Scent Branding in a Multi-Sensory Context——simon
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Scent Branding in a Multi-Sensory Context——simon
- 1. Marketing Innovation – Sensory Branding Simon Harrop, Founder Brand Sense simonharrop Blog: www.simonharrop.com
- 2. Copyright © 2014 BRAND sense academy Sensagram exercise Sight Taste Sound TouchSmell 1 2 3 4 5 0 Choose a brand in your group
- 3. Copyright © 2014 BRAND sense academy 8 500 …TV ads per year! 6
- 4. Copyright © 2014 BRAND sense academy 0000002 …by the age of 65!
- 5. Copyright © 2014 BRAND sense academy 8 Hours YEARS Days a WEEK7 6 Hours EACH day
- 6. Copyright © 2014 BRAND sense academy YEAR RECALL 19901965 34% 8% The declining effectiveness of broadcast media
- 7. Copyright © 2014 BRAND sense academy Vision overload
- 8. Copyright © 2014 BRAND sense academy Daily branded messages have increased by over Over 3,000 in 1997 560 in 1971 source: Data Smog, David Shenk 400%
- 9. Copyright © 2014 BRAND sense academy 83% [Insert picutre of person with binoculars] Of all information people receive is visual
- 10. Copyright © 2014 BRAND sense academy The danger of relying on vision alone
- 11. Copyright © 2014 BRAND sense academy
- 12. Why multi-sensory? % Identifying Each Sense as “Very or Important” % Spend Against the Senses by Fortune 500 Companies Sight 58% 84.2% Sound 41% 12.1% Smell 45% 1.9% Touch 25% 0.9% Taste 31% 0.9%
- 13. Copyright © 2014 BRAND sense academy Source: BRANDsense, Martin Lindstrom Sight TasteSmell TouchSound Why multi-sensory?
- 14. Copyright © 2014 BRAND sense academy Brands and emotions – Beyond the Functional
- 15. Copyright © 2014 BRAND sense academy “The decision process in brand adoption, engagement and loyalty is 70% emotional.” Robert Passikoff
- 16. Copyright © 2014 BRAND sense academy Where brand preference comes from The ladder of intimacy conscious nonconscious™ rational emotional
- 17. Copyright © 2014 BRAND sense academy Price ($) 30,880 31,225 28,300 29,170 Engine 2793cc 24-valve Six cylinder variable valve timing 2997cc 24-valve Six cylinder variable valve timing 2967cc 24-valve Six cylinder variable valve timing and inlet manifolding 2959cc 24-valve Six cylinder variable inlet manifolding Power 198bhp at 5500 rpm 218 bhp at 5800 rpm 240 bhp at 6800 rpm 226 bhp at 6200 rpm Torque 207 lb ft at 3500 rpm 219 lb ft at 3800 rpm 221 lb ft at 4500 rpm 202 lg ft at 5000 rpm Transmission 5 speed manual Rear wheel drive 5 speed auto Rear wheel drive 5 speed manual Rear wheel drive 6 speed manual Front wheel drive Weight 1440 kgs 1720 kgs 1628 kgs 1510 kgs Max Speed 147 mph 143 mph 146 mph 150 mph 0 – 60 MPH 7.3 secs 8.0 secs 6.8 secs 7.6 secs Fuel Economy 28.5 mpg 24.8 mpg 22.7 mpg 22.6 mpg
- 18. Copyright © 2014 BRAND sense academy Price ($) 30,880 31,225 28,300 29,170 Engine 2793cc 24-valve Six cylinder variable valve timing 2997cc 24-valve Six cylinder variable valve timing 2967cc 24-valve Six cylinder variable valve timing and inlet manifolding 2959cc 24-valve Six cylinder variable inlet manifolding Power 198bhp at 5500 rpm 218 bhp at 5800 rpm 240 bhp at 6800 rpm 226 bhp at 6200 rpm Torque 207 lb ft at 3500 rpm 219 lb ft at 3800 rpm 221 lb ft at 4500 rpm 202 lg ft at 5000 rpm Transmission 5 speed manual Rear wheel drive 5 speed auto Rear wheel drive 5 speed manual Rear wheel drive 6 speed manual Front wheel drive Weight 1440 kgs 1720 kgs 1628 kgs 1510 kgs Max Speed 147 mph 143 mph 146 mph 150 mph 0 – 60 MPH 7.3 secs 8.0 secs 6.8 secs 7.6 secs Fuel Economy 28.5 mpg 24.8 mpg 22.7 mpg 22.6 mpg
- 19. Copyright © 2014 BRAND sense academy Sight Touch Smell Taste Sound Intimacy The human spiral to intimacy
- 20. Copyright © 2014 BRAND sense academy Sight Product sound Brand music Sonic logoSound Smell Taste Intimacy Touch Pack materials Product texture Signature aroma Product fragrance Flavour Mouth feel Logo Image Typography Colour Designing intimate branded experiences - Somatic markers
- 21. Copyright © 2014 BRAND sense academy 1915
- 22. Copyright © 2014 BRAND sense academy 1915
- 23. Copyright © 2014 BRAND sense academy Remove the logo and what’s left…?
- 24. Copyright © 2014 BRAND sense academy x SoundSmell Smash Your Brand™ Smell
- 25. Copyright © 2014 BRAND sense academy Smashable? You bet!
- 26. Copyright © 2014 BRAND sense academy Smash Ronald’s house!
- 27. Copyright © 2014 BRAND sense academy Branded shape…
- 28. Copyright © 2014 BRAND sense academy You are ABSOLUTly right
- 29. Copyright © 2014 BRAND sense academy Welcome to our Kingdom – the place where creativity and fantasy go hand in hand spreading smiles and magic at every generation…
- 30. Copyright © 2014 BRAND sense academy Those happy memories BRAND sense by Martin Lindstrom
- 31. Copyright © 2014 BRAND sense academy Can you hear the sound of a chip?
- 32. Copyright © 2014 BRAND sense academy The power of a colour
- 33. Copyright © 2014 BRAND sense academy Awaken some childhood memories? Original
- 34. Copyright © 2014 BRAND sense academy Who’s that?
- 35. Copyright © 2014 BRAND sense academy Smashable?
- 36. Copyright © 2014 BRAND sense academy Consistent….
- 37. Copyright © 2014 BRAND sense academy Across all channels
- 38. Copyright © 2014 BRAND sense academy Down to the very detail
- 39. Copyright © 2014 BRAND sense academy Turning irrelevant stuff into “cute” stuff
- 40. Copyright © 2014 BRAND sense academy Motivating staff too!
- 41. Copyright © 2014 BRAND sense academy 1 2 3 4 5 6 7 8 9 1 0 Smash Your Brand (Somatic Markers) 1 2 3 4 5 6 7 8 9 1 0 1 2 3 4 5 6 7 8 9 1 0 1 2 3 4 5 6 7 8 9 1 0 1 2 3 4 5 6 7 8 9 1 0 1 2 3 4 5 6 7 8 9 1 0 1 2 3 4 5 6 7 8 9 1 0 1 2 3 4 5 6 7 8 9 1 0 1. Which signals do you “own”? 2. What would you like to “own”? 3. Identify your priority top 3 4. Take it to the extreme 5. Secure an ownership 6. Establish a sensory brand manual 7. Be patient 8. Test your ownership
- 43. fMRI Research DM vs Digital Identical visual message 30 participants scanned Message presented on paper and on a screen
- 44. Sense of ‘place’ We can locate printed words and pictures in space which makes them more ‘real’
- 45. More emotions More emotional with physical material Emotions are important for brands Influence media choice?
- 46. Paper is special ! more ‘real’ for the brain internalised more more emotions involved better decision making
- 47. The Lick Process
- 48. Some of our tools
- 50. Typical results • • 28% brand switch • 35% sales uplift • 16% 8 weeks later • Driving brand loyalty
- 51. Case Study
- 53. Copyright © 2014 BRAND sense academy Your brand tomorrow?
- 54. Copyright © 2014 BRAND sense academy Thank You I’d love to continue the discussion on this innovative field of brand marketing……….. www.simonharrop.com/blog : Simon Harrop