Well Being Consumer and sensorial marketing
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What is the well-being of consumers? What is the well-being consumer? How do we tap into it through a sensorial marketing approach?
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Well Being Consumer and sensorial marketing
- 1. AMATI & Associates SENSORIAL MARKETING AND THE WELL-BEING CONSUMER 1
- 2. Well-being definition ILLUSTRATIVE AMATI & Associates Well-being is a positive reinforcement loop between wellness and pleasure I play volleyball for fun, but at the end of the game I feel good! NY Consumer Feeling well is the climax to enjoyment e.g., fun beyond instant gratification is about wellness Pleasure Well-being & Being-well Wellness activities, where possible, should be pleasurable in themselves e.g., by delivering ultimate relaxation Wellness 2
- 3. AMATI Rational vs. Emotional & Associates Well-being is not about a conscious balancing act, nor a rational connection, nor about tension or compromise Rational Decision ý I saw the movie… Emotional Reaction Don’t take the fun out of pleasure! Consumer … I don’t eat at McDonalds’ I have seen “Super-size me” and as a teacher and a father - I made sure my students and my children also watched the movie…but that does not mean I am never eating at McDonald again! Consumer Don’t tell me what’s good or not for me! Consumer Balance is an oversold marketing buzzword ! Consumer 1) Well-being is not about rational decisions, is more of a sub-conscious process 2) Consumer reject the notion of balance and compromise 3
- 4. AMATI Paradoxes & Associates Well-being is wellness and pleasure intertwined, in a subliminal way through paradoxes Healthy….. …. but do tell me is healthy Sense… … but not rationalized ‘Wow’… … but not overwhelming Comfortable… … but not boring Reassuring… … but not preachy Balanced compromise… … but no trade-offs Simplicity… … but not mono-functional Believable… … but not patronizing 4
- 5. Life stages ILLUSTRATIVE AMATI & Associates The Well-being sweet-spot changes by life stage Well-being Sweet Spot Pleasure When you are young it’s just all about fun, sex, do lots of things and travel Young Consumer Before I was a dad I would play only blood and shoot games, now that I have a kid, I play with her Consumer Now our sweet spot would be about having fun, later it would be a warm home Young Consumer Wellbeing e.g., Sex & Excitement Discovery & Identity Settled Nurture & Fulfilled Spiritual & Healthy 5
- 6. AMATI How do we tap into this insight? & Associates By delivering Unique Sensorial Experiences, we can relate to this consumer Unique sensorial experiences Recent developments in sensory-emotive branding create new standards for success. Brands are being transformed into amazing experiences. It is about how consumers interact with a product, how they feel by using the product, or even how they identify with the product David Ingersoll, VP Takasago Int 2005, Esomar From: Via: To: Features driven products Benefit driven products Experience centric products e.g., 6
- 7. AMATI Don’t call it sensorial & Associates Sensorial - as a slogan - does not resonate well with consumers Sensorial stands for… Unrealistic expectation… Consumer …does it have anything to do with Ambient Music?? Consumer …sounds like a consulting bullshit!… Consumer Life in Motion … sounds like real estate agents overselling… Consumer …not an everyday experience… Consumer … but they like…. Experiencing the experience 7
- 8. AMATI & Associates AMATI & Associates Registered address: ul. Pułku Baszta 4A lok. 26, 02-649 Warszawa, polska nip: pl 5213627346 url: www.filibertoamati.com 8