Almost our entire understanding of the world is experienced through our senses. Our senses are our link to memory and can tap right into emotion. A bright fresh spring day has a particular smell to it. Manufacturers try to bottle this feeling of life's renewal. Then the marketers use the emotional connection to spring to sell their dish washing liquids, toilet cleaners, shampoos, soaps, window cleaners and, well, you name it. Bringing on the five senses has worked very well in emotionally connecting people to the rituals of faith. Candles flicker, the incense wafts, the choir strikes up rousing anthems of devotion, there's pageantry, elaborate costumes, and foods for special occasions. Even the sixth sense "the intuitive perception beyond the five senses" is given a special place in the pantheon of world religions. We store our values, feelings, and emotions in memory banks. Compare that memory to the standard video recorder which records on two separate tracks: one for image, one for sound. The human being has at least five tracks: image, sound, smell, taste, and touch. These five tracks contain more data than one can imagine because they have direct bearing on our emotions and all that they entail.
[...] The importance of Sensory marketing can be evidenced by the following statistics: 80% of all consumers think that the smell of a new car offers one of the most joyful moments when purchasing a car. 60% of all consumers state that it's the sound of a cell phone the look or its features –that distinguishes one brand from another. 75% of our emotions are based on what we smell rather than what we see and hear. (Morten, Bennett, Murray 2001) By making connection between the brand and another entity, consumers may form a mental association from the brand to this other entity and, consequently, to any or all associations, judgements, feelings, and the like linked to the entity. Thus, the consumers are more likely to make brand decisions on the bases of considerations such as thoughts, feelings, associations Historical overview of the brand In the order to better understand the new trends of the marketing, we propose you to take a time and pass through a number of phases of the brand evolution over the years. [...]
[...] This familiarity will allow to reconstruct the brand in such a way that each sensory component is enhanced and can stand alone Releasing the Brand Now that all ingredients of sensory marketing have been independently and strongly established, the brand can be released. Conclusions Powerful branding is first and foremost about having an idea, which is communicated to customers with absolute consistency. In a literal respect, businesses that use sensory effects are simply engaging in another form of communication, which like loud music or overpowering smell can sometimes be invasive and unwelcome. [...]
[...] Leaving to one side what must surely be the rashest brand promise ever made, Orgasmic Chocolates—which claims to induce feelings of “well being, relaxation, and euphoria” in those who indulge—stretches to the extreme the fashion for enveloping consumers in sensory experience.” (Lindstrom, 2006) But strip away the mystique and what does sensory marketing amount to: another faddish craze or the essence of brand appeal? Sound The second dimension that is heavily leveraged in today's brand-building process is the use of sound. [...]
[...] Source: www.consensus-technology.pl The findings of Anja Stöhr's research have confirmed a great influence of professionally applied scent marketing on the sales outcome. Sony Ericsson The most recent attempt in the scent marketing is that when Sony Ericsson announced the their development of the scent phone SO703i for Japanese mobile carrier NTT DoCoMo. Sony Ericsson claims that this phone can emit a relaxing scent to help distressed users by placing scented sheets on the back panel of the handset. At the moment there are nine scent flavors available to choose from, and each one comes with a matching interchangeable cover design. [...]
[...] Drinks Drinks companies (perhaps with an eye to the day when alcohol advertising might eventually be banned) are also adept at building sensory cues into brand communications. For an example look no further than Smirnoff Ice, which builds TV, web-based, and experiential marketing campaigns (featuring public snowball fights) around Uri—a fictitious Smirnoff Ice drinker who lives in the frozen wastes of Eastern Europe—aimed, one might guess, at forging a mental link between Smirnoff's fantasy world of ice and the generic pleasure of drinking ice-cold spirits. [...]
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