Paper - Sensory Marketing
English Paper
Julien BECQUEVORT
BAC 3 - Intermediate 1
2011-2012
English Paper
Julien BECQUEVORT
BAC 3 - Intermediate 1
2011-2012
The sensory marketing
The sensory marketing
Table of contents
Introduction 2
Sensory marketing 2
Visual marketing 4
Sound marketing 5
Olfactory marketing 6
Gustatory marketing 7
Tactile marketing 8
Personal opinion 9
Conclusion 10
Bibliography 12
Introduction
Even if one does not realize, sensory marketing is ubiquitous in marketing campaigns and it may explain most of our purchasing decisions. The soothing ambience of a store, pleasant odor diffused, attractive colors,… can influence the customer’s decision.
Sensory marketing can be defined as “a marketing technique that seeks one or more of the five senses of the consumer. Its aim is to attract customers by increasing their welfare in order to positively influence their behavior vis-a-vis a product or a point of sale”.
To approach sensory marketing, I decided to begin by a short description of the topic. After, I will talk about the five types of sensory marketing : visual, sound, olfactory, gustatory and touch. To finish, I will expose you my personal opinion about the subject.
Sensory marketing
Compared with traditional marketing, the sensory marketing focuses more on the five senses : sight, hearing, taste, smell and touch. The sensory marketing creates around the product a multisensory atmosphere that boosts their attractiveness. According to specialists, the use of the five senses in a marketing campaign would allow companies to increase their sales by arousing customer’s emotions. Nowadays, with the growth of the supply for a product, it is very important for a company to differentiate itself from its competitors. We notice that more and more companies use the sensory marketing to do it.
Despite the fact that Kotler stressed already in 1973 the importance of the atmosphere in a store, the sensory marketing has only really developed until the 2000’s.
Julien BECQUEVORT
BAC 3 - Intermediate 1
2011-2012
English Paper
Julien BECQUEVORT
BAC 3 - Intermediate 1
2011-2012
The sensory marketing
The sensory marketing
Table of contents
Introduction 2
Sensory marketing 2
Visual marketing 4
Sound marketing 5
Olfactory marketing 6
Gustatory marketing 7
Tactile marketing 8
Personal opinion 9
Conclusion 10
Bibliography 12
Introduction
Even if one does not realize, sensory marketing is ubiquitous in marketing campaigns and it may explain most of our purchasing decisions. The soothing ambience of a store, pleasant odor diffused, attractive colors,… can influence the customer’s decision.
Sensory marketing can be defined as “a marketing technique that seeks one or more of the five senses of the consumer. Its aim is to attract customers by increasing their welfare in order to positively influence their behavior vis-a-vis a product or a point of sale”.
To approach sensory marketing, I decided to begin by a short description of the topic. After, I will talk about the five types of sensory marketing : visual, sound, olfactory, gustatory and touch. To finish, I will expose you my personal opinion about the subject.
Sensory marketing
Compared with traditional marketing, the sensory marketing focuses more on the five senses : sight, hearing, taste, smell and touch. The sensory marketing creates around the product a multisensory atmosphere that boosts their attractiveness. According to specialists, the use of the five senses in a marketing campaign would allow companies to increase their sales by arousing customer’s emotions. Nowadays, with the growth of the supply for a product, it is very important for a company to differentiate itself from its competitors. We notice that more and more companies use the sensory marketing to do it.
Despite the fact that Kotler stressed already in 1973 the importance of the atmosphere in a store, the sensory marketing has only really developed until the 2000’s.
Bibliography: http://marketing.oboulo.com/marketing-sensoriel-exemple-zara-h-m-killafornia-105054.html http://en.wikipedia.org/wiki/Sense http://fr.wikipedia.org/wiki/Marketing_sensoriel http://www.netpme.fr/marketing/704-marketing-sensoriel.html http://www.journaldunet.com/management/dossiers/0606139marketing/cestquoi.shtml