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Sensory Marketing
1. Presented by: Leila Zahiri
Email: leila.zahiri@gmail.com
(Dr. Shahtahmasbi Class of Marketing 2)
Sensory
Marketing
2. What is Sensory Marketing?
– Making customers aware of a product or a brand in order
to reach tactical, short-term sales targets (Traditional)
vs.
– Clarifying a firm’s identity and values with the long-term
goal of creating brand awareness and establishing a
sustainable brand image (Experiential)
3. What is Experiential Marketing
• Consumer value resides not in the product purchased, not in the brand chosen,
not in the object possessed, but rather in the consumption experience(s) derived
therefrom.
• All products provide services in their capacity to create need- or want-satisfying
experiences.
• All marketing is “services marketing”
• The five portals are represented by factors such as product features and promises,
norms and values, perceptions and programs, identity and self-expression, and
emotions and love, which are related in different ways to the mental flows and
processes of the human brain
• Deepen and individualize the experience of a brand
Micael Dahlén: It is not only the good or the service in itself that is
crucial for the individual’s final sensory experience
Andreas Buchholz and Wolfram Wördemann: Successful brands
build on the establishment of five portals in the brains of customers
Source: Hulten, Bertil & others; Page: 16
4. Traditional vs. Experiential
Marketing
Traditional Marketing Experiential Marketing
Focus • Focus on product’s features
and benefits
• Focus on customer’s
experience
Scope • Product Category &
competition are narrowly
defined
• Focus on consumption as a
holistic experience
Customer’s Mental Model &
Decision Making
• Customers are viewed as
rational decision makers
• Customers decide by their
cognitive mind
• Customers are rational and
emotional people
• Customers decide by their
cognitive & emotional mind
Marketer’s Approach • Methods & Tools are analytical,
quantitative & verbal
• Methods & Tools are Eclectic
Target • Cater to Mass Market • Establish one to one
relationships
Marketing Relationship • One way from Seller to Buyer • 2 Sided between Seller & Buyer
Customer’s Role • Customer as inactive receiver • Customer as a superstar
(completely unique and
initiative)
Source: Link 1
5. 4 P Comparison
4 P Traditional Marketing Experiential Marketing
Product Meet customer’s
materialistic needs by
increasing product’s
function
Meet customer’s
satisfaction by creating a
unique experience of the
product
Price Effectiveness of the
product or service price
Experience the product or
service value
Place Creating distribution
network
Creating communicational
links
Promotion Increasing customer’s
knowledge of the product
Results from mouth to
mouth advertisement
6. Starbucks - Much more than a cup of Coffee
• Sensory Marketing Deeper and more personal relationship with customers
• Giving the brand further aesthetic and emotional values
• Creating a view of the chain as a third place outside of home and work.
• A visit to Starbucks an experience for the mind and the heart
– The inspiring environment makes it comfortable to read a book or talk with friends
– The green and yellow of the interior, together with pleasant lighting, offer a
soothing and restful visual experience
– The relaxing music is selected with precision and care by the Starbucks Content
Team to create the “sound of Starbucks”
– Smell and taste of the freshly ground coffee, as well as the comfortable texture,
solidity, and shape of the armchairs,
– Sensory experience of the brand
Starbucks where Experiences can be shaped, Emotions can be
expressed, and Memories can be created
Play:
Case 1
Case 2
Case 3 Source: Hulten, Bertil & others; Page: 2-3
7. Sensory Marketing
• Tailor made products – fragmentation of market segmentation
• Advertisement no longer enough
• Sensory marketing is not about the masses or the segment; it is
about the individual
– Subjective nature of the experience
– Affecting both right and left hemispheres (Rational and Emotional)
• Empathy and Delight (Source: Hulten, Bertil & others; Page: 155)
• Marketing that engages the consumers’ senses and affects their
behavior – NEW SENSATIONS (Source: Aradhna, Krishna; Page: 33)
14. A Sensorial Scent strategy - Olfaction
• Scent Characteristics:
– Hard to Label but Easy to Recognize
– Scent Preferences Are Learned
– Scent Processing Is Slow but Persistent
• Effects of Scent on Consumer Behavior
– Mood
– Evaluation
– Spending (Source: Aradhna, Krishna; Page: 77)
– Memory
– Lingering
15. • Odor Emotion Memory
Brain Behavior
• Short Term vs. Long Term
Effects
• Signature scents
• Scents As Femininity and
Masculinity
o Vanilla and clementine
scents
• Different Cultures
Different Perceptions (Source:
Aradhna, Krishna; Page: 143)
20. Long Term Effect
Signature Scent
The results are in, happier
customers who remember your
brand and linger longer
(Source: Link 2)
Play: Case No. 6
Case No. 7
24. A Theme of Chocolate - Verizon Wireless
Source: Hulten, Bertil & others; Page: 52-53
25. A Sensorial Sound/Audio Strategy - Audition
• Sound through music Service landscapes such as shops and supermarkets
trying to create a good atmosphere
• Signature Sound
– Case (music 1)
– Case (music 2)
– Case (music 3)
Sources: Link 3 & Hulten, Bertil & others; Page: 8
26. – Case (music 4)
– Play: Case 8
– Play: Case 9
First Jingle Sound
Ad on TV - 1940
28. The liked or disliked music may affect individuals’ mood, which in
turn guides customers’ product choices
Music may act as a peripheral persuasion cue in advertising,
triggering affective feeling states or moods that can spill over and
shape consumers’ ad or brand attitudes (occurs when consumers’
involvement with the target item is low)
Consumers’ involvement with a message
plays an important role in how music affects
consumers’ processing of information
Source: Aradhna, Krishna; Page: 147
29. A Sensorial Sight Strategy - Vision
Consequences of Visual Perception/Effects of
visual cues:
– Perception
– Sensation
– Affect
– Memory
– Cognition & Judgment
– Behavior
Source: Aradhna, Krishna; Page: 209-215 – Play: Case 10
33. A Sensorial Taste Strategy - Gustative
• One of the most distinct emotional senses depending on other senses
• Strengthening a firm’s or a brand’s identity creating an image of a
product
• Rival firms compete with products that are similar in terms of price and
quality Differentiate & Attract attention Adding Value
• Name, Presentation, and Knowledge Taste Experience of the
customer
• A much stronger experience: Synergies of other senses (Source: Hulten,
Bertil & others; Page: 11)
• Drivers of Taste Perception:
– Vision
– Smell
– Color
– Sound
– Haptics
– Brand Name
– Ads
– Ingredients (Source: Aradhna, Krishna; Page: 318)
Tastefully
Promoting Your
Brand
35. A Sensorial Touch Strategy - Haptics
• Physical interaction Availability in physical form
• Unique shape
• Tactile Marketing
• Adding Vibration and simulated pressure
A touch strategy
makes it possible for
customers really to feel
and touch a brand
39. Synergy of All Senses
Play:
• Case No. 14
• Case No. 15
• Case No. 16
• Case No. 17
To establish emotional linkages to customers, a permanent
presence is required in the brand consciousness of the individual.
This can be achieved in sensory marketing if all five human senses
are activated in getting closer to and deeper into the customer’s
mind and heart (Source: Hulten, Bertil & others; Page: 12)
43. Subliminal Messaging
• We can’t consciously perceive subliminal messages, even if we’re looking for them
• Three types of subliminal messages:
1. Sub visual messages – visual cues that are flashed so quickly (generally a few milliseconds) that
people don’t perceive them.
2. Sub audible messages – low volume audio cues that are inserted into a louder audio source, such
as music.
3. Back masking – an audio message that is recorded backwards, with the intention of playing it
forward to disguise the reversed message.
• New researches has shown that subliminal messages in advertising can, in fact, influence our purchasing
behavior (Karremans, Stroebe, & Claus, 2006)
• Fitzsimons, Chartrand, and Fitzsimons (2008) found that people were able to list significantly more uses
for a brick when they were subliminally primed with the logo from Apple (compared to IBM’s logo)
• Légal, Chappé, Coiffard, and Villard-Forest (2011) subliminally primed people with the words “to trust.”
The result? Those people found a message about tap water consumption to be significantly more
persuasive
• Bornstein, Leone, and Galley (1987) found that people agreed more with a person after they were
subliminally flashed with a picture of him or her.
Source: Link 5
45. The Future
• Online/Offline Companies using both
online/offline Sensory Marketing techniques
• A breakthrough into the world of smells:
– Phones will probably enable us to smell who is
calling, and websites and emails will be
aromatized
• More use of Multisensory Techniques
Source: Link 6 & Aradhna, Krishna; Page: 371
57. Sources for Links & Books
• Aradhna, Krishna; “Sensory Marketing: RESEARCH ON THE
SENSUALITY OF PRODUCTS”, Routledge, New York; 2009
• Hulten, Burtil & others; “Sensory Marketing”, Palgrave, New York;
2009
• Link 1:
http://www.ingentaconnect.com/content/apbj/ijmc/2011/0000001
3/00000004/art00022?crawler=true
• Link 2: http://www.air-aroma.com/scent-marketing
• Link 3: http://www.learnmarketing.net/soundmarketing.htm
• Link 4: http://alternativesfinder.com/sales-techniques-and-tricks-
used-by-retailers-how-apple-nike-others-increase-their-income/
• Link 5: http://www.nickkolenda.com/subliminal-messages/
• Link 6: http://www.martinez-ribes.com/the-power-of-the-senses-
sensory-applications-in-retail/
• Link 7: http://www.creativeguerrillamarketing.com/guerrilla-
marketing/122-must-see-guerilla-marketing-examples/
58. Source for Cases
• All of the cases are from YouTube and are
uploaded on the following link:
– http://104.237.255.138/Leila%20Zahiri%20-%20Cases.zip
