Presented by: Leila Zahiri

Email: leila.zahiri@gmail.com

(Dr. Shahtahmasbi Class of Marketing 2)

Sensory Marketing

What is Sensory Marketing?

– Making customers aware of a product or a brand in order to reach tactical, short-term sales targets (Traditional)

vs.

– Clarifying a firm’s identity and values with the long-term goal of creating brand awareness and establishing a sustainable brand image (Experiential)

What is Experiential Marketing • Consumer value resides not in the product purchased, not in the brand chosen,

not in the object possessed, but rather in the consumption experience(s) derived therefrom.

• All products provide services in their capacity to create need- or want-satisfying experiences.

• All marketing is “services marketing” • The five portals are represented by factors such as product features and promises,

norms and values, perceptions and programs, identity and self-expression, and emotions and love, which are related in different ways to the mental flows and processes of the human brain

• Deepen and individualize the experience of a brand

Micael Dahlén: It is not only the good or the service in itself that is crucial for the individual’s final sensory experience

Andreas Buchholz and Wolfram Wördemann: Successful brands build on the establishment of five portals in the brains of customers

Source: Hulten, Bertil & others; Page: 16

Traditional vs. Experiential Marketing

Traditional Marketing Experiential Marketing

Focus • Focus on product’s features and benefits

• Focus on customer’s experience

Scope • Product Category & competition are narrowly defined

• Focus on consumption as a holistic experience

Customer’s Mental Model & Decision Making

• Customers are viewed as rational decision makers

• Customers decide by their cognitive mind

• Customers are rational and emotional people

• Customers decide by their cognitive & emotional mind

Marketer’s Approach • Methods & Tools are analytical, quantitative & verbal

• Methods & Tools are Eclectic

Target • Cater to Mass Market • Establish one to one relationships

Marketing Relationship • One way from Seller to Buyer • 2 Sided between Seller & Buyer

Customer’s Role • Customer as inactive receiver • Customer as a superstar (completely unique and initiative)

Source: Link 1

4 P Comparison

4 P Traditional Marketing Experiential Marketing

Product Meet customer’s materialistic needs by increasing product’s function

Meet customer’s satisfaction by creating a unique experience of the product

Price Effectiveness of the product or service price

Experience the product or service value

Place Creating distribution network

Creating communicational links

Promotion Increasing customer’s knowledge of the product

Results from mouth to mouth advertisement

Starbucks - Much more than a cup of Coffee

• Sensory Marketing Deeper and more personal relationship with customers

• Giving the brand further aesthetic and emotional values

• Creating a view of the chain as a third place outside of home and work.

• A visit to Starbucks an experience for the mind and the heart

– The inspiring environment makes it comfortable to read a book or talk with friends

– The green and yellow of the interior, together with pleasant lighting, offer a soothing and restful visual experience

– The relaxing music is selected with precision and care by the Starbucks Content Team to create the “sound of Starbucks”

– Smell and taste of the freshly ground coffee, as well as the comfortable texture, solidity, and shape of the armchairs,

– Sensory experience of the brand

Starbucks where Experiences can be shaped, Emotions can be expressed, and Memories can be created

Play: Case 1 Case 2 Case 3 Source: Hulten, Bertil & others; Page: 2-3

Sensory Marketing

• Tailor made products – fragmentation of market segmentation • Advertisement no longer enough • Sensory marketing is not about the masses or the segment; it is

about the individual – Subjective nature of the experience – Affecting both right and left hemispheres (Rational and Emotional)

• Empathy and Delight (Source: Hulten, Bertil & others; Page: 155) • Marketing that engages the consumers’ senses and affects their

behavior – NEW SENSATIONS (Source: Aradhna, Krishna; Page: 33)

Mass Marketing Relationship Marketing Sensory Marketing

Source: Hulten, Bertil & others; Page: 5

Experiential Marketing

Focus

Customer’s Experience

Consuming as a

Pleasant Experience

Customers as Logical & Emotional

Beings

Tools & Selected Methods

Analytical & Quantitative

Play: Case No. 4

Source: Hulten, Bertil & others; Page: 2

A Sensory Experience

Source: Hulten, Bertil & others; Page: 6 Play: Case No. 5

A Sensorial Scent strategy - Olfaction • Scent Characteristics:

– Hard to Label but Easy to Recognize – Scent Preferences Are Learned – Scent Processing Is Slow but Persistent

• Effects of Scent on Consumer Behavior – Mood – Evaluation – Spending (Source: Aradhna, Krishna; Page: 77)

– Memory – Lingering

• Odor Emotion Memory Brain Behavior

• Short Term vs. Long Term Effects

• Signature scents • Scents As Femininity and

Masculinity o Vanilla and clementine

scents • Different Cultures

Different Perceptions (Source:

Aradhna, Krishna; Page: 143)

Source: Hulten, Bertil & others; Page: 48

Source: Aradhna, Krishna; Page: 103

Cross-Cultural Differences

Source: Aradhna, Krishna; Page: 114

Short Term Effect

Attract customer’s

attention on a product or

service

Long Term Effect Signature Scent The results are in, happier

customers who remember your brand and linger longer

(Source: Link 2)

Play: Case No. 6 Case No. 7

Fresh Cut Grass Scent

British Airways

Sea Scent British Airways

Mud & Dirt Scent

A Theme of Chocolate - Verizon Wireless

Source: Hulten, Bertil & others; Page: 52-53

A Sensorial Sound/Audio Strategy - Audition • Sound through music Service landscapes such as shops and supermarkets

trying to create a good atmosphere

• Signature Sound – Case (music 1)

– Case (music 2)

– Case (music 3)

Sources: Link 3 & Hulten, Bertil & others; Page: 8

– Case (music 4)

– Play: Case 8

– Play: Case 9

First Jingle Sound Ad on TV - 1940

Source: Hulten, Bertil & others; Page: 71

The liked or disliked music may affect individuals’ mood, which in turn guides customers’ product choices

Music may act as a peripheral persuasion cue in advertising, triggering affective feeling states or moods that can spill over and shape consumers’ ad or brand attitudes (occurs when consumers’ involvement with the target item is low)

Consumers’ involvement with a message plays an important role in how music affects consumers’ processing of information

Source: Aradhna, Krishna; Page: 147

A Sensorial Sight Strategy - Vision

Consequences of Visual Perception/Effects of visual cues:

– Perception

– Sensation

– Affect

– Memory

– Cognition & Judgment

– Behavior

Source: Aradhna, Krishna; Page: 209-215 – Play: Case 10

Sight Strategy – Psychology of Colors

Source: Link 4

– Play: Case 11

Source: Hulten, Bertil & others; Page: 91

A Sensorial Taste Strategy - Gustative • One of the most distinct emotional senses depending on other senses • Strengthening a firm’s or a brand’s identity creating an image of a

product • Rival firms compete with products that are similar in terms of price and

quality Differentiate & Attract attention Adding Value • Name, Presentation, and Knowledge Taste Experience of the

customer • A much stronger experience: Synergies of other senses (Source: Hulten,

Bertil & others; Page: 11) • Drivers of Taste Perception:

– Vision – Smell – Color – Sound – Haptics – Brand Name – Ads – Ingredients (Source: Aradhna, Krishna; Page: 318)

Tastefully Promoting Your

Brand

Source: Hulten, Bertil & others; Page: 117 – Play: Case 12

A Sensorial Touch Strategy - Haptics • Physical interaction Availability in physical form

• Unique shape

• Tactile Marketing

• Adding Vibration and simulated pressure

A touch strategy makes it possible for

customers really to feel and touch a brand

Source: Hulten, Bertil & others; Page: 139 Play: Case No. 13

Motivation to Touch

Synergy of All Senses

Play:

• Case No. 14

• Case No. 15

• Case No. 16

• Case No. 17

To establish emotional linkages to customers, a permanent presence is required in the brand consciousness of the individual. This can be achieved in sensory marketing if all five human senses are activated in getting closer to and deeper into the customer’s mind and heart (Source: Hulten, Bertil & others; Page: 12)

Source: Hulten, Bertil & others; Page: 17

The Brand Soul

The Supreme Sensory

Experience Source: Hulten, Bertil & others; Page: 165

Subliminal Messaging • We can’t consciously perceive subliminal messages, even if we’re looking for them • Three types of subliminal messages:

1. Sub visual messages – visual cues that are flashed so quickly (generally a few milliseconds) that people don’t perceive them.

2. Sub audible messages – low volume audio cues that are inserted into a louder audio source, such as music.

3. Back masking – an audio message that is recorded backwards, with the intention of playing it forward to disguise the reversed message.

• New researches has shown that subliminal messages in advertising can, in fact, influence our purchasing behavior (Karremans, Stroebe, & Claus, 2006)

• Fitzsimons, Chartrand, and Fitzsimons (2008) found that people were able to list significantly more uses for a brick when they were subliminally primed with the logo from Apple (compared to IBM’s logo)

• Légal, Chappé, Coiffard, and Villard-Forest (2011) subliminally primed people with the words “to trust.” The result? Those people found a message about tap water consumption to be significantly more persuasive

• Bornstein, Leone, and Galley (1987) found that people agreed more with a person after they were subliminally flashed with a picture of him or her.

Source: Link 5

Do you see MOM?

The Future

• Online/Offline Companies using both online/offline Sensory Marketing techniques

• A breakthrough into the world of smells:

– Phones will probably enable us to smell who is calling, and websites and emails will be aromatized

• More use of Multisensory Techniques

Source: Link 6 & Aradhna, Krishna; Page: 371

More Examples

Source: Link 7

More Examples

Source: Link 7

More Examples

Source: Link 7

More Examples

Source: Link 7

More Examples Source: Link 7

More Examples

Source: Link 7

More Examples

Source: Link 7

More Examples

Source: Link 7

Source: Link 7

More Examples

Source: Link 7

More Examples

Source: Link 7

Sources for Links & Books • Aradhna, Krishna; “Sensory Marketing: RESEARCH ON THE

SENSUALITY OF PRODUCTS”, Routledge, New York; 2009 • Hulten, Burtil & others; “Sensory Marketing”, Palgrave, New York;

2009 • Link 1:

http://www.ingentaconnect.com/content/apbj/ijmc/2011/00000013/00000004/art00022?crawler=true

• Link 2: http://www.air-aroma.com/scent-marketing • Link 3: http://www.learnmarketing.net/soundmarketing.htm • Link 4: http://alternativesfinder.com/sales-techniques-and-tricks-

used-by-retailers-how-apple-nike-others-increase-their-income/ • Link 5: http://www.nickkolenda.com/subliminal-messages/ • Link 6: http://www.martinez-ribes.com/the-power-of-the-senses-

sensory-applications-in-retail/ • Link 7: http://www.creativeguerrillamarketing.com/guerrilla-

marketing/122-must-see-guerilla-marketing-examples/

Source for Cases

• All of the cases are from YouTube and are uploaded on the following link: – http://104.237.255.138/Leila%20Zahiri%20-%20Cases.zip

Thanks for your Attention