1 How do people use their 5 senses in order to receive advertising messages?
Sensory marketing and branding are the fields where the story of experience starts. Our five senses (Sight, Sound, Touch, Smell and Taste) help to build emotion and recognition.
And it’s crucially important to use them all to build brand. A multi-sensory brand experience generates certain beliefs, feelings, thoughts and opinions to create a brand image in the consumer's mind. It’s the easiest way to touch a soul of a customer (The DreamSpeaker)
Sight: Visual clutter makes it hard to attract consumers by sight alone.
e.g. Coke has a distinctive bottle and there’s always red and white. Before the 1950s, Santa Claus wore green. Coca-Cola changed that by having Santa wear red and white in its ads. In every shopping mall in the country today, Santa now sports the Coke colors at Christmas time, sending a subtle signal to millions.
As Coke demonstrates, shape and color can build brand identity. Others who have done it well include Hershey’s kisses; McDonald’s Golden Arches and just try to ignore the impact of the Hummer on car design.
Smell: Although the sense of smell is one of the most powerful and the only one we can’t turn off…fewer than 3 percent of companies have established a unique aroma. There are about 1,000 primary odors, each with the potential to influence mood and behavior. Scent is capable of evoking images, sensations, memories, and associations.
e.g. Singapore Airlines specially designed aroma is included in the flight attendants’ perfume, on the hot towels offered before takeoff, and is sprayed through the cabin before passengers enter.
e.g. lemon dish-washing detergent, which has been using for decades. The lemon scent makes people feel the detergent works better, even though there often is no real or minimal lemon in the product. Somebody came up with using lemon scent for dish-washing detergent, then the entrepreneur exploited the connection between lemon scent and cleanliness. The earlier connection may have been established based on lemon's acidity and used to cut grease and polish silver and to make things cleaner. When people started associating the lemon scent with a feeling of cleanliness (Krishna, 2010)
What influences the scents?
Individual differences variables such as impulsivity and age have also been found to have moderating affects
e.g. the ability of ambient scent to enhance consumer expenditures in a shopping mall was found to significantly diminish among older shoppers reflecting the fact that the acuity of our sense of smell begins to deteriorate as early as out 20s (Krishna, 2010)
Culture influences individuals in many ways, shaping thoughts, values and behaviours, often without conscious realisation. Culture also influences perceptions of scents. Researchers have found that babies learn about smells early but are indifferent to scents until they are about 8 years old (Krishna, 2010)
e.g. the Dassantch of Ethiopia find the odor of cattle (which connotes fertility and social status) attractive and hence wash their hands with cow urine and smear their bodies with manure (Classen, Howes, & Synnott, 1997)
Taste: Such we find normally find "tasty" may have little to do with the "taste" sense. Taste is all five senses: taste of food includes smell (how food smells), touch (temperature, fattiness, texture of food), vision (how the food looks, aesthetic appeal including color), and also audition (e.g. the sound of the potato chip racking when you bite it).
e.g. Colgate stands out in the realm of taste and the flavor of its toothpaste is patented. Yet even Colgate could improve by extending its branded taste to toothbrushes, dental floss and related dental hygiene products.
e.g. Singapore Airlines’ unique World Gourmet Cuisine brings custom-created menus from around the world. To create a unique “taste” experience, they have carefully selected an international panel of chefs to create sumptuous, elegant, and seasonal menus.
Sound: Findings published in the Journal of Consumer Research showed the slower the music, the more people shop and when slow music is played in a restaurant, the bill is 29 percent higher. CNN and Intel have consistently leveraged sound in their marketing and penetrated consumers’ minds. The “Intel Inside” jingle has made the invisible visible. Research shows that more consumers remember the Intel tune than the company’s logo.
e.g. Kellogg’s hired a music lab to create a unique “crunch” for its cornflakes and Daimler Chrysler established an entire new department devoted solely to developing the sound of its car doors.
Touch: Although 35 percent of consumers say the feel of a cell phone is more important than its look, the sense of touch is widely ignored by marketers.
e.g. Texas Instruments developed an exclusive touch for its calculator keys and Bang & Olufsen, with its heavy, solid feel has put as much detail into its design, from telephones to speakers as it has into the quality of its sound (Bevz, 2014)
And it’s crucially important to use them all to build brand. A multi-sensory brand experience generates certain beliefs, feelings, thoughts and opinions to create a brand image in the consumer's mind. It’s the easiest way to touch a soul of a customer (The DreamSpeaker)
Sight: Visual clutter makes it hard to attract consumers by sight alone.
e.g. Coke has a distinctive bottle and there’s always red and white. Before the 1950s, Santa Claus wore green. Coca-Cola changed that by having Santa wear red and white in its ads. In every shopping mall in the country today, Santa now sports the Coke colors at Christmas time, sending a subtle signal to millions.
As Coke demonstrates, shape and color can build brand identity. Others who have done it well include Hershey’s kisses; McDonald’s Golden Arches and just try to ignore the impact of the Hummer on car design.
Source: http://www.slideshare.net/nadezhdabevz/5senses-sensory-marketing
Smell: Although the sense of smell is one of the most powerful and the only one we can’t turn off…fewer than 3 percent of companies have established a unique aroma. There are about 1,000 primary odors, each with the potential to influence mood and behavior. Scent is capable of evoking images, sensations, memories, and associations.
e.g. Singapore Airlines specially designed aroma is included in the flight attendants’ perfume, on the hot towels offered before takeoff, and is sprayed through the cabin before passengers enter.
e.g. lemon dish-washing detergent, which has been using for decades. The lemon scent makes people feel the detergent works better, even though there often is no real or minimal lemon in the product. Somebody came up with using lemon scent for dish-washing detergent, then the entrepreneur exploited the connection between lemon scent and cleanliness. The earlier connection may have been established based on lemon's acidity and used to cut grease and polish silver and to make things cleaner. When people started associating the lemon scent with a feeling of cleanliness (Krishna, 2010)
What influences the scents?
Individual differences variables such as impulsivity and age have also been found to have moderating affects
e.g. the ability of ambient scent to enhance consumer expenditures in a shopping mall was found to significantly diminish among older shoppers reflecting the fact that the acuity of our sense of smell begins to deteriorate as early as out 20s (Krishna, 2010)
Culture influences individuals in many ways, shaping thoughts, values and behaviours, often without conscious realisation. Culture also influences perceptions of scents. Researchers have found that babies learn about smells early but are indifferent to scents until they are about 8 years old (Krishna, 2010)
e.g. the Dassantch of Ethiopia find the odor of cattle (which connotes fertility and social status) attractive and hence wash their hands with cow urine and smear their bodies with manure (Classen, Howes, & Synnott, 1997)
Taste: Such we find normally find "tasty" may have little to do with the "taste" sense. Taste is all five senses: taste of food includes smell (how food smells), touch (temperature, fattiness, texture of food), vision (how the food looks, aesthetic appeal including color), and also audition (e.g. the sound of the potato chip racking when you bite it).
e.g. Colgate stands out in the realm of taste and the flavor of its toothpaste is patented. Yet even Colgate could improve by extending its branded taste to toothbrushes, dental floss and related dental hygiene products.
e.g. Singapore Airlines’ unique World Gourmet Cuisine brings custom-created menus from around the world. To create a unique “taste” experience, they have carefully selected an international panel of chefs to create sumptuous, elegant, and seasonal menus.
Sound: Findings published in the Journal of Consumer Research showed the slower the music, the more people shop and when slow music is played in a restaurant, the bill is 29 percent higher. CNN and Intel have consistently leveraged sound in their marketing and penetrated consumers’ minds. The “Intel Inside” jingle has made the invisible visible. Research shows that more consumers remember the Intel tune than the company’s logo.
e.g. Kellogg’s hired a music lab to create a unique “crunch” for its cornflakes and Daimler Chrysler established an entire new department devoted solely to developing the sound of its car doors.
Touch: Although 35 percent of consumers say the feel of a cell phone is more important than its look, the sense of touch is widely ignored by marketers.
e.g. Texas Instruments developed an exclusive touch for its calculator keys and Bang & Olufsen, with its heavy, solid feel has put as much detail into its design, from telephones to speakers as it has into the quality of its sound (Bevz, 2014)
2 How senses are applied in different channels?
The two senses constantly stimulated by marketing are obviously sight and hearing. Posters, TV commercials, buses ads, radio, pamphlets,... our eyes and ears and constantly stimulated by advertising (Rio, 2012)
Source: http://www.simonharrop.com/blog/
When looking at what drives emotional response to a brand, the senses were equally important to consumers in the relationship to brands (blue) but that marketing budgets were overspent on visual communications alone (green).
Engaging customers’ senses is not a new concept to customer experience. As human beings our senses are constantly on, and businesses (particularly retailers) attempt to stimulate them in ways that are pleasurable in order to create positive emotions and affect their customers’ behaviour. But rarely are more than 2 senses stimulated deliberately. In fact, according to some sources 83% of all commercial communication appeals only to one sense – the eyes. In contrast, 75% of our day-to-day emotions are influenced by what we smell and in 65% of cases, positive sound changes our mood (source: ACP Connections)
Engaging customers’ senses is not a new concept to customer experience. As human beings our senses are constantly on, and businesses (particularly retailers) attempt to stimulate them in ways that are pleasurable in order to create positive emotions and affect their customers’ behaviour. But rarely are more than 2 senses stimulated deliberately. In fact, according to some sources 83% of all commercial communication appeals only to one sense – the eyes. In contrast, 75% of our day-to-day emotions are influenced by what we smell and in 65% of cases, positive sound changes our mood (source: ACP Connections)
Case study: Event Edible Cinema in Notting Hill
Cinemas have been on the mission to provide customers with an experience that can compete with the low cost, low effort and high comfort online streaming experience the internet has offered. Customer loyalty is gradually more difficult to maintain.
A most notable attempt to enhance viewers’ experience was the introduction of the 3D technology and since that wave didn’t last long, the 4D quickly emerged. The latter does not only engage viewers’ sight and eyes, but skin as well. Those that have been to Madamme Tussaud’s in London in 2012, will know of the 4D experience that is essentially a short 3D screening escorted with tactile effects such as: warm air blown while fire is displayed or water being sprinkled on you while you are looking at a fountain in the screen etc. The idea is to engage as many senses as possible such that the viewer is absorbed by the experience.
One such example is the Edible Cinema event which interestingly, attempts to deliberately and in a specific way combine the visual and audio (the movie) with the taste and smell (food).
The Edible cinema picks out a movie and then designs a menu of nibbles and drinks (stored in pots and bags next to each seat) that are to be consumed in a particular order that corresponds to the scenes being played out on the screen. For example, when one of the characters consumes a sleeping draught, a herbs cocktail is served to resemble medicine. Here is a description from a customer:
“There was a helpful menu on our seats which explained each of the offerings in more detail, and we were informed that a lovely lady would pop up to one side of the screen throughout the film to let us know when it was time to open each of the numbered bags/pots and imbibe/eat its contents:
Source:
Bevz, N., 2014. Sensory Marketing - 5 senses. http://www.slideshare.net/nadezhdabevz/5senses-sensory-marketing. accessed: 16.11.2015
Krishna, A., 2010. Sensory Marketing, pp 3-4, pp 82-112
The DreamSpeaker, Successful Marketing Demands use of all five senses, http://www.thedreamspeaker.com/successful-marketing-demands-use-of-all-five-senses/. accessed: 16.11.2015
Rio, Z., 2012. Marketing for 5 senses. http://www.julienrio.com/marketing/english/marketing-5-senses. accessed: 17.11.2015
Shaw, C., 2012. Case study: The Edible Cinema. http://beyondphilosophy.com/edible-cinema-role-senses-customer-experience/. accessed: 17.11.2015
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