Introduction

TEJAS JADHAV

SENSORY BRANDING

Definition of Sensory BrandingSensory branding Sensory brandingis a type ofmarketingthat appeals to all the senses in relation to the brand. It uses thesensesto relate with customers on an emotional levelWhy it has more impact now? Marketing techniques today aim to seduce the consumer by using his senses to influence his feelings and behaviorCurrent situationExperiential Marketing

Influencing Factors

(give proper title)

VISION

DescriptionSight is the most seductive sense of all. It often over rules the other senses, and has the power to persuade us against all logic

Coca-cola Case StudyCoca-cola took their color Red very seriously, Santa Claus traditionally wore Green until coca-cola began to promote him heavily from 1930s. Now in every shopping mall across the western world, Santa wears the color of coke

Santa before

Prior to 1931, Santa was depicted as everything from a tall gaunt man to a spooky-looking elf

1937-Give and Take, Say I

More and more consumers were taking bottles of Coca-Cola home with them to keep cold in their ice boxesAdvertising that showed people leaving out a bottle of CocaCola for Santa on Christmas Eve actually inspired many families to do so - a tradition that, for some, continues today.

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Some work of Sundbloms art

One minute for Mumbai

Taste

TasteGustation-The sense of tasteSpecific sensitivity to tasteTaste and smellAdvantages of sensory branding in tasteExamples

Case Study on TASTE

Sound

Sound is related to Mood just like Smell is related to Memory

Sound creates Feelings and Emotions. An emotional movie wont seem that emotional if one watches it without sound.

Most successful brands today are those who that deliver Feelings and Emotions

A Few Video ClipsBryl CreamMercedes #SoundwithPowerAman Ki Aasha

SENSE OF SMELL

The Power of Smell

Our sense of smell has been proven as most impressionable and responsive of our five senses, while it invokes memories and appeals directly to feelings without being filtered and analyzed by the brain(as our other senses work).Humans only need 1/1000 of a second to register an aroma75 Percent of emotions are generated by what we smell80 Percent of what we taste is actually due to smellPeople stay 40% longer in fragranced spacesSource- Sevendy Aroma Agency www.brandsense.com

How Brands use Sense of Smell?RETAIL Scent Air Machines used in Retail store Eg-NetCost Brooklyn ,New-yorkScent Air UK, Sevendy Aromas, Demeter Fragrances develop Fragrances and supply to clients like Procter & Gamble, Disney, Nike, Reebok Sony ,Samsung & Starwood Hotel

AIRLINE INDUSTRYSINGAPORE AIRLINES has a Signature scent called Stefan Floridian Waters blended with hot towels and used by crewBRITISH AIRWAYS business class lounge at Heathrow is infused with a smell of freshly cut grass and tangy smell of sea

AUTOMOTIVE INDUSTRY Every ROLLS ROYCE car interior is infused with a unique smell of

(Which was used for their 1965 Silver Class Rolls Royce) with a diffuser kit under the cars seat to convey this unique luxurious identityHOSPITALITY Special white tea fragrance that spreads throughout

Stopped serving breakfast because their smell of Eggs interfered with the smell of fresh grinded coffee

BANKING German commercial giant Commerzbank has unveiled scented visa credit and debit cards 4 flavorsJCBs Linda Brand of Credit Cards for Women is highly successfulWorlds First Multisensory bank Helm has a developed a distinct smell for their own bank

SPORTS SEGMENT/TOY SHOPS Pina-colada Smell in HAMLEYS Adding scent to NIKE stores Increased Intent to purchase by 80 percentSource- http://www.independent.co.uk/news/media/advertising/the-smell-of-commerce-how-companies-use-scents-to-sell-their-products-2338142.html

MAGAZINE/NEWSPAPER Rose-scented ads for Valentine's Day, the smell of strawberries and cream before Christmas, freshly cut grass for English Premier League and coffee-scented ads for Australian Coffee Week

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CASE STUDYRadio FlavourDunkin Donuts@ Seoul, Korea Strategy to increase its coffee sales and promote as a brand for coffee as wellIt won at the Cannes Lions International Festival of Creativity in 2012Result Visitors Increased 16 percent after the ad campaignSales of Dunkin-Donuts located at bus-stops increased 29 percentVideo

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Future of Aroma BrandingSAMSUNG TVS Samsung is planning to use aromas for paid advertisements/movie viewing through Aroma TVs Combined with 3D experienceH.P is planning to use an aroma scented cartridge like its ink model for Online/web pages and gaming applications .A device of size of a computer speaker will produce odors on demand in response to users actions Source- Harvest consulting.pdf Brandsense.com

Touch Skin is largest organ in body Our skin has more than 40,00,000 sensory receptors that can be easily manipulated through materials, weight, softness and comfort of the product Touch experience includes Material Surface temperatureWeightForm

The door handle is the handshake of buildingJuhani pallasmaa32

Examples Raymond

Orangina

Clive Christian perfume

Coke

Plastic BagIce bottle:265 units are sold an hour on average

Fria hasta la ultima gota or Cold to the last drop

Multi sensory branding Brand should provide all senses with certain stimulusTo connect with customers on a deeper emotional levelTo deliver brand promiseTo be unique among competitorsTo be first of its kind Recognition and perceptione.g. Ellas kitchen Weeny Weaning restaurant Ella's Kitchen Weeny Weaning Restaurant.mp4

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Case studySimon Harrop, CEO of BrandSense himself undertook this promotion in which multisensory promotion technique was used for local sausages in a retail shopBefore multisensory sausage promotion : 35 poundsAfter multisensory sausage promotion : 125 poundsSenses affected Visual pamphlets, arrowsVisual & sound a Butcher Smell smell of sausagesTouch, taste A real butcher with free samples casestudy.mp4

Thank you