Presentation Transcript

1. What is Sensory marketing

   How a firm shouldtreatitscustomers in a more individualizedway in today’s society. Sensory marketing is all aboutofferingsensations as expressionsfor the brand soul, which gives opportunities to reach the individual’s mind and heart in providing the suprimesensoryexperience. It is through the sencesthateveryindividualbecomesconscious of and perceivesfirms, products and brands. This meansthatfurtherknowlegdeabout the human sensesmightmake a firms marketing more successful.
2. Sensory marketing cancreate brand awareness and establish a brand image that retales to the customersidentity, lifestyle and personality. Sensory marketing treatsitscustomers in a more intimate and personalway. Sensory marketing puts the human brain, with itsfivesenses, at the center of marketing.
3. A model The firm the individual Sensorialstrategies and customertreatment Brand and experiencelogic The five human senses Smell, sound,sight, Taste and Touch Sensoryexperience
4. Sensorialstrategies and customertreatment The smellsense is closelyrelated to ouremotionallife, and scentscanstronglyaffectour emotions. Vanilla and clementineaffectcustomersbehavior and makingthemstaying longer in a shop. Sound has alwaysbeen of greatimportance in society. (jingles).
5. Sight is generally held to be the most powerful of the human senses and it is also the most seductive. A taste strategydifferentiates a brand and offers surplusvalue to customers. The touch sense is the tactilesense by whichwe have physicalcontact with the surroundingworld and caninvestigate three-dimensional objects.
6. Sensory marketing is abouttreatingcustomersthroughsensorialstrategies to accomplish a supremesensoryexperience. Sensory marketing illustrates the start of a developmenttoward more and more individualization, resulting in increasedcustomer power thatwillaffect a firm’sstrategy and tactics.
7. A sensoryexperience is the result of the reactions of the senses to different elements or triggers in marketing. These elements or triggersareoftencalled ”stimuli” in a traditionalpsychologicalcontext.
8. Marketing 3.0 Three waves. First wave (the development of the agricultural society. Around 1950) Second wave ( creation of modernindustrial society and the modernization of society (1960-1970)) Third wave ( post-modernization (technology) ongoingglobalization with increasedcompetitionamong brands in nearly all consumermarketsaround the world.
9. Induvidualization as lifestyle. Forming new identities –threepersonaldriving forces. Identity creation a) symboliccontent and meaning. b) shopping as experience. c) products as artifacts
10. Self-fulfillment a) quality of life and welfare b) qualifiedconsumtion c) service-related time use-visitingfriendsect. Sensoryexperience a) activedialoque and participation. b) emotional and rationel behavior. c) physical and virtual attendance.
11. Manyindividualswant to belong to the collective and at the same time beunique. In thisregard brands play a crucialrole and offer the possibility of creating an identitythatcanbe transferred to others via certain brands.
12. So sensory marketing is a firm’sability to accomplish a suprimesensoryexperiencewith a strategicdirection, attaching as many of the human senses as possible.
13. Assignment part 1 Make an ordinarypresentation of a brand of yourownchoice. Show it to yourclassmates.