Sensory branding

1. The Sensory
Branding
June 19th, 2013

2. Our five senses
(Sight, Sound, Touch, Smell and Taste)
help build emotion and thus remain in
our memory longer. Sensory Marketing
plays a vital role in customers’ purchase
decision
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3. DEFINITION
Sensory branding is a type of marketing that appeals to all the senses in
relation to the brand. It uses the senses to relate with customers on an
emotional level. Brands can forge emotional associations in the
customers' minds by appealing to their senses. A multi-sensory brand
experience generates certain beliefs, feelings, thoughts and opinions to
create a brand image in the consumer's mind.
Visual
Auditory
Olfactory
Gustative
Tactile
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4. THE ROLE OF SMELL IN OUR LIVES
• The human nose can identify and recall up to 10.000 scents
• Smell is 1.000 times more sensitive than taste
• Most primal and direct sense, immediate impact
• Up to 75% of our emotions are generated by what we smell
• Olfactory cues hardwired into brain’s limbic system
• Direct connection with Emotions and Memories
• “Memory Markers” can stimulate vivid recollections
• Even olfactory cues can cause resurrection and “experience”
• Can impact information processing (smell of coffee or lemon can make us
alert)
• “Proust Effect” relationship between sensory stimulation and memory
(French novelist Marcel Proust)
• It can influence customers' emotional state and mood to make the
customers more susceptible to impact customer behavior.
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5. OLFACTORY
For example, some supermarkets in Northern Europe are
connected to bakeries by hundreds of meters of pipeline. The
pipes carry the aroma of fresh bread to the stores' entrances.
The strategy works. Passers-by are struck with hunger and drawn
inside the shop.
A major British bank introduced freshly brewed coffee to its
branches with the intention of making customers feel at home.
The familiar smell relaxes the bank's customers, not an emotion
you'd normally associate with such an establishment.
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6. OLFACTORY
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7. OLFACTORY
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8. OLFACTORY
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9. ARCADE MARKETING
Sensory solutions from Arcade Marketing offer a unique
combination of outstanding quality, customer service and program
management.
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Exceptional rendition quality across all product lines
A portfolio of sampling solutions to serve every kind of campaign
Technology that differentiates and elevates your product
Solutions that optimize any channel: stores, online, direct mail
Label technology that simplifies at-home distribution and can
significantly lower cost
• Insight into consumer behavior and trends through proprietary
research
• Intelligent sampling solutions that create synergy across any
channel (magasines, street marketing)
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10. The Power Of Sampling Solutions
Whether It’s beauty, fragrance or skin-care products, sensory samples bring
products to life. Consumers are more engaged, more connected and more
inclined to buy when they first test a product with an alluring sensory
sample delivered in stores, in print advertising or at home through direct
mail.
Sensory samples help manufacturers:
• Motivate consumers to buy. Increase purchase intent when consumers
experience a product with a sensory sample.
• Turbocharge advertising and direct marketing performance. Print ads with
sensory samples can have more stopping power than the same ad without a
sample.
• Ignite trial. Sensory samples accelerate the path to purchase by giving
consumers an opportunity to try a product before buying it.
• Create excitement and break through marketplace clutter. Sensory samples
may create an emotional connection to products that generate positive
associations and increases the likelihood of purchase.
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11. The Power Of Sampling Solutions
Sensory samples help manufacturers:
• Minimize buyers’ remorse among consumers. Buyers like sensory samples
because they reduce the risk of purchasing products that may be incompatible
with their skin or their tastes.
• Engage consumers in the home. At-home samples give consumers more time
to evaluate products, while being perceived as a welcome respite from life’s
daily routine.
• Communicate trust. Sensory samples demonstrate that the company stands
behind its products and is committed to the highest quality.
• Strengthen brand. Sensory samples express that manufacturers and retailers
understand consumers and are working hard to win their loyalty and business.
• Accelerate word-of-mouth buzz. Sensory samples get consumers talking about
your products.
• Collect immediate feedback . Sensory samples offer an immediate customer
response about your product that can be used to enhance the offering and its
presentation to the marketplace.
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12. ARCADE MARKETING RUSSIA
Stephane Philip
Arcade-Europe Russia-Ukraine
Mob. Russian. +7 925-004-41-90
Mob. Ukrainian + 380 66 508 09 74
Email : sphilip@acarde-europe.fr
Кrasnopresnenskaya nab. 12, bureau 320 123610
Моscow
Тel. +7 (495) 258-15-96
Website: www.arcadeinc.com
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