Creative idea and messages

Learning objectives 

1. How do people use their 5 senses in order to receive advertising messages?

2. How to develop a creative message using one or more senses?

• How does it differ through different channels

1. How do people use their 5 senses in order to receive advertising messages?

 

Relevance of senses influencing buying decision

(Brand Sense, 2006)

Sight	Is the most powerful out of the 5 senses. 83% information people retain is received visually.
Sound	Is the hard-wired into our emotional circuits. 56% consumers in the world recognize Intel Inside tune. According to Lindstrom, “Brands with music that ‘fit’ their brand identity are 96 percent likelier to prompt memory recall. Victoria’s Secret, for example, plays classical music in their stores, which creates an exclusive atmosphere and lends an air of prestige to the merchandise.”
Touch	How a brand feel is directly connected to its perceived quality 81% of the consumers believe how an item feels is more important than how it looks Ex: Apple Mac
Scent/Smell	Have potential to influence mood and behavior. “Test results have shown a 40 percent improvement in our mood when we’re exposed to a pleasant fragrance—particularly if the fragrance taps into a joyful memory.” - Martin Lindstrom. Case: 2 identical Nike shoes placed in identical rooms. One was infused with a pleasant fragrance. 84% of the consumers bought the shoes in the fragrant room. In addition, they were – on average – prepared to spend an additional $10.33
Taste	(pretty tricky).Taste – A positive taste can boost our mood by 23%.  Ex: Kellogg's cereal. The crunching sound is created in a laboratory and more of a caricature of a crunch than an actual crunch sound: louder, snappier, and larger than life.

HBR, The Science of Sensory Marketing (March 2015)

"Much of the new research centers on “embodied cognition”—the idea that without our conscious awareness, our bodily sensations help determine the decisions we make. For example, people who had briefly held a warm beverage were more likely than people who had held a cold one to think that a stranger was friendly; this was demonstrated in an experiment by Lawrence E. Williams, of the University of Colorado at Boulder, and John A. Bargh, of Yale. And warm ambient temperatures prompted people to conform to a crowd, a finding of researchers led by Xun (Irene) Huang, of Sun Yat-sen University.

Marketing researchers are “starting to realize how powerful the responses to nonconscious stimuli can be,” says S. Adam Brasel, an associate professor of marketing at Boston College. Work on embodied cognition has begun “blowing up on the academic side,” he adds. At the 2014 Association for Consumer Research’s North American conference, Brasel heard more papers on sensory research presented than at any previous conference. That same year theJournal of Consumer Psychologypublished a special issue on embodiment and sensory perception, with a focus on how sensory inputs can drive consumer behavior."

The relative importance of the senses in the relationship with brands according to Simon Harrop, CEO of Brand Sense. 

(Brand Sense, 2006)

http://www.entrepreneur.com/article/196612

Case study 

3 Musketeers® Mint Bar from MARS. 

-model's dimensional arms that hold a real-size chocolate bar 

-you can peel and sniff the real smell of the new chocolate 

Result:

- they aim number of sales: $8MM but actually they got $20MM in a quarter.

-best seller of the category and MARS produced more to meet the demand.

2. How to develop a creative message using one or more senses?

"We've gone from being exposed to about 500 ads a day back in the 1970s to as many as 5,000 a day today." Jay Walker-Smith, Yankelovich Consumer Research

That's why it's important to develop a message that makes your brand stand out instead of blending in the crowd. 

http://marketing-made-simple.com/ points out how: 

• Make your ad appealing: Engage with customers emotional or practical needs
• Use media effectively: 91% of marketing professionals felt that they could "save money and better impact consumers by being more innovative about the media they use"
• Ensure the message is obvious and easy to achieve

Above, Seth Godin remarks that

• in a world of too many options and too little time, our obvious choice is to just ignore the ordinary stuff. 
• When it comes to getting our attention, bad or bizarre ideas are more successful than boring ones. For example, people will ignore a regular cow but notice a purple cow.
• Being safe is risky. Now it’s safer to be remarkable.

Joe Murtagh from “The DreamSpeaker™ stated the most successful 21st century companies are using marketing campaigns that appeal to all five senses, rather than just sight and sound: 

Sight: Visual clutter makes it hard to attract consumers by sight alone. Coke has a distinctive bottle and there’s always red and white. Before the 1950s, Santa Claus wore green. Coca-Cola changed that by having Santa wear red and white in its ads. In every shopping mall in the country today, Santa now sports the Coke colors at Christmas time, sending a subtle signal to millions.
As Coke demonstrates, shape and color can build brand identity. Others who have done it well include Hershey’s kisses; McDonald’s Golden Arches and just try to ignore the impact of the Hummer on car design.

Smell: Although the sense of smell is one of the most powerful and the only one we can’t turn off…fewer than 3 percent of companies have established a unique aroma. There are about 1,000 primary odors, each with the potential to influence mood and behavior. Scent is capable of evoking images, sensations, memories, and associations. How can you introduce a pleasant sense of smell to your products or services?
Singapore Airlines specially designed aroma is included in the flight attendants’ perfume, on the hot towels offered before takeoff, and is sprayed through the cabin before passengers enter.

Taste: Although 16 percent of the Fortune 1000 could add taste to their marketing platform they haven’t. Could you add taste to yours? Colgate stands out in the realm of taste and the flavor of its toothpaste is patented. Yet even Colgate could improve by extending its branded taste to toothbrushes, dental floss and related dental hygiene products.
Singapore Airlines’ unique World Gourmet Cuisine brings custom-created menus from around the world. To create a unique “taste” experience, they have carefully selected an international panel of chefs to create sumptuous, elegant, and seasonal menus.

Sound: Findings published in the Journal of Consumer Research showed the slower the music, the more people shop and when slow music is played in a restaurant, the bill is 29 percent higher. CNN and Intel have consistently leveraged sound in their marketing and penetrated consumers’ minds. The “Intel Inside” jingle has made the invisible visible. Research shows that more consumers remember the Intel tune than the company’s logo.
Kellogg’s hired a music lab to create a unique “crunch” for its cornflakes and Daimler Chrysler established an entire new department devoted solely to developing the sound of its car doors.

Touch: Although 35 percent of consumers say the feel of a cell phone is more important than its look, the sense of touch is widely ignored by marketers. Texas Instruments developed an exclusive touch for its calculator keys and Bang & Olufsen, with its heavy, solid feel has put as much detail into its design, from telephones to speakers as it has into the quality of its sound.

The opportunity to touch the product resulted in soaring sales for a British supermarket that unwrapped its house brand of toilet paper so that customers could compare its texture to leading brands. An amazing 59 percent of consumers prefer their Coke in a glass bottle, even though it’s the same drink when sold in cans or plastic.

If you removed your logo, would your brand still be instantly recognizable? Does your marketing program incorporate sight, smell, taste, sound and touch in a fully integrated way?

TEDxTransmedia - Simon Harrop - DAREtoSENSE

In the video, Harrop emphasizes:

• A positive taste and touch can increase our mood by 23% and 29% respectively
• For your retail shop, think about how these two sensory stimuli can contribute to the store ambiance you want to create. What fabric are you using for seat covers, cushions or drapes? Can you offer small treats or any form of refreshment to your customers

• A multi-sensory approach to enhance the customer experience in your store can increase sales and impact on your business's bottom line. Research shows that the stimulation of more than one sense can achieve a multiplying effect, creating an even bigger emotional impact on your customer. 
• In order to benefit from this multiplying effect, carefully assess what kind of emotions you would like to evoke, analyse the current shop environment, and then make necessary adjustments to provide sensory stimuli suitable for your target group. During this process, don't hesitate to take on feedback from staff and customers, as their perception might differ from your own