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UNIVERSITÀ DEGLI STUDI DI PAVIA
FACOLTÀ DI LETTERE E FILOSOFIA, SCIENZE POLITICHE, GIURISPRUDENZA, INGEGNERIA, ECONOMIA
Sensations, Emotions
and Experiences as Marketing Levers
Relatore:
Chiar.mo Prof. Salvatore Natale Bonfiglio
Correlatore:
Chiar.mo Prof. Paolo Costa
Cecilia Daprati
16/02/2011
CORSO DI LAUREA SPECIALISTICA INTERFACOLTÀ IN EDITORIA E COMUNICAZIONE MULTIMEDIALE
Agenda
1
Introduction
2
Customer Behaviours
3
4
5
6
7
Cecilia Daprati
Emotions
Sensations
Experiences
Survey Study
Conclusions
Sensations, emotions and experiences as marketing levers
History of Marketing Orientations
AGENDA
Step 1
Introduction
Emotions
2005 -2010
Step 2
Customer
Behaviours
Brand
1985 -2005
Customer
1975 -1985
Step 4
Sensations
Market
1960 -1975
Step 5
Experiences
Sell
1940 - 1960
Step 6
Survey Study
Product
1920 - 1940
Step 7
Conclusions
Production
Step 3
Emotions
Cecilia Daprati
Industrial Revolution - 1920
Sensations, emotions and experiences as marketing levers
Behavioral Model of Rational Choice
AGENDA
Step 1
Introduction
Step 2
Customer
Behaviours
Step 3
Emotions
Step 4
Sensations
Step 5
Experiences
Step 6
Survey Study
External
stimulus
• Marketing mix
(4p)
• Environmental
factors (economic,
technological,
political, cultural)
• Customer
decision process
• Customer’s
characteristics
(socials,culturals,
personals,
psichologics)
Internal
stimulus
(Buyer’s
black box)
Customers
responses
• Product choice
• Brand choice
• Dealer choice
• Purchase timing
• Purchase amount
Step 7
Conclusions
Cecilia Daprati
Sensations, emotions and experiences as marketing levers
Purchase Decision Process:
the Black Box Model
AGENDA
Step 1
Introduction
Step 2
Customer
Behaviours
Step 3
Emotions
Step 4
Sensations
Step 5
Experiences
Step 6
Survey Study
Step 7
Conclusions
Cecilia Daprati
Internal or
external
stimulus
Problem
recognition
Sources of
information
Information
search
Impulsive
buy
Alternative
evaluation
Purchase
decision
Post-purchase
behaviour
Positive
communication
Satisfaction
Dissatisfaction
Negative
communication
Sensations, emotions and experiences as marketing levers
Post-Modern Buyer Characteristics
AGENDA
Step 1
Introduction
Step 2
Customer
Behaviours
Step 3
Emotions
Step 4
Sensations
From needs to desires
Shopping to socialize, have fun, inform
New models of buying: dematerialization of goods
Research of experiences rather than products
Emotional and multi-sensory approach (“sensation seeker”)
Step 5
Experiences
Step 6
Survey Study
Marketing becomes
a battle of emotions
Step 7
Conclusions
Cecilia Daprati
Sensations, emotions and experiences as marketing levers
Emotions in Decision Making
AGENDA
Step 1
Introduction
“Inform" the decision
maker and trace memories
Step 2
Customer
Behaviours
Step 3
Emotions
Step 4
Sensations
Step 5
Experiences
Step 6
Survey Study
Emotions
Have communicative
and symbolic components
Intensify
the shopping experience
Step 7
Conclusions
Cecilia Daprati
Sensations, emotions and experiences as marketing levers
Multi-Sensory Marketing
AGENDA
Step 1
Introduction
Step 2
Customer
Behaviours
Step 3
Emotions
Step 4
Sensations
Step 5
Experiences
Step 6
Survey Study
Aesthetic Marketing
Strategic solicitation of 5 senses
to involve the audience intimately
Senses influence behavior at both
the conscious and unconscious levels
Step 7
Conclusions
95% of purchasing
decisions takes place
in the subconscious mind
Cecilia Daprati
Sensations, emotions and experiences as marketing levers
The Sight in the Shopping Experience
AGENDA
Step 1
Introduction
First point of contact between customer and product
Step 2
Customer
Behaviours
Step 3
Emotions
The “Scenography” of a Product
Step 4
Sensations
Step 5
Experiences
Step 6
Survey Study
Packaging
Exposure
Differentiation and originality
Order, clarity, rhythm,variety
Step 7
Conclusions
Cecilia Daprati
Sensations, emotions and experiences as marketing levers
Touch
AGENDA
Step 1
Introduction
An experience becomes palpable and real
Step 2
Customer
Behaviours
Step 3
Emotions
Step 4
Sensations
Ergonomics, handiness,
round and harmonic shapes
Packaging
Invites to test
and increases purchase possibility
Step 5
Experiences
Step 6
Survey Study
Materials
Transmit feelings
and reinforce the message
Step 7
Conclusions
Cecilia Daprati
Sensations, emotions and experiences as marketing levers
Hearing
AGENDA
Emphasizes the effect of a visual message
Step 1
Introduction
Step 2
Customer
Behaviours
Influences moods and levels of activity
Music
Reaches all the public
Communicates the character of the brand
Step 3
Emotions
Step 4
Sensations
Jingle, spot song, live event, radio, sound logo
Step 5
Experiences
Step 6
Survey Study
Step 7
Conclusions
Cecilia Daprati
Buzz marketing
WOM
From “Word Of Mouth”
to “Word Of Mouse”
Sensations, emotions and experiences as marketing levers
Smell and Taste
AGENDA
Step 1
Introduction
A fragrant
message
May cause instant reactions
Reaches the limbic system
Step 2
Customer
Behaviours
Influences mood, likes, motivations
Customize brands, products, environments
Step 3
Emotions
Step 4
Sensations
Aroma branding
Step 5
Experiences
Step 6
Survey Study
Step 7
Conclusions
Cecilia Daprati
Is very closely related to the sense of smell
Taste
Our brain links the product with the brand
Sensations, emotions and experiences as marketing levers
Experiential Marketing
AGENDA
Step 1
Introduction
Step 2
Customer
Behaviours
Step 3
Emotions
Step 4
Sensations
Sense
Feel
Think
Act
Strategic
Experiential
Moduls
Experience
Providers
(ExPro)
Relate
Create a memorable and unique event
Step 5
Experiences
Build strong customer relationships
Step 6
Survey Study
Step 7
Conclusions
Cecilia Daprati
Increase brand /corporate identity
Sensations, emotions and experiences as marketing levers
Nescafé Multisensory Temporary Store
AGENDA
Step 1
Introduction
Touch: Computer stations
Sight: Countdown timer watch, brand
colors, soft lights, order, clarity,
modern design, displays
Olfaction: Coffee flavor
Taste: coffee-based beverages
Step 2
Customer
Behaviours
Step 3
Emotions
Step 4
Sensations
Step 5
Experiences
Step 6
Survey Study
Step 7
Conclusions
Hearing: Music and sounds
Cecilia Daprati
Sensations, emotions and experiences as marketing levers
Analysis and Dataset Structure
AGENDA
Step 1
Introduction
Goal
Obtain customer profiling and
identify purchasing preferences and behaviors
Sample
50 people, analyzed using variables as gender,
age, civil status, occupation, education
Step 2
Customer
Behaviours
Step 3
Emotions
Step 4
Sensations
Step 5
Experiences
Step 6
Survey Study
Step 7
Conclusions
Cecilia Daprati
Tools
“Questionnaire A”: Barratt Impulsiveness
Scale (BIS-11)
50%
50%
Men
Women and
“Questionnaire B”: buying preferences
trends
Sensations, emotions and experiences as marketing levers
Analysis of Results
AGENDA
Impulsive actors
Rational actors
Step 1
Introduction
38%
Step 2
Customer
Behaviours
Step 3
Emotions
62%
Impulsive actors
Rational actors
Step 4
Sensations
Step 5
Experiences
57% Women
56% Men
Step 6
Survey Study
83% from18 to 35 years
52% from 41 to 70 years
Step 7
Conclusions
2% unemployed / retired
30% unemployed / retired
Cecilia Daprati
Sensations, emotions and experiences as marketing levers
Analysis of Results
AGENDA
Ranking of preferences
Step 1
Introduction
Step 2
Customer
Behaviours
Step 3
Emotions
Step 4
Sensations
Step 5
Experiences
Impulsive actors
Rational actors
8
7
6
5
4
3
2
1
0
Step 6
Survey Study
Step 7
Conclusions
Cecilia Daprati
Sensations, emotions and experiences as marketing levers
Analysis of Results
AGENDA
Ranking of preferences
Step 1
Introduction
Impulsive actors
Rational actors
Step 2
Customer
Behaviours
Step 3
Emotions
Step 4
Sensations
Step 5
Experiences
16
14
12
10
8
6
4
2
0
Step 6
Survey Study
Step 7
Conclusions
Cecilia Daprati
Sensations, emotions and experiences as marketing levers
Final Considerations
AGENDA
Step 1
Introduction
Step 2
Customer
Behaviours
Consumers has become more
hedonistic and attentive to their inner states
Step 3
Emotions
Step 4
Sensations
The emotional component
plays a key role in the purchase choice
Step 5
Experiences
Step 6
Survey Study
Step 7
Conclusions
Cecilia Daprati
Multisensory / Experiential Marketing is a success
strategy to influence the emotional response of individuals
Sensations, emotions and experiences as marketing levers
Thanks for your attention
Cecilia Daprati
Sensations, emotions and experiences as marketing levers

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