Sensory Marketing

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AGENDA

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WHAT IS SENSORY MARKETING ? the marketing that engages

consumers senses and affects their perception, judgment and behavior.

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SENSORY IMPORTANCE

3/4/13 Source Brand Sense by Martin Lindstrom

IMPACT ON LOYALTY

3/4/13 Source Brand Sense by Martin Lindstrom

EVOLUTION

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WHY SENSORY MARKETING? Average consumer bombarded with 3000

messages a day

Very few impression consumer

messages create in the minds of

an the

TV viewership has declined Rise in systems like TiVo which enables users to skip ads

The only solution is HOLISTIC SELLING3/4/13

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TYPES OF SENSES

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SOUND

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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
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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)

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Represented synergy between sound and taste Patented Crunchiness

Kit Kat break & crunch

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Sound in retail spaces

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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 its raucous bullet roar The intel bong

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Some other brands that use sound well

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TASTE

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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 3/4/13 taste buds

Taste and Touch

Kelloggs 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.

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Taste and Smell

Smell has the highest influence on smell Potato Apple Pear Experiment

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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.

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Taste and Color

Research suggests beverages tastes are influenced by its color

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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 brand as a way of life than a beverage

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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

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Sight

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vision

Most stimulated sense in marketing South side Shopping center, London

Augmented Mini Cooper reality

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Print ads and posters

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Gordons gin (COLOR)

Positioned as a colorful gin 3/4/13

Coke (COLOR)

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COKE (SHAPE)

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Auckland city council

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HERSCHEYS and HENNESSY (SHAPE)

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SMELL

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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 3/4/13

TOUCH

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Sense of touch

Largest organ of the body? 50 receptors per 100 square millimeters containing 640000 micro receptors. Cold, heat, pain & pressure.

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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.

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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

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Temperature Beverages, Food, prickly heat powder, oil, shampoo http://www.youtube.com/watch? v=eCtED6hmtzU

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Touch and individual differences

Need for Touch scale (NFT) Women showed a higher Need for Tactile Input than men.

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Touch and situation cues

Non verbal communication A persuasive sign

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Compensation for sense of touch

Written description Visual cue

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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.

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Vision & Touch

Elongation bias

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Smash your brand

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Craft a sensory brand

Create an emotional tie between the brand and the customers Appeal to the senses Ensure systematic integration of experience

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