The Marketing Store presented for the third time at SXSW Interactive conference.
During our session: “Show & Smell: Brand Experiences For All Five Senses", our team brought the latest leading-edge technologies and shared how these future technologies may be used in brand activation experiences.
Take a look at our presentation and visit sxsw.tmsw.com to view all of the emerging technologies we showcased during the session!
What’s the difference between Affiliate Marketing and Brand Partnerships?
SXSW 2015: Show & Smell
1. SHOW&
SMELL
Warren Kronberger – The Marketing Store
@warrenkronberge
David Polinchock – Media Lab Director
@polinchock
Heather Gately – The Marketing Store
@heathergately
#SXSMELL
BRAND EXPERIENCES FOR
ALL FIVE SENSES
4. “In studies, groups exposed to
multi-sensory environments
always outperform those in
uni-sensory environments.”
Brain Rules: 12 Principles for Surviving and Thriving at Work, Home and School
#SXSMELL | @warrenkronberge | @polinchock | @heathergately
6. Smell is the only sense that
bypasses the thalamus and goes
directly to the brain.
That’s right. Let’s get #thalamus
trending.
#SXSMELL | @warrenkronberge | @polinchock | @heathergately
7. Scent marketing industry growing
at a 15% rate and a $300M
industry.
Ad Age, December 2014
#SXSMELL | @warrenkronberge | @polinchock | @heathergately
13. You have more tactile receptors
in your little finger than you have
in your entire back.
#SXSMELL | @warrenkronberge | @polinchock | @heathergately
55. Final thoughts…
Non-visual brand cues are often
reliant on “embodied cognition”
and stronger than we realize.
New technologies allow us to
blend digital, physical and
the sensory world in new ways.
56. Thank you for attending.
Now, take leave of your senses.
Heather– Welcome and introduction of David, Warren
Heather/Brian/Kate wearing T-shirtsDavid/Warren wearing T-shirts and lab coats
Welcome to Show & Smell. How many of you have been to our previous Show & Smell presentations at SXSW?
Anyone?
Okay, well, you are in for a treat. We took last year off, and in the past two years, sensory marketing has gotten a boost from new research that centers around “embodied cognition” the idea that without conscious awareness, our bodily sensations help determine the decisions we make.
BRAND SENSE: (FROM FIRST FLAVOR PRES)
Sensory Triggers are missing from most companies marketing spend!
Research shows that our mood will increase up to 46% if exposed to a positive picture
Our mood will increase 23% if exposed to a positive taste
A positive touch increases our mood up to 29%
Our mood will increase up to 65% if exposed to a positive sound
Lastly, our mood will increase up to 75% from a positive smell
Slide include: Miami
In an experiment Krishna conducte
Aradhna Krishna, a leading researcher in the sensory marketing field, and the director of the Sensory Marketing Laboratory at the University of Michigan authored the book Customer Sense: How the 5 senses influence buying behavior. In one example, she found the smell of cinnamon makes a heating pad seem to work better because the senses amplify one another. Cinnamon suggests warmth and in turn enhances a heating pad’s appeal and apparent effectiveness.
We’re hardwired for scent reception.
Ad Age: A study done in 2013 by the Global Journal of Commerce and Management Perspective said that ambient scent has the strongerst impact when it comes to enhancing consumer behavior in terms of emotion, evaluation, willingness to return to a store and purchase intention.
Lincoln Motor Company
The distributed scent industry was born of a need to mask unpleasant scents, such as the smoking areas of a casino. But, what they found was that in areas that were scented, Slot machine receipts increased by 53% in the scented area of a casino. (*Brand Sense / Martin Lindstrom / Free Press 2005).
Fixed fragrances/ multiple scents to come in next generation.
Warren
David
In a recent experiment by researchers at the University of Boulder and Yale, people who held a warm beverage were more likely than people who held a cold one to think that a stranger was friendly. – 2014
In a similar example, some beauty products are engineered to generate heat upon application, even though heat isn’t necessary to their functioning—but the heat psychologically signals that they are working.
Bertil Hulten, Niklas Broweur, and Marcus Van Dijk: Sensory Marketing. New York: Palgrave MacMillan, 2009 (4imprint.com blue papers- Dollars and Sense the Impact of Multi-Sensory marketing)
There are different kinds of touch.