10.2. Sensory Communication Flashcards
sensory experience in consumption - consumers
- experience rather than possession
- recording and sharing the experience
- negative experience spreads out quickly
sensory experience in consumption - companies
- no guarantee about advertising effect
- pressure for high competition in terms of quality and design
Sensory marketing: five senses
- visual stimuli
- auditory stimuli
- olfactory stimuli
- tactile stimuli
visual stimuli
color, size, design, …
auditory stimuli
store BGM, product sound, …
olfactory stimuli
product scent, store scent, …
tactile stimuli
weight, texture, temperature, …
KIA sensory marketing
KIA sensory branding
KIA brand song
KIA Fragrance
Taste of KIA
sensory experience in consumption
- consume not only product itself but all the experience while consuming the product
- company needs to design not only product but EXPERIENCE
3P in sensory communication - communicate … through sensory experience
- brand personality
- performance
- pleasure
Sensory Communication for Brand Personality
- personality is perceived through whole experience while consuming
- important factor for brand evaluation
Example brand personality
- purple light in airplane
- mini retro design
- axe chocolate
- big scissors tiffany
Example brand Performance
- car advertisement
- laptop LG
Example Pleasure brand
- MacBook
- rolls royce
- BMW light when opening door
sensory communication through store example
apple store
Sensory Communication through Store - served as experiencing the brand power
- LV (logo on top)
- Dior
Sensory Communication through Store - served as feeling the brand personality
- abercrombie
- lush
- nike
- porsche
- aesop
- muji hotel
Sensory Communication through Store - served as separating from the daily life
- zara
- toy kingdom
Sensory Communication through Store - served as a unique place to experience a unique lifestyle
- gentle monster
- cooking library by hyundai
