This is a new century, the brand concept, with the characteristics of faith, extended sensory perception. From the beginning of brand development and lead to the future of brand management of ‘all-round selling points’ – each brand has its own identity, message, shape, rituals and traditions, are to convey this recognition. Make good use of the concept of sensory branding into all-round new ways of marketing communication.
We often use a ‘brand pyramid’ of strategic thinking tools, to the deduction to find out how to connect between the consumer and the brand, associated, and in a behavioral science theory, ‘the driving force of human nature’ to interpret the impact of human behavior primitive instincts. This is derived from human behavior scientist Morris (Desmond Morris) of the study, as well as his in the ‘Naked Ape’ (The Naked Ape) a book on human primitive deep study animal behavior. The original driving force of human behavior of the source can be divided into seven categories, sex, health, security, status, curiosity, etc., so in the development process, will begin from the most primitive human desires demand, consumers really want to push performance or the expectations of goods, as well as the demands of consumers really impressed. Of course, we also found that these desires are often the final demand, or return to the human senses, but also inseparable from the so-called ‘five senses’ (vision, hearing, touch, smell and taste) experience.
In general, the advertising companies for product development or manufacture fewer number of unique personality, sound, smell or touch such as ‘natural’ senses with the ‘feature’, the advertising company’s role is to help manufacturers identify the product or the brand itself is the biggest characteristic of and the advantages of accurate grasp of the most attractive selling point to consumers, and consumers to communicate product / brand to release the message. So, as a brand and product spread of people, the most important responsibility is to lead the manufacturers in-depth the role of consumers, build brands and consumers the connection between the depth and relevance, if we can from the consumer a traditional two-dimensional sensory space into the five-dimensional multi-sensory experience, and to the new 5D point of view of interpretation, we can find a more broad for the brand to life the vitality of the source.
Products, suppliers often easier to start from the commodity side, repeatedly emphasized that their products have ten features or eight advantages; they tend to overlook the role of consumers, in-depth Experience of the user’s experience. When carrying out the analysis of consumers, often using something called the ‘deep dive’ (Deep Dive) method, multiple, multi-oriented way to find the intuitive understanding of the consumer to find out that was not found to have been spread , but personal experience can best represent the views of consumers.
This idea may not be the product itself originally emphasized the characteristics of a selling point, but the sensory experience of the user, it is very intimate and relevant. Therefore, Marketing or advertising personnel, at this time to be thinking such a sensory experience is not able to touch people’s hearts? If so, it is not the transmission and spread should be loud? Some have never even experienced touch of the potential users of this lure. Marketing personnel should thoroughly understand the process of interaction between consumers and products – perhaps giving them the product smell, touch or hearing such as special and profound sensory experience.
Frito Lay’s potato chips ad, for example, general food advertising, nothing more than to emphasize its taste, delicious and other basic characteristics, which is of course, and in this series of ads were most popular among young people nowadays go to idol singer Wang Lee Hom and Stefanie endorsement, an irresistible, a next one of the demands to demonstrate its product features. In fact, this is also the most people eating potato chips, the most notable and most common habits and reflection – that is one does not consciously take one, so as to trigger consumers to recall their own eating potato chips when the natural behavior and tendencies. Different tastes, different voice, different plot, but they are talking about the same commodity is an irresistible taste. This is to identify the brand is unique, resonates with consumers examples.
Advertising and marketing is no absolute right and wrong, the idea of process also does not think outside the box constraints or norms, but there is a major premise is, in any case these ideas are fantastic, brand or product itself had to return to the real property. Each brand has its own unique personality, if in order to create something new in using inappropriate means to promote or packaging, like a person is not fit to wear the same clothes, but self-defeating. The purpose of advertising is to arouse the consumer’s attention. In fact, the attention, or play to the gallery itself is not difficult, just like a man strip-streaking streets will be able to attract more people to the onlookers, but the attractive way of attention must be consistent with the brand’s own personality, because they are packaging and publicity will be accompanied by brand or product become a part of it. Some of the brand personality that is suitable for calm, restrained, or graceful form; Some brands are suitable for the more controversial or the world’s best way of eye-catching. How to find the product attributes, and in an appropriate manner to spread, is a major challenge.
Importance of Sensory Marketing
Companies have to be aware of the inner process in the buying behavior. This is the reason why some of them use the sensorial marketing. The most inner process in people behavior is the one linked to the different senses of the body: the sight, the smell, the touch, the hearing and the taste. In order to communicate what the brand is able to bring to the customer, the company can try to touch its unconscious feelings. In the branding concept, there is what some call an “emotional logic” which refers to the cognitive side of people. Indeed, humans are rational but also emotional and hedonist in the sense they can make choices depending on their feelings. They can choose a brand according to its personality, its values and the experience they live with. According to some classic marketing principles, it is important to focus on the sight and the sound to communicate the identity of a brand. However, as explained in next theoretical part about the poly-sensorial marketing, it is also essential to integrate the other senses to create an emotional atmosphere to have differ ent “touch points” in order to give an experience of the products
and the brand to the customers. This enables to touch different points of memory in order to be remembered by the customers.
The considerable advantage of sensory marketing is that it includes many different practices and enables marketers to select them regarding to the impact it has on consumers. The smell diffused, the music or sounds played, the freedom to touch given to consumers and the finely-worked design are elements that help creating a consistent and attractive retail environment for natural cosmetics. Every sense can be stimulated differently and impacts consumers’ behaviors. Previous research showed that a pleasant smell persists in consumers’ memory and has the capacity to increase expenditures, that music can influence the pace of shopping and the attractiveness of a shop, that color can be associated to a meaning or that there are different levels of touch, presenting different goals in obtaining information.