sensations, emotions and experiences as marketing levers sensations, emotions and experiences as...
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Sensations, Emotionsand Experiences as Marketing Levers
UNIVERSITÀ DEGLI STUDI DI PAVIAFACOLTÀ DI LETTERE E FILOSOFIA, SCIENZE POLITICHE, GIURISPRUDENZA, INGEGNERIA, ECONOMIA
Cecilia Daprati
CORSO DI LAUREA SPECIALISTICA INTERFACOLTÀ IN EDITORIA E COMUNICAZIONE MULTIMEDIALE
16/02/2011
Relatore: Chiar.mo Prof. Salvatore Natale Bonfiglio
Correlatore: Chiar.mo Prof. Paolo Costa
Cecilia Daprati
Agenda
Customer Behaviours
Introduction
Sensations, emotions and experiences as marketing levers
3
4
5
6
7
2
1
Emotions
Sensations
Experiences
Survey Study
Conclusions
History of Marketing Orientations
Sensations, emotions and experiences as marketing levers
Production
Product
Sell
Market
Customer
Brand
Emotions 2005 -2010
Industrial Revolution - 1920
1985 -2005
1975 -1985
1960 -1975
1940 - 1960
1920 - 1940
Cecilia Daprati
AGENDA
Step 1Introduction
Step 2Customer Behaviours Step 3Emotions
Step 4Sensations
Step 5Experiences
Step 6Survey Study
Step 7Conclusions
Cecilia Daprati Sensations, emotions and experiences as marketing levers
Behavioral Model of Rational Choice
• Marketing mix (4p)
• Environmental factors (economic, technological, political, cultural)
External stimulus
• Customer decision process
• Customer’s characteristics (socials,culturals,personals, psichologics)
Internal stimulus(Buyer’s
black box)
• Product choice
• Brand choice
• Dealer choice
• Purchase timing
• Purchase amount
Customers responses
AGENDA
Step 1Introduction
Step 2Customer Behaviours Step 3Emotions
Step 4Sensations
Step 5Experiences
Step 6Survey Study
Step 7Conclusions
Purchase Decision Process: the Black Box Model
AGENDA
Step 1Introduction
Step 2Customer Behaviours Step 3Emotions
Step 4Sensations
Step 5Experiences
Step 6Survey Study
Step 7Conclusions
Sensations, emotions and experiences as marketing leversCecilia Daprati
Problem recognition
Information search
Internal or external stimulus
Alternative evaluation
Purchase decision
Post-purchase behaviour
Satisfaction
Dissatisfaction
Positive communication
Negative communication
Sources of information
Impulsive buy
Post-Modern Buyer Characteristics
AGENDA
Step 1Introduction
Step 2Customer Behaviours Step 3Emotions
Step 4Sensations
Step 5Experiences
Step 6Survey Study
Step 7Conclusions
Sensations, emotions and experiences as marketing leversCecilia Daprati
From needs to desires
Research of experiences rather than products
New models of buying: dematerialization of goods
Emotional and multi-sensory approach (“sensation seeker”)
Marketing becomes a battle of emotions
Shopping to socialize, have fun, inform
AGENDA
Step 1Introduction
Step 2Customer Behaviours Step 3Emotions
Step 4Sensations
Step 5Experiences
Step 6Survey Study
Step 7Conclusions
Sensations, emotions and experiences as marketing leversCecilia Daprati
Emotions in Decision Making
Emotions Have communicative
and symbolic components
“Inform" the decision maker and trace memories
Intensify the shopping experience
AGENDA
Step 1Introduction
Step 2Customer Behaviours Step 3Emotions
Step 4Sensations
Step 5Experiences
Step 6Survey Study
Step 7Conclusions
Sensations, emotions and experiences as marketing leversCecilia Daprati
Multi-Sensory Marketing
Senses influence behavior at both the conscious and unconscious levels
Strategic solicitation of 5 senses to involve the audience intimately
Aesthetic Marketing
95% of purchasing decisions takes place
in the subconscious mind
AGENDA
Step 1Introduction
Step 2Customer Behaviours Step 3Emotions
Step 4Sensations
Step 5Experiences
Step 6Survey Study
Step 7Conclusions
Sensations, emotions and experiences as marketing leversCecilia Daprati
The Sight in the Shopping Experience
Exposure
Order, clarity, rhythm,variety
The “Scenography” of a Product
Packaging
Differentiation and originality
First point of contact between customer and product
AGENDA
Step 1Introduction
Step 2Customer Behaviours Step 3Emotions
Step 4Sensations
Step 5Experiences
Step 6Survey Study
Step 7Conclusions
Sensations, emotions and experiences as marketing leversCecilia Daprati
Touch
Transmit feelings and reinforce the message
An experience becomes palpable and real
Materials
Ergonomics, handiness,round and harmonic shapes
PackagingInvites to test
and increases purchase possibility
AGENDA
Step 1Introduction
Step 2Customer Behaviours Step 3Emotions
Step 4Sensations
Step 5Experiences
Step 6Survey Study
Step 7Conclusions
Sensations, emotions and experiences as marketing leversCecilia Daprati
Hearing
From “Word Of Mouth” to “Word Of Mouse”
Music
Buzz marketing
Emphasizes the effect of a visual message
Influences moods and levels of activity
Communicates the character of the brand
Reaches all the public
Jingle, spot song, live event, radio, sound logo
WOM
AGENDA
Step 1Introduction
Step 2Customer Behaviours Step 3Emotions
Step 4Sensations
Step 5Experiences
Step 6Survey Study
Step 7Conclusions
Sensations, emotions and experiences as marketing leversCecilia Daprati
Smell and Taste
A fragrant message
May cause instant reactions
Influences mood, likes, motivations
Reaches the limbic system
Customize brands, products, environments
TasteOur brain links the product with the brand
Is very closely related to the sense of smell
Aroma branding
Experiential Marketing
AGENDA
Step 1Introduction
Step 2Customer Behaviours Step 3Emotions
Step 4Sensations
Step 5Experiences
Step 6Survey Study
Step 7Conclusions
Sensations, emotions and experiences as marketing leversCecilia Daprati
Strategic Experiential
Moduls
Sense
Feel
Think
Act
Relate
Create a memorable and unique event
Experience Providers (ExPro)
Build strong customer relationships
Increase brand /corporate identity
Nescafé Multisensory Temporary Store
AGENDA
Step 1Introduction
Step 2Customer Behaviours Step 3Emotions
Step 4Sensations
Step 5Experiences
Step 6Survey Study
Step 7Conclusions
Sensations, emotions and experiences as marketing leversCecilia Daprati
Olfaction: Coffee flavor
Sight: Countdown timer watch, brand colors, soft lights, order, clarity, modern design, displays
Taste: coffee-based beverages
Touch: Computer stations
Hearing: Music and sounds
AGENDA
Step 1Introduction
Step 2Customer Behaviours Step 3Emotions
Step 4Sensations
Step 5Experiences
Step 6Survey Study
Step 7Conclusions
Sensations, emotions and experiences as marketing leversCecilia Daprati
Analysis and Dataset Structure
Obtain customer profiling and identify purchasing preferences and behaviors
Goal
Tools “Questionnaire A”: Barratt Impulsiveness Scale (BIS-11)
“Questionnaire B”: buying preferences and trends
Sample 50 people, analyzed using variables as gender, age, civil status, occupation, education
50%50% MenWomen
AGENDA
Step 1Introduction
Step 2Customer Behaviours Step 3Emotions
Step 4Sensations
Step 5Experiences
Step 6Survey Study
Step 7Conclusions
Sensations, emotions and experiences as marketing leversCecilia Daprati
Analysis of Results
Impulsive actors Rational actors
57% Women 56% Men
83% from18 to 35 years 52% from 41 to 70 years
30% unemployed / retired2% unemployed / retired
38%
62%
Impulsive actorsRational actors
AGENDA
Step 1Introduction
Step 2Customer Behaviours Step 3Emotions
Step 4Sensations
Step 5Experiences
Step 6Survey Study
Step 7Conclusions
Sensations, emotions and experiences as marketing leversCecilia Daprati
Analysis of Results
Sensa
tions
Mem
ories
Atmos
pher
eCos
t
Price-
quali
ty
Brand
Adver
tising
Sugge
stion
s0
2
4
6
8
Impulsive actorsRational actors
Ranking of preferences
AGENDA
Step 1Introduction
Step 2Customer Behaviours Step 3Emotions
Step 4Sensations
Step 5Experiences
Step 6Survey Study
Step 7Conclusions
Sensations, emotions and experiences as marketing leversCecilia Daprati
Analysis of Results
Ranking of preferences
0
5
10
15
20
Impulsive actorsRational actors
AGENDA
Step 1Introduction
Step 2Customer Behaviours Step 3Emotions
Step 4Sensations
Step 5Experiences
Step 6Survey Study
Step 7Conclusions
Sensations, emotions and experiences as marketing leversCecilia Daprati
Final Considerations
Multisensory / Experiential Marketing is a success strategy to influence the emotional response of individuals
The emotional component plays a key role in the purchase choice
Consumers has become more hedonistic and attentive to their inner states
Sensations, emotions and experiences as marketing leversCecilia Daprati
Thanks for your attention