Experiential and Sensory Marketing
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Experiential and Sensory Marketing
How brands influence our perception in order to enhance purchase action and develop our loyalty
Curated by Reine Fleur
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The Smell of Chocolate Could Help Boost Bookstore Sales | TIME.com

The Smell of Chocolate Could Help Boost Bookstore Sales | TIME.com | Experiential and Sensory Marketing | Scoop.it
This study is the latest to explore how inconspicuous changes in a store's environment can impact shopping behavior
Reine Fleur's insight:

 

 

 

Olfactory marketing discoveries keep amazing me!

 

This recent study realized in Belgium reveals that bookstores could increase their book sales by 20% to 40% thanks to the scent of chocolate.

 

All we know the Think Global, Act Local adage promoted by Mac Donald’s company.

 

I do believe this saying should be more than anywhere else, applied to sensory marketing technics. The strong link between this discipline and consumer perception makes cultural background essential to understand.

 

Consequently, should we take for granted such results in France?

 

The cultural affinities of Belgium with chocolate could influence or boost the results obtained. Even if French and Belgium cultures are close, I think bookstores should wait in-depth local studies or lead their own experiments before making hasty decisions of investment.

 

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[case study] Honey Boo Boo : La télé-réalité utilise le marketing sensoriel | meltyBuzz

[case study] Honey Boo Boo : La télé-réalité utilise le marketing sensoriel | meltyBuzz | Experiential and Sensory Marketing | Scoop.it
Après la 3D, découvrez un nouveau moyen de profiter pleinement d'une vidéo : les cartes odorantes. Une stratégie marketing mise en place pour le lancement de la saison 2 d'une émission de télé-réalité très populaire.

Via Vincent_Pittard
Reine Fleur's insight:

 

 

No matter what you sell, as long as you promote it?

 

TLC advertised its new Reality TV Show with an original sensory marketing campaign. The channel is surfing on the rising trend of olfactory marketing. Two magazines were selected to publish the ad on which 6 scent circles were designed. Each of them was to be scratched at a specific time of the show in order to deliver the smells of Thomson’s family daily life.

 

This campaign is not only an interesting experience of immersion for viewers but also a smart way to renew advertisement on paper support at the internet age. Besides that, similar campaigns could be related to online picture or video content.  What companies should fear is to blaze the customer once the buzz of the technic over.

 

How could we reuse such a technic in a regular and profitable way?   

 

Let’s imagine the creation of a cartoon or a TV show dedicated to kids.  Young viewers would discover new fragrances following the adventures of their hero. Each week, a new magazine containing thematic scents, would be published in accordance with the coming program. I do believe that the educational dimension could lead to a regular follow-up of viewers. Idea to study…

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Vincent_Pittard's curator insight, July 18, 2013 3:07 AM

On n'arrête pas le progrès, ni la télé-réalité...

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5 tips to boost Sensory Marketing

5 tips to boost Sensory Marketing | Experiential and Sensory Marketing | Scoop.it
On her new book, Customer Sense: How the 5 Senses Influence Buying Behavior, Aradhna Krishna  claims that companies can significantly enrich the appeal of
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Idea of the week: Heineken premiers 3D ads in inflight Magazines | Marketing Magazine

Idea of the week: Heineken premiers 3D ads in inflight Magazines | Marketing Magazine | Experiential and Sensory Marketing | Scoop.it
The challenge: Heineken in association with KLM airlines approached Ink (the global inflight magazine experts) to source a creative media idea to bring to life their global ALIVE campaign.
Reine Fleur's insight:

 

 

 

 

Heineken is a really creative brand.

 

The ability of the marketing team to rethink advertising using sensory marketing technics is impressive. You can find all their former campaigns on the website lareclame.fr

 

My preferred is the Beer flavored lip gloss campaign launched for Valentine’s Day in 2010. At the occasion of this romantic day, the brand launched with humor this unexpected gift for women. It turned into a successful viral campaign on the web.

 

http://lareclame.fr/heineken+gloss+biere+saint+valentin

 

In 2013, Heineken keeps stimulating the senses of consumers.

 

This time, it is not taste but sight that is targeted by marketers: as a symbol of worldwide connection, Heineken partnered with KLM to publish 3D’s ad in the travel magazine Ink.

 

First, I felt a bit disappointed as I used to find such ads in my cereal box when I was younger (at least 15 years ago). I did not find this idea that creative but results observed are testament to the efficiency of the campaign. Indeed, 40% readers unhooked the ad from the magazine before their leave. This indicator highlights the strong impact of the ad on almost 1 reader out of 2. The cards I could find in my cereal box belonged to me as long as I had found it first. It was my precious treasure. I like to imagine Ink readers felt such emotion picking out the paper. “It’s beautiful, I get it!”

 

As a result, the campaign was undoubtedly adapted to develop the brand's awareness of Heineken with travelers. I am really eager to discover the next Heineken campaign and I hope they work on the launch of not only sensory but also experiential marketing campaigns addressed to mass market.

 

Let’s take a beer shower in the center of Paris or immerse you in a MMORPG where players have to cross rivers of beer or reach the top of an Heineken bottle to pass to the advanced level. Imagine...

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Des lunettes à réalité augmentée testées chez Intermarché

Des lunettes à réalité augmentée testées chez Intermarché | Experiential and Sensory Marketing | Scoop.it
Développées par l’agence Digitas et fortement inspirées des Google Glass, les “connected glasses” en test chez Intermarché sont très prometteuses.
Reine Fleur's insight:

 

 

Le digital au service du Marketing expérientiel!


Ces cousines de la Google Glass feront la joie des plus curieux si elles arrivent dans nos supermarchés. Elles créeront  le <<buzz>> et augmenteront le taux de fréquentation des points de vente à coup sûr. Mais pour combien de temps? La pérennité d'un tel système va nécessiter une grande adresse de la part des marketers. Elles seront une opportunité de différenciation pour les points de vente et iront peut-être même jusqu’à bouleverser les règles de la concurrence. Imaginons l’application <<Qui est le moins cher>> de Leclerc, directement disponible sur ces lunettes…Toutefois, la tentation par les marques de faire de la publicité par leur intermédiaire pourrait être vécue comme une intrusion par le consommateur voire une tentative de manipulation. Autant d’éléments qui affecteraient non seulement l’acte d’achat mais aussi l’image de marque des enseignes concernées. La plus grande prudence s’impose donc aux professionnels.

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