Tutorial #9
Closing: 17.11.15
Problem : Creative Idea & messages
Learning objectives:
- The 5 senses
- How do people use them to receive messages?
- How to create a message using the 5 senses
- case studies
How do people use the five senses to receive messages?
Background of 5 sensory marketing. Although the concept has been around, it hasn't been consciously used as a marketing scheme like it is today with gum brands like 5 gum - 'stimulate your sense'. Some past examples of sensory marketing is the introduction of lemon scented dish detergent. There's a small correlation of these two things because people associate the smell of lemon as 'clean' & in the past it's been used as a grimefighter they used this to sell more dish soap making people think it would make the dishes cleaner in some way.
Sensory correlation is a primal human experience, brand names and what's 'hot right now' are only learned. Feeding to the senses will connect to a more rooted part of our beings.
Sensory signature: A sensory tactic that a brand can use in order for consumers to relate back to. Ie, Singapore Airlines uses a special aroma put into the hot towels and on flight attendants. Making FF feel more at home.
When bringing a brand into a new place, using this 5 sensory marketing, it's important to know the market thoroughly. enjoyed smells, tastes, sounds are not universal, it's important to adapt the product to match the place. For example: spicy foods would invoke a taste of home for more Asian cultures than it would for say scandinavian countries.
How to create a message using the 5 senses?
Customers don't want to be 'sold' on products these days. There are overwhelming amount of generic ads that don't stimulate people enough to be memorable, or even interesting. In an HBR article, they discuss the fact that our senses are more involved in our unconscious decisions that marketers aren't aware of. Lawrence E. Williams and John A. Baurgh conducted studies that show that even temperature can affect a persons decisions
Aradha Krishna, someone considered a specialist in sensory marketing, talks about how some smells or sounds suggest things to the receiver. Like the lemon example before, scent of lemons suggest cleanliness. What's beneficial about using these subtle tools in marketing is that the consumer doesn't see these as marketing schemes so they don't react negatively towards them.
16% Increase in dunkin donuts visits located near bus stops
29% Increase in sales at those locations
These were the results of a marketing campaign run in South Korea, where the jingle was played in buses an aroma of coffee was sprayed into the bus.
Research conducted by Krishna and her colleagues proves that the triggered senses can have effects on "attitude, mood and even memory" Subjects given a tea tree scented pencil only had an 8% decrease in recalled information two weeks later whereas subjects given normal pencils had a 73% decrease of retained info.
It's proven through the studies conducted and the past experience of sensory marketing, that senses do have a big unconcious impact in consumer behaviour. There are no step by step ways of applying sensory marketing. Only that companies should keep an open mind, experiment with different ideas. People relate smells and tastes to different feelings ie. smells of wood and leather = idea of wealth. Depending on the industry there are insights to how people relate certain senses to certain feelings or ideas.
Case studies
1. Marriot Hotels did a full body experience campaign #teleported where they stood outside City Hall in New York City and took newlywed couples to experience a virtual reality (The Oculus Rift) 'teleportation' to another hotel in a different place. This encapsulated many sensors with feel and sight.
2. The british company Lush is a natural bath & body shop, They sell an array of items from bath to make-up products. A way they use sensory marketing (whether intended or not) There products are so powerful in scent that even if you are near a Lush shop you can start to smell the aromas and you yourself start to smell, other people can smell the scent on you even after you've left. They also let you test ANY product in the shop,, they have big bowls for the purpose of showing how products work, feel, etc. So you see the results, smell the products, feel, etc.
Very interesting Ted talk on our topic. Simon Harrop says 83% of all information received is interpreted visually. However, we distinguish this info using our cortex part of the brain, the rational part. So if we interpret this info incorrectly or are overwhelmed with the info we probably won't hold on to it, it won't be memorable. Whereas our other senses play more to our emotions.
Very interesting Ted talk on our topic. Simon Harrop says 83% of all information received is interpreted visually. However, we distinguish this info using our cortex part of the brain, the rational part. So if we interpret this info incorrectly or are overwhelmed with the info we probably won't hold on to it, it won't be memorable. Whereas our other senses play more to our emotions.
No comments:
Post a Comment