Sensory marketing

Résumé du document

Today's companies experience more difficulties in differentiating themselves from their competitors, consumers are increasingly volatile and the product itself is no longer enough to satisfy them. In this context, sensory marketing has developed and has shown its advantage as far as signs are concerned. Sensory marketing is a new form of marketing which solicits one or more of the five senses of the consumer to create a purchase ambiance and to emphasize a product. The senses of the consumer are awakened to make him go through a pleasant and lucid experience. Because of its success with purchasers, sensory marketing is defined as a true trend which proposes an alternative to mitigate the insufficiency of traditional marketing. With this observation, one is entitled to wonder as to whether, in the years to come, sensory marketing will remain a simple trend or if it can develop and affirm itself as an entirely different and durable marketing model. To answer this question, I chose to divide my reflection into 4 axes: first of all a detailed description of sensory marketing, then an analysis of the real effectiveness of this marketing, thirdly a study of its constraints and limits, and finally, an analysis of the possibilities of its development. Sensory marketing solicits the senses of the consumer to seduce him/her by increasing his/her well being. It promotes the link between the sign and its customer. It can be product oriented (applied to the product) or point-of-sale oriented (applied to the stores).

Extraits

[...] After all percent of the world's mobile phone users listen to their Motorola phone ringing approximately nine times a day. As we can see, there are a lot of challenges to be taken for companies who understand the importance of using the sound as one of core incidents of their “sensory marketing policy”. What should be realized is that as smell is connected to memory, so sound is connected to mood. Sound does in fact generate mood. It creates feelings and emotions. [...]

[...] 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. Despite the fact that audio technology has been available for over a hundred years, the use of sound in marketing has not been perfected nearly to the degree of its visual counterpart. Only 9 percent of all brands utilize the strengths of audio in making their brand more distinct, clearer, consistent, and memorable across a majority of their channels. [...]

[...] Sensory Technology - Its Strategic Application to Brand Management. Master Brewers Association of the Americas. Retrieved February from http://www.mbaa.com/TechQuarterly/Abstracts/2001/tq01ab28.htm 11. Martin Lindstrom. Turn Your Retail Store Into a Sensory Experience (2006). Retrieved February from http://www.brandsense.com/index.php/cmsid__reviews3 Kevin Lane Keller Strategic Brand Management p From an article taken from www.scentmarketing.org “When scent marketing stinks: Four Points by Sheraton” [3]Graphic Supplies: www.g-supplies.com/index.htm Scent Air: www.scentair.com www.asia.cnet.com unveils new phones” Carolyn Shapiro (2006). Can scent sell? A growing number of retailers seem to think so. [...]

[...] Passive thinking, on the other hand, tends to be more undirected (unconscious perception, thinking judgment) than critical (conscious perception, thinking judgment). Is touching a product prior to purchase important? By touching the product, the customer receives haptic information. This kind of information which is best obtained through touch by the hands is really important for some products, for some people and in some situations. Product categories in which texture, hardness, temperature, or weight information varies in a diagnostic manner are more likely to encourage touch. [...]

[...] Roth performed in 1988. He colored a lemon-and-lime flavored drink in various degrees of intensity. He then asked hundreds of students to say which was the sweeter. Most got it wrong. They believed that the stronger the color, the sweeter the drink. But in fact it was quite the opposite: the stronger the color, the more sour it actually was. In another test, C. N. DuBose asked the subjects to taste grape, lemon- lime, cherry, and orange drinks. There was no trouble correctly identifying the flavor if the color matched. [...]