This presentation explains why brands must use senses to involve consumers, and h

1. SENSORY MARKETING
CREATING THE MULTI‐
CREATING THE MULTI
SENSORIAL EXPERIENCE
SENSORIAL EXPERIENCE
Pedro Ferreira
Professor of Consumer Behaviour
Portuguese Institute of Marketing Management

2. BACK TO BASICS… OR NOT?

3. FIRST ASSUMPTION
Most brands don’t use more than one or
two senses when building/communicating
their identity

4. Where it all starts
starts…
Stimuli Sensation Perceptual encoding
(exposure)
( ) (five
(fi senses) ) (process of meaning attribution)
( f i tt ib ti )
Sight See
Sound Ear
Odor Smell
Flavour Taste
Texture Fell

5. Sensory Importance
100
80
58
60 45
41
31
40 25
20
0
Taste Sight Smell Sound Touch
Source: Brand Sense by M. Lindstrom

6. Loyalty Impact Score
19
20
13
10
8 7
10
0
Taste Smell Sound Touch Sight
Source: Brand Sense by M. Lindstrom

7. SECOND ASSUMPTION
There are many unexplored sensory stimuli

8. SEEING

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

11. SHAPE…

12. DEPTH (3D)…
( )

13. AUGMENTED REALITY
REALITY…

14. OPTICAL ILLUSION
ILLUSION…

15. HEARING

16. Abercrombie and FitchTM uses loud upbeat music with a heavy bass
and eliminates gaps between tracks, creating a youthful nightclub-like
nightclub like
atmosphere in its teen focused clothing shops

17. In the 1970s, IBM
launched a silent
l h d il
typewriter that was
rejected b users who felt
j d by h f l
uncomfortable with the
new quiet machine.
i hi
Result? IBM added
electronic sounds to
l i d
replace the natural noise
it had
i h d worked to eliminate
k d li i

18. Harley-DavidsonTM has tried to
patent its raucous roar

19. SMELLING

20. The Smell and Taste Institute found in a study that 84% of
respondents were more likely to buy a p of Nike trainers in
p y y pair
a scented room compared with a non scented room

21. Where it all started...

22. Creating a sense
g
of well-being...

23. Olfactory logos...
...and others have
and
followed and will
follow such as Lady
Gaga

24. Olfactory logos...
Katy Perry’s new CD cover smells like cotton candy
y y y

25. Olfactory logos...
Kate Perry’s new CD cover smells like cotton candy
y y

26. Strange olfactory logos...

27. THIRD ASSUMPTION
Brands need to explore several senses and
various stimuli in order to create a positive
and deeper consumer involvement
– the multi-sensorial experience
h l l

28. A study by Millward Brown & M. Lindstrom shows that the
number of senses appealed to are correlated with the
perceived value of the product

29. A case of multi-sensorial
experience

30. Sight: plane interior design appeals to the airline
colours and sense of sophistication

31. Sight: flight attendants
wear a Christian Lacroix
design uniform inspired
in the French flag-carrier

32. Sound: the carrier introduced Air France Music, a selection
of rare and exclusive pieces of music played on b d it
f d l i i f i l d board its
aircraft (also available on social networking websites)

33. Taste: Air France has brought a
fresh, contemporary new touch to
its gastronomic meal service, a bold
and original menu elaborated by
three famous Michelin-starred
Michelin starred
Chefs

34. Scent: all aircrafts are scented with a unique fragrance. Flight
attendants also use a perfume with the same fragrance.

35. FINAL MESSAGE… AND BACK TO BASICS
Everything consumers experience is the result
of sensory stimuli
stimuli.
If we have 5 senses why not use them?