What is Sensory marketing How a firm should treat its customers in a more individualized way in today’s society. Sensory marketing is all about offering sensations as expressions for the brand soul, which gives opportunities to reach the individual’s mind and heart in providing the suprime sensory experience. It is through the sences that every individual becomes conscious of and perceives firms, products and brands. This means that further knowlegde about the human senses might make a firms marketing more successful. Sensory marketing can create brand awareness and establish a brand image that retales to the customers identity, lifestyle and personality. Sensory marketing treats its customers in a more intimate and personal way. Sensory marketing puts the human brain, with its five senses, at the center of marketing. A model The firm the individual Sensorial strategies and customer treatment Brand and experience logic The five human senses Sensory experience Smell, sound,sight, Taste and Touch Sensorial strategies and customer treatment The smell sense is closely related to our emotional life, and scents can strongly affect our emotions. Vanilla and clementine affect customers behavior and making them staying longer in a shop. Sound has always been of great importance in society. (jingles). Sight is generally held to be the most powerful of the human senses and it is also the most seductive. A taste strategy differentiates a brand and offers surplus value to customers. The touch sense is the tactile sense by which we have physical contact with the surrounding world and can investigate three-dimensional objects. Sensory marketing is about treating customers through sensorial strategies to accomplish a supreme sensory experience. Sensory marketing illustrates the start of a development toward more and more individualization, resulting in increased customer power that will affect a firm’s strategy and tactics. A sensory experience is the result of the reactions of the senses to different elements or triggers in marketing. These elements or triggers are often called ”stimuli” in a traditional psychological context. Marketing 3.0 Three waves. First wave (the development of the agricultural society. Around 1950) Second wave ( creation of modern industrial society and the modernization of society (1960-1970)) Third wave ( post-modernization (technology) ongoing globalization with increased competition among brands in nearly all consumer markets around the world. Induvidualization as lifestyle. Forming new identities –three personal driving forces. Identity creation a) symbolic content and meaning. b) shopping as experience. c) products as artifacts Self-fulfillment a) quality of life and welfare b) qualified consumtion c) service-related time use-visiting friends ect. Sensory experience a) active dialoque and participation. b) emotional and rationel behavior. c) physical and virtual attendance. Many individuals want to belong to the collective and at the same time be unique. In this regard brands play a crucial role and offer the possibility of creating an identity that can be transferred to others via certain brands. So sensory marketing is a firm’s ability to accomplish a suprime sensory experiencewith a strategic direction, attaching as many of the human senses as possible. Assignment part 1 Make an ordinary presentation of a brand of your own choice. Show it to your classmates.
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