTED REALITY…

OPTICAL ILLUSIONOPTICAL ILLUSION…

TOUCHINGTOUCHING

Touch, experimenting, possessing…

SHOWROOMINGSHOWROOMING…

Many people resist to the digital revolution because they lack the experience of touching papertouching paper

HEAVY/SOLID/ROBUST = IMPORTANT/QUALITYIMPORTANT/QUALITY

Hardness equals quality…

Warm sensation promotes confidence…

LISTENINGLISTENING

ADVERTISING

The classic…

The association of music to a message ingadvertising facilitates brand awareness

PLAY ME!

ATMOSPHERICS

Classical music will increase the quality sensation of a Classical music will increase the quality sensation of a wine cellar (Areni & Kim, 1993) or a tea house (North & Hargreaves, 1996)

A fast-tempo music will push the customer to leaveli A l i l d l l ill iearlier. A slow music played at low volume will increase

the time and the moneyd i idspends inside

(Roballey & Ali, 1985; Milliman, 1986)

Clients will eat faster and consume less with a loudvolume and fast tempo musicvolume and fast tempo music (Roballey & Ali, 1985; Milliman, 1986)

In a point of sales customer adopts his walk speedIn a point of sales, customer adopts his walk speedaccording to the tempo of the music (Smith & Curnow, 1966)

Abercrombie and FitchTM uses loud upbeat music with a Abercrombie and Fitch uses loud upbeat music with a heavy bass and eliminates gaps between tracks, creating a youthful nightclub-like atmosphere in its teenfocusedyouthful nightclub-like atmosphere in its teenfocusedclothing shops

JC P TM dj t it i l ti l i L ti JC PenneyTM adjusts its music selection, playing more Latin American music in stores with a high percentage of

Hi i tHispanic customers

PRODUCTS

In the 1970s, IBM launched a silent typewriter that was rejected by users who felt j yuncomfortable with the new quiet machine.qResult? IBM added electronic sounds to replace the natural pnoise it had worked to eliminate

Harley-DavidsonTM has even tried to Harley Davidson has even tried to patent its raucous roar

Rice KrispiesTM have the classic p“snap, crackle, pop,” but did you know the crunch of the yKellogg’s cornflake was carefully developed in sound y plabs?

AUDIO BRANDING

PLAY ME!!PLAY ME!

PLAY ME!!

PLAY ME!!!

AUDIO BRANDING

DO YOU WANT TO DANCE?DO YOU WANT TO DANCE?

SMELLINGSMELLING

A Smell and Taste Institute study found 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

Smells like new...

ADVERTISEMENTADVERTISEMENT

A South Korean Dunkin’ Donuts ad campaign released coffee aroma when a radio ad was played.The ad is hitting three senses – visual, auditory and olfactory – with the suggestion of coffee.

CREATING A SENSE OF WELL-BEING...

Olfactory logos...

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

If consumers have 5 senses why not use If consumers have 5 senses, why not use them?

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