Sensory Marketing

What is sensory marketing？ Sensory marketing refers to the business operators in the market marketing, using the human senses of sight, hearing, touch and smell, attracts people with color and voice touch and smell to seduce people, sales at emotional touched people's experiential scenario, its goals is to create the feeling of perceptual experience, let consumer involvement and effectively arouse the purchase desire of consumers to a marketing mode.

Visual marketing often use three ways to seduce consumers. First one is company have a clear and accurate brand stage do guide strategic thinking. For example, Polo Villae first step is visual marketing that attract you. Consumer will finds around the store overnight opened, opened a clearance. Like coast city which is in shenzhen, it also played the moving of the slogan "year-end clearance. After one year they have to help it PS behind last year. Polo Villae using this way has stores in major cities, and even Hong Kong, it can appear overnight, which also can disappear overnight. Second one is form of advertising visual, terminal high unification. Third one is company should pay attention to the visual arts of the terminal, like fruit and vegetables, which also want to like a still life painting art is arranged, because the aesthetic feeling of commodity can be lifted the customer's purchase desire.

Auditory marketing refers to the use of beautiful or unique voice, it attract consumers auditory attention, and formed a unique voice in the mind of the consumer. McDonald's in the cheerful music is its personality fully manifests, KFC in the rising and falling of music shows its different from McDonald's brand culture, clothing store light music to promote consumers to buy. These shows its characteristic of recreational, relaxed at the same time, such as a coffee shop low music with its internal lighting provides consumers can chat and enjoy life.

Marketing refers to in touch touch a unforgettable impression for consumers, the characteristics of promotional products and stimulate consumer's purchase desire. Hilton Hotel chain is placed in the bathroom a modeling is very lovely and made consumer feeling comfortable little duck, the guests are loved, and home to the family as a memento. Little duck on give a person feel comfortable and Hilton to customers with comfortable accommodation echo.This is not in the market sales of gifts as the Hilton won the public praise, and become one of the reasons for customer favorite Hilton Hotel, which is the application of visual marketing and touch.

Smell marketing is to use a particular smell to attract consumer attention, memory, identity, and finally form the brand loyalty. For example, Singapore airlines flight attendant on the perfume, the company special modulation "hot towel on perfume," as our company patent fragrance, the scent of a person. Starwood Hotels group makes each brand has its own signature fragrance, they create pleasant for the guests to relax the mind travel experience. North American BOSS will “man’s smell" slogan and in-store charm make public of male fragrance, audio-visual brand brand with smell, a model of perfect fusion.

In today's society is becoming more and more attention to personalized culture. On the basis of experience, the market is full of a lot of similar brands, products and services. The functional properties and product interests are no longer sufficient to attract and conquer the customer. Enterprise must with the aid of the human senses, there are sight, smell, hearing and touch to influence consumer.

what is consumer betaviour

Consumer behavior is “the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy-needs and desires”. ( soloman, m 2013) This means when individuals or groups select, purchase, use, or disposal of products, services, ideas, or experience, in order to meet the needs and desires. For example, one day morning, you see your colleague in hand a new "color screen mobile phone", which is just the kind of do you like, you will instantly have the idea of many different, the following several kinds of idea, that is you? Happy for her, her face to make you happy;I want to go to buy this phone, afternoonBecause she was in the show, and produce a feeling of disgust;They were determined not to buy this phone, because you don't want to be the same with her;A bit self-abased, because they were not able to buy;Dissatisfied with her boyfriend, because he didn't give yourself this kind of mobile phone.

Human behavior can be simply summed up as a process of stimulus and response, as the highest creature such as human, it has the most complex kind of stimulus and response system. Due to the complex and dynamic, human behavior has long become a formal science.As a marketer, your mission is to change consumer behavior, the response described above and the time of the process is only 0.2 1 seconds. Different individuals may have different reactions, every consumer to deal with every day tens of thousands of all kinds of information, and react accordingly.If your face is a fruit juice market, then your target customers is hundred million calculation.Such a large number of psychological process, marketing personnel how to grasp the mainstream, and application methods to change people's behavior?There is only one answer: consumer behavior.In many cases is irrational consumption behavior. For example, if asked: why do you go to buy a bottle of purified water, can you speak out a reasonable explanation? Most people can tell the reason, but is not necessarily logical. Marketing is the most fascinating and confused -- -- -- -- -- consumers elusive state of mind.

Perhaps you now is a beer company's marketing director, every day the arduous price war with competitors, your professional knowledge to tell you the beer is the same, drink basic little difference with your eyes closed. You are even doubt advertising do you want to do.Let me discuss with you, from the perspective of behavior first, a basic question: why people drink beer? Because it is water to quench thirst? Because it has nutrition than milk? Because it is more healthy than fruit juice? Seems to be not, from the perspective of behavioral science, this is a kind of demand at work, a friend told me a beer, and often "because drink beer feel comfortable, feel have entered a relaxed environment". He needs is to change the attitude, into the relaxed environment.And the other a friend said, “ I must drink beer with your friends, because be alcohol is unfamiliar.” His demand is said to be close to a signal.And one of my friends told me, “ I will drink a lot of beer in nightclubs, because on that occasion must sample.” He is integrated into the environment.

Understanding of consumer behavior analysis to the marketing, product sales and communication with the customers is of benefit.

New Activity of Chinese New Year

Jack Ma in this year to create new universal together to participate in the activities of the red envelope in the New Year. he is the Alibaba group chairman of the board and CEO, the founder of TaoBao and Alipay. Alipay payment is electronic payment to use third-party payment.
This activity at the heart of the problem is: the user great efforts lead to huge expectations, and the contrast in the real return, which means the consumers have very long response time, and a lot of pay, lead to the expectations of users is very big, and then after the zero point, all previous efforts to become invalid, the user returns and expectations to form the huge contrast. The Spring Festival, there is no doubt become a red envelope battleground.From the 7th to February 23 when New Year's eve that WeChat network error appeared unable to grab a red envelope was poking fun at "really miss a few hundred million".While paying treasure to release data at night, the first two rounds of activity interaction to reach 180.8 billion times, and last year's Spring Festival gala for the total number is 11 billion.
By the zero on February 8(Chinese Time), 18 points, collected a total of more than 790000 people in wufu, divide the 215 million cash bonus, this means that each set JiWuFu users can get 271.66 yuan.