SENSORY MARKETING AS THE INNOVATIVE MARKETING TYPE
As a result of studying this chapter, the student must:
• the main channels for the transfer of information about the product and the impact on the consumer through the senses;
• The psychological role of semantics of colors, sound synantics and aroma-merchandising in the formation of the atmosphere of the point of sale;
• ways to use music, color, font in direct advertising;
be able to
• Select one or more sensory input channels;
• use a comprehensive approach to the choice of channels of influence on the feelings of the consumer;
• Model the most consumer-friendly behavior for the brand;
• the conceptual apparatus of sensory marketing;
• Touch marketing tools
• The skills of the formation of an emotional selling proposition (ESP).
The concept of touch marketing
In the future development of the world economy, Joseph B. Pine N and James Gilmore identify four successive stages of economic value: things, goods, services, and empirical experiences. Moreover, the authors consider the ability to evoke different types of experiences from the consumer as a key feature of empirical marketing. Tina's experiences differ in their structure and include:
• sensory (sensory) experiences;
• affective (emotional) experiences;
• creative cognitive experiences (reflections);
• physical experiences and overall life style (action);
• socially-identifiable experiences, which are the result of correlating themselves with a certain reference group or culture.
An interesting example of the practice of empirical marketing is described by Barbara Richardson, the chief of staff service of the Arntrak corporation, which carries out railway passenger transportation. Accepted Arntrak approach to the revival of its brand is ambitious, ambitious and consistent in terms of adherence to the idea of empirical marketing. In its approach, the company follows a simple formula:
Brand = Reputation (on the market) + Promises (market) +
+ Empirical experiences (customers).
Following it provides for market-oriented business planning and the availability of a commodity policy (including the planning of new products, the development of a service strategy and the development of national service standards), as well as positioning, developing the visual image, marketing communications and staff relations.
The complex of studies performed by the agency DDB Needham showed that Arntrak was far from realizing the opportunities actually present on the market . In the consumer's views, the journey through the railway is still filled with a lot of empirical experiences, retained its former attractiveness as a source of personal discoveries, visual impressions, rest with the soul and body, romantic experiences and expectations, unhurried communication. Meanwhile, Arntrak is perceived as indifferent and self-satisfied, behind the times, and her typical passenger seems an old-fashioned and unassuming "client of a network of inexpensive department stores that sell at a discount" uncombed and generally quite gray and miserable. In the intention to radically change the situation, Arntrak denoted its goal as a "humanized journey" in which passengers are given great opportunities in determining the nature of road experiences and the atmosphere of travel.
In the positioning video film demonstrated at the meeting of the company's board of directors, it was stated: "We are Arntrak and we - invite you to plunge into a very special atmosphere of travel. Atmosphere, which will enrich your mind and revive emotions. There, where your individuality is recognized and respected. Where you can understand and appreciate yourself. There, where you can express yourself, share your thoughts and impressions. A new approach to marketing in the new millennium, and perhaps to business as a whole, is caused by those changes that result in marketing, having exhausted the potential of the concept of "properties and benefits", being revived in the guise of empirical marketing, marketing experiences. Bird Schmitt points to three phenomena that determine the inevitability of change: the ubiquity of information technology; domination of His Majesty Brenda & quot ;; ubiquitous distribution of integrated communications and entertainment. At the same time, the principles and models of traditional marketing become the property of history. If within the framework of traditional marketing the client is perceived as rational
a thinking subject who processes the functional properties of goods and their advantages in a rational, systematic and step-by-step manner, then the empirical emphasis is transferred to the client's experiences arising from an accidental, voluntary or forced stay in a certain situational context. Experiences are the result of the influence of external stimuli on the senses, the soul and the mind.Experiences accent the company-manufacturer and brand to the inherent style and character of life, place individual actions of the consumer and the very reason for making a purchase in a wider social context. In general, experiences generate values of sensory, emotional, cognitive, behavioral, correlation values that confront and replace functional values.
The ultimate goal of empirical marketing is the formation of complex, holistic (holistic) experiences in the consumer with the help of "experience guides", which include communications, visual and verbal identification tools, the product itself, joint branding, spatial environment, websites and other electronic media, as well as characters.Sensory marketing, or marketing of sensations, as Bernd Schmitt calls it, is one of the types of experiences and affects all five kinds of human senses: sight, hearing, smell, taste and touch. The overall goal of marketing sensations is to stimulate sensory perception to deliver a person aesthetic pleasure, excite, admire the beauty, help to experience satisfaction. As one of the slogans of the hotel Hyatt says: "We understand that all five of the customer's feelings should not just be agitated. Their work should bring pleasure to a person
The idea of touch marketing belongs to a well-known brand builder and consultant for Disney's, Mars , Pepsi, American Express Mercedes-Benz , McDonald's , Microsoft and others to Martin Lindstrom. In his opinion, branding needs to be reoriented to visual-auditory perception and to find a way to send signals and messages using all five senses of a person. Information about the product, obtained through various channels of sensory perception, remains in the long-term memory and is used in making the purchasing decision. Each brand should have such properties that would create a rich sensory and emotional experience of interaction with it.
Martin Lindstrom gives very impressive results of using touch marketing: if the purchase process is accompanied by a pleasant sound, the quantity of purchased goods increases by 65%, the pleasant taste increases the number of purchases by 23%, pleasant smell by 40; The goods, pleasant to the touch, - on 26, and pleasant at a sight - on 46%. This idea is confirmed by the practical results of the actions of most manufacturers and the nature of product promotion, in particular, Absolut vodka , The Gap Starbucks , the hotel chain Four Seasons, Lucent Technologies , differentiating themselves in the market to a large extent by means of visual identification. Their steady progress confirms the principled fidelity of such a policy.
The visual identity of the brand is often the most important factor in shaping the attitude towards it, the source of associations, the response from consumers, the phenomenon that Luis Cheskin calls the "transfer of sensations". It is sensory experiences that primarily attract the sympathy of consumers to the company and the brand, so they should be taken into account when making strategic decisions by companies. The results of the study, published in 1998 in "China Daily", when 51% of respondents stated that the appearance of its appearance was the decisive criterion in the choice of goods, well illustrate the significance for consumers of visual perception, 37% said they bought a mobile phone because of its prices, and only 11% of users were guided by the availability of certain functional properties of the device.
Based on a study of the consumer's sensory experience, Bernd Schmitt introduced the term "marketing aesthetics" as marketing associated with the activities of the company or brand of sensory perception, which strengthens the identity of the organization or brand. The public face of the organization affects customers, suppliers, investors, society as a whole through primary signs, preached styles and developed topics, which ultimately creates a certain consumer impression (individual perceptions of the company and brand identity). The primary signs correspond with the five senses of man. For example, color, shape, font - with vision; loudness, height, rhythm - with hearing; temperature and texture - with touch, etc. The primary signs are the bricks, from which the style is composed. Style is defined as a distinctive, unchanging and consistent quality of the sensory perception of the organization. Themes saturate the style with meaning and content, generate mental associations, serve as reference points.
By distinguishing three strategic goals of sensory marketing: differentiation, motivation and transfer of value through the consumer's senses, Bernd Schmitt notes that they are not mutually exclusive. A new product, an information campaign, a store - all these elements can be in their own way remarkable and motivate to buy, give pleasure before and after the purchase of the goods.
As an effective tool for planning work on all three of these goals, Bernd Schmitt suggests using a model for achieving sensory impact (EIT, i.e., stimulus-process-effect). To differentiate products through sensory action, it is necessary to understand what are the incentives that can provide it in the most optimal way. To motivate consumers, it is necessary to find out the principles of the process of activation of sensations. To make the efforts of value significance in the eyes of the consumer, one must be aware of the consequences of the sensory impact (Figure 8.1).
An integrated, consistent approach to impact in the name of oneness, on the one hand, and flexibility for diversity, on the other, implies respect for the key principle of sensory marketing - cognitive unity and sensory diversity. With skillful management, the marketing of sensations is able to generate vivid sensory experiences, differentiating companies and products that motivate consumers and provide a positive value effect.
Fig. 8.1. PES - a model of sensory impactneuromarketing - is a relatively new direction of marketing research, the subject of which is the study of unconscious sensorimotor, cognitive and emotional responses of a person to certain stimuli. Neurophysiological reactions are almost impossible to control consciously, so the advantage of these studies is the recording of human reactions that did not pass through his conscious "filters". With the help of neuromarketing studies, reliable answers can be obtained about the emotions experienced by respondents in contact with the stimulus, as well as unambiguously determining their preferences among the options presented to them for selection. Thus, touch marketing is an integral element of empirical marketing, it is based on a complex of sensory experiences experienced by the consumer and objectively evaluated by technical means of neuromarketing, is a marketing communications tool aimed at forming the marketing aesthetics of a company or brand and promoting goods through human sensations - sight, hearing, smell, taste, touch.
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