Sense Marketing

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Sense Marketing

• Katja Erävistö
• Sharif Hanif
• Kaisa Rapanen

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Sense Marketing

• Appeal to five senses sight, sound, scent,
  taste and touch
• Aesthetic Pleasure and excitement
• Strategic Planning
• Competitive Advantage

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Concepts and Planning Tools

• The Corporate Expressions
• Primary Elements
• Styles and Themes

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Corporate Expressions

• Properties
• Products
• Presentations
• Publications

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Primary elements

• Each refers to one of the senses
• Examples Colour, music, design
• Combination of the elements forms a style

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Style Theme Overall image

• Style unique quality of the sensory expression
• Analysis various dimensions
• Theme adds content and meaning
• Primary elements, style and theme form the
  overall image
• Cultural differences ? Adjustments to the image

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How to use sense marketing

• Three key strategic objectives that motivate
  sense
• marketing
• Differentiation
• Motivation
• Value Provider

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The S-P-C model

• A planning tool
• Stimuli
• Processes
• Consequences

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Stimuli

• Differentiation
• Which stimuli is the most effective
• People notice
• distinct and vibrant information
• dissimilar compared to others/environment
• Peoples personal knowledge, experience influence
  their interest

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Process

• Motivation
• Modalities
• Visual, verbal, auditory differences
• Picture more effective than words