Presentation explains some aspects of rational marketing aproaching to all 5 senses for shos located on frequent sites. Scent and aroma are outlined as elements, that can be difficult presented trough mass media

1. Author Msc. Miro Mele dipl.ing. Parfummele d.o.o. 1
CELOVIT MARKETING
HOLISTIC MARKETING
Vloga čutil v marketingu
The role of senses in marketing

2. Author Msc. Miro Mele dipl.ing. Parfummele d.o.o. 2
Uvod – Introduction
• Marketinška orodja se • Marketing tools are
usmerjajo v racionalni asking for rational and
in emotivni odziv emotional response of
kupcev, toda še vedno customers, but most of
veliko večino izdelkov goods and services
in storitev nabavimo ali are delivered on
iščemo na konkretnih physical sites from real
lokacijah pri konkretnih people.
ljudeh.

3. Author Msc. Miro Mele dipl.ing. Parfummele d.o.o. 3
Oglaševanje - Advertising
• Oglaševanje v tisku in • Advertising in
drugih medijih vključno press, other visual and
z internetom so najbolj audio media and
pogosti kanali internet included are
oglaševanja. Na teh most common
kanalih uporabljamo channels for
grafične predstavitve advertising. Here we
vseh vrst, teksti in z use
njimi povezane graphics, sound, text
informacije in emotivne and related information
odzive. for emotive response.

4. Author Msc. Miro Mele dipl.ing. Parfummele d.o.o. 4
Čutila - Senses
• Za odločitve • All senses have impact
uporabljamo vsa čutila. on our decisions.
Poleg čutil vida, okusa, Beyond senses of
vonja, tipa in sluha sight, taste, smell, feel
uporabimo racionalno and hearing we always
in emotivno obdelave process information
teh informacij v rationally and
možganih. emotionally in brain

5. Author Msc. Miro Mele dipl.ing. Parfummele d.o.o. 5
Množični kanali komuniciranja
Mass media communication
• V masovnih medijih lahko • Mass media are suitable for
predstavimo likovne, graphic, sound and other
glasovne in druge avdio audio visual contents. But not
vizualne vsebine. Vsi izdelki all products and services are
in storitve niso povezani related only to this two
samo s čutili kot sta vid in senses! Why we „forget“
sluh. Ostala čutila moramo taste, feel and smell?
nagovoriti direktno in jih ne Reason is simple; we can not
moremo (razen delno tip) communicate this senses
posredovati preko množičnih indirectly. For holistic
medijev. Za celostno approach to customers
spodbujanje uporabnikov je creation of physical space
potrebno ustvariti konkreten and contact is needed. Only
prostor, kjer bomo lahko then holistic rational and
celovito nagovorili tako emotional response is
razum kot čustva. possible.

6. Author Msc. Miro Mele dipl.ing. Parfummele d.o.o. 6
Celostni ponudbeni prostor
Holistic shop
• Ponudbeni prostor moramo • Shop as place of offering
osmisliti kot prostor obljube, a products and services must be
tudi izpolnitve naših pričakovanj. realized as meaningful
Oblikovanje ponudbenega fulfillment of expectations.
prostora izdelkov ali storitev ni Design of shop becomes not
več samo problem only a problem of architecture,
arhitekturnega graphic design, audio-visual
oblikovanja, grafičnih content mass media presence
elementov, dobre glasbe in but also place of feeling scent,
super reklame v medijih ampak feel shape and taste impression.
tudi oblikovanje nagovarjanja Holistic approach of many
čutov tipa, voha in okusa. To je differential professionals and
proces, ki zahteva multi- artists is obvious.
disciplinarna znanja tako iz
tehnike in tehnologije kot iz
naravoslovja ter humanističnih
ved.

7. Author Msc. Miro Mele dipl.ing. Parfummele d.o.o. 7
Ekonomija celostnega marketinga –
Economy of holistic marketing
• Če si ogledamo stroške povprečne • Average media campaign has cost
medijske kampanje in njene učinke of contact 10 to 50 cents. We can
ugotovimo, da en kontakt stane od get 1 do 2% of executable leads, so
10 do 50 centov. Izkoristek ja lahko a customer cost is 10 to 50 EUR. By
1 do 2% torej nas en kupec stane choosing holistic approach situation
10 do 50 EUR. Kaj pa, če se is quite different. Beside good
odločimo za celovitost pristopa. apperance (arhitecture, design,
Prodajni prostor smo zagotovo avdio visual) that are commo for
vizualno lepo uredili. Glasbo lahko shops we can easy apply ather
hitro uredimo z majhnimi stroški, senses with minimum cost. Taste
stranke lahko otipajo naše vzorčne witg edible goodies, feel with
izdelke. Okušanje lahko uredimo z presenation and scent with scent
sladkarijami ali kavico ali prigrizki, diffusors. Aditional investment cost
vonj pa dodamo s stroškom začetne iz 5 EUR on sqm and maximum 1
investicije okoli 5 EUR na kvadratni EUR for consumables per day.
meter in največ 1 EUR na dan za
potrošni material.

8. Author Msc. Miro Mele dipl.ing. Parfummele d.o.o. 8
Učinovitost celostnega marketinga -
Efectivity of holistic marketing
• Učinek celostnega • Great effect of holistic
nagovarjanja čutil je marketing is on its
takojšen, saj vsak zazna immediate impact on all
takoj razliko. Verjetnost, da senses. Difference is
bo pogledal blago ali obvious. Possibility for
storitev je večja. Ostalo pa action of customer is very
je odvisno seveda od vaše high. We must only react
spretnosti. V povprečno on willingness and
obiskani lokaciji bo na curiosity of customer . On
mesec dni vašo ponudbo average location there is
zaznalo 3000 ljudi ob potential of 3000 leads by
strošku 5 centov na cost of 5 cents per lead.
prodajni stik. Vaš oglasni Are you willing to invest
proračun pa bo manjši, za 150 EUR for 3000
večji učinek! customers!?

9. Author Msc. Miro Mele dipl.ing. Parfummele d.o.o. 9
Kontakt - Contact
Aroma- Media d.o.o.
Mojca Čurin
GSM +386 40 270 017
mojca.curin@aroma-
media.net
www.aroma-media.net
Parfummele d.o.o.
Miro Mele
GSM +386 40 843 216
info@parfummele.com
www.parfummele.com