Research with a Christmas twist indicates that stimulating a combination of senses heightens shoppers’ perceptions in a retail environment. Multi-sensory marketing experiments that combined Christmas music with a scent traditionally associated with Christmas (for example Apple Spiced Cinnamon) together proved more effective:
The report states that:
'The results of this experiment indicate that consistency between an ambient scent and music in a retail setting leads to more favorable perceptions of the store, its merchandise, and the store environment. Behavioral intentions to visit the store are also positively affected by consistency between ambient scent and music. When inconsistency exists between the ambient scent and music, however, evaluations and behavioral intentions are not affected and in some instances are negatively affected.'
Creating a coherent theme and atmosphere with the use of multi-sensory marketing has a positive impact on customers and gets your brand’s message heard (and in this case smelt!).You can also use these techniques on an exhibition stand to immerse your visitors in a total sensory experience!
Read 'It’s Beginning to Smell (and Sound) a Lot Like Christmas: The Interactive Effects of Ambient Scent and Music in a Retail Setting' to see the detailed results of Eric R. Spangenberg's, Bianca Grohmann's and David E. Sprott's experiments.
Wednesday 22 December 2010
Friday 17 December 2010
Vanilla, the sweetest cure to your ailments!
It tastes delicious and its gentle scent calms, vanilla's popularity know no bounds! But
did you know vanilla possesses numerous health benefits too?
As it is full of antioxidants vanilla can help fight against the damage caused to your body by free radicals. They can also stop repertory inflammation. The vanillin hydrobenaldenlyde vanilla contains can help aid depression, settle an upset stomachs and relieve fever.
Vanilla oil has antiseptic properties and also aids sleep as it reduces blood pressure.
There's more! The scent of vanilla not only has the power to influence mood, relaxing
people and making them less anxious, it also works as an appetite suppressant. Having a scented candle lit this January may help your New Year's Resolution to shed a few pounds!
Read more about the benefits of the scent of vanilla...
Natutural-homeremedies.com has some more interesting information too!
did you know vanilla possesses numerous health benefits too?
As it is full of antioxidants vanilla can help fight against the damage caused to your body by free radicals. They can also stop repertory inflammation. The vanillin hydrobenaldenlyde vanilla contains can help aid depression, settle an upset stomachs and relieve fever.
Vanilla oil has antiseptic properties and also aids sleep as it reduces blood pressure.
There's more! The scent of vanilla not only has the power to influence mood, relaxing
people and making them less anxious, it also works as an appetite suppressant. Having a scented candle lit this January may help your New Year's Resolution to shed a few pounds!
Read more about the benefits of the scent of vanilla...
Natutural-homeremedies.com has some more interesting information too!
Read, Taste, Talk and Watch – How an audience succumbed to the rum!
In 2007 CBS Television used the sense of taste to get tongues wagging about the premiere of their new drama series ‘Cane’.
The show told the story of a Cuban-American family who produced rum. The inventive campaign advertised Lucia Duque Rum which was the fictional brand featured on the show. The adverts ran in the L.A. and New York editions.of Rolling Stone Magazine and included a dissolvable non-alcholic “Lucia Duque Rum” flavoured Peel n’ Taste® strip invented by First Flavor. This gave the readers a real taste for the show and the first episode attracted a 11 million strong audience…the highest figure recorded for that airtime slot for 8 years! Taking integrated marketing to a new level, the family was also seen discussing how to market its Duque rum on the show.
Office Olfaction - let your staff smell more than instant coffee this Monday morning!
Our acute sense of smell can influence our mood and thought processes. Taking this into account, some multi-sensory savvy bosses have perked up their work force with the help of scent stimulation! This tactic has helped to boost performance…
'One Japanese company uses citrus scent to stimulate its workers at the start of the day, floral scents to boost their concentration in the late morning / early afternoon and woody scents such as cedar and cypress to relieve tiredness at lunchtime and in the evening.'
After your Christmas party why not refresh and revive your staff with a range of
energy boosting smoothies? Our peppermint and mango recipe will awaken and revive your employees so they can concentrate on their work with a smoothie smile on their face!
Visit the 'Scent Report'
'One Japanese company uses citrus scent to stimulate its workers at the start of the day, floral scents to boost their concentration in the late morning / early afternoon and woody scents such as cedar and cypress to relieve tiredness at lunchtime and in the evening.'
After your Christmas party why not refresh and revive your staff with a range of
energy boosting smoothies? Our peppermint and mango recipe will awaken and revive your employees so they can concentrate on their work with a smoothie smile on their face!
Visit the 'Scent Report'
Ahhhh…Bring on the Christmas Cinnamon nostalgia!
For memories of Christmases past, swap that peppermint candy cane for a glass of warm mulled wine with a cinnamon kick! In Bianca Grohmann's and David Thomas' impressive sounding 'Brand Memory effects of Retronasal Olfaction' they discuss how research has demonstrated that the scent of cinnamon has a greater power to help stimulate memory recall than peppermint.
'Retronasal Olfaction occurs during eating and drinking, and combines with the sense of taste, audition, and somatosensory perception of texture and fattiness to form flavour experience (Duffy, Cain, & Ferris, 1999).'
The sensation of flavour occurs through a combination of receptors in the mouth and nose being stimulated. When we eat, a majority of the flavour we experience is perceived by through our sense of smell. The area in our brain that processes scent also controls memory and emotion which means there is a strong link between them. Grohmann and Thomas explain:
'In a memory task, Zoladz and Raudenbush (2005) compared retronasally [which means through eating, drinking or in this case chewing ]administered odorants and found that peppermint increases performance on memory tasks over a no gum and no flavor gum condition, but was consistently outperformed by cinnamon odorant.'
Read 'Brand Memory effects of Retronasal Olfaction' for all the festive details!
'Retronasal Olfaction occurs during eating and drinking, and combines with the sense of taste, audition, and somatosensory perception of texture and fattiness to form flavour experience (Duffy, Cain, & Ferris, 1999).'
The sensation of flavour occurs through a combination of receptors in the mouth and nose being stimulated. When we eat, a majority of the flavour we experience is perceived by through our sense of smell. The area in our brain that processes scent also controls memory and emotion which means there is a strong link between them. Grohmann and Thomas explain:
'In a memory task, Zoladz and Raudenbush (2005) compared retronasally [which means through eating, drinking or in this case chewing ]administered odorants and found that peppermint increases performance on memory tasks over a no gum and no flavor gum condition, but was consistently outperformed by cinnamon odorant.'
Read 'Brand Memory effects of Retronasal Olfaction' for all the festive details!
Thursday 16 December 2010
Marketing to the 5 Senses: #2 Smell
Smell's direct connection to memory and emotion means that it has a great influence over behaviour and this has been utilised successfully in scent marketing.
Have you heard of the scenario when an estate agent shows a prospective buyer around a property they have a pot of coffee brewing or cakes baking in the oven?
The estate agent is using the customer’s familiarity and memories of these scents to build an image of a lifestyle within that house. They are creating an atmosphere that makes the people viewing the property feel at home. Marketing towards the sense of smell means they can imply the house would make a wonderful home without having to say it!
How does this all work? Our olfactory receptor cells - stimulated by air born molecules - send electrical impulses to the brain's limbic system, the most ancient and primitive part of the brain. In addition to our sense of smell, this area of the brain controls long term memory, emotion and behaviour. Marketing towards these three elements through the sense of smell is a brilliant way of enticing your target audience.
Have you heard of the scenario when an estate agent shows a prospective buyer around a property they have a pot of coffee brewing or cakes baking in the oven?
The estate agent is using the customer’s familiarity and memories of these scents to build an image of a lifestyle within that house. They are creating an atmosphere that makes the people viewing the property feel at home. Marketing towards the sense of smell means they can imply the house would make a wonderful home without having to say it!
How does this all work? Our olfactory receptor cells - stimulated by air born molecules - send electrical impulses to the brain's limbic system, the most ancient and primitive part of the brain. In addition to our sense of smell, this area of the brain controls long term memory, emotion and behaviour. Marketing towards these three elements through the sense of smell is a brilliant way of enticing your target audience.
There’s more to flavour than taste…
When we experience flavour it is a combination of both our taste and olfactory (smell) receptors being stimulated. This explains why it is hard to taste some foods when we have a cold as we are not getting the complete experience. Also as people age, they begin to lose their sense of smell and because taste is related to smell, they do not enjoy different food flavours as intensely.
Using the two senses of taste and smell together to promote a brand is a great way to create a stronger link to the brand through a more complete sensory experience.
Using the two senses of taste and smell together to promote a brand is a great way to create a stronger link to the brand through a more complete sensory experience.
Monday 13 December 2010
People quick to experience the Google Chrome Game!
An interactive game promoting the Google Chrome browser managed the impossible – it tore the Westfield crowd away from their Christmas shopping! The public could take part in the multi-sensory action by being transported into the game!
The gamer stood on the Google Chrome platform and when the music started their colour changing silhouette appeared on the HUGE paint splattered gaming canvas projected on the side of Westfield Shopping Centre! This interactive game involved bouncing multicoloured balls around the bright background by moving your body fast and furiously! The bold moving patterns, music and engaging gaming experience meant the fun went on all day - everyone wanted to be a rainbow coloured 10ft computer game character!
Forget the speed of light, this quick paced multi-sensory experience allowed the participants to experience 'Fast is moving at the speed of chrome'. Watch the video to see the interactive fun bouncing about on your screen!
The gamer stood on the Google Chrome platform and when the music started their colour changing silhouette appeared on the HUGE paint splattered gaming canvas projected on the side of Westfield Shopping Centre! This interactive game involved bouncing multicoloured balls around the bright background by moving your body fast and furiously! The bold moving patterns, music and engaging gaming experience meant the fun went on all day - everyone wanted to be a rainbow coloured 10ft computer game character!
Forget the speed of light, this quick paced multi-sensory experience allowed the participants to experience 'Fast is moving at the speed of chrome'. Watch the video to see the interactive fun bouncing about on your screen!
Thursday 9 December 2010
Sounds like there’s a storm brewing!
This fantastic interactive poster campaign showcases multi-sensory marketing at is best! Brazilian production company Saxsofunny ensures that its advertisements are both seen and heard with a tactile element at its core.
As the posters say ‘Every image has a sound.’ You touch the advert and hear what you see – it’s a powerful low-tech solution with no speakers or animation involved! Here at Sejuiced we love the simplicity of this idea and its irresistible appeal.
Wednesday 1 December 2010
Get your gloves on! This “wall of ice” touch screen is soooo cool!
Researchers at Nokia in Finland are making the most out of wintery conditions by using them as inspiration for their technological advances! They have forged a wall made completely from ice and turned it into an interactive computing interface.
The giant computer monitor demonstrates that you can turn just about any surface into an interactive display. Also known as “pervasive computing”, this advance enables computers to leave the confines of our desks and become partly embedded in our surroundings, allowing people to interact with many types of computer-generated media without using a formal computer.(Image: Nokia)
This is definitely something to keep an eye on as it develops …imagine the huge impact it will have on an exhibition stand or as an advertising billboard! Take a look at the video of the impressive ice wall which produces virtual flames in responses to being touched.
This is definitely something to keep an eye on as it develops …imagine the huge impact it will have on an exhibition stand or as an advertising billboard! Take a look at the video of the impressive ice wall which produces virtual flames in responses to being touched.
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