What is Sensory marketing
How a firm should treat its customers in a more
individualized way in today’s society.
Sensory marketing is all about offering sensations as
expressions for the brand soul, which gives opportunities
to reach the individual’s mind and heart in providing the
suprime sensory experience.
It is through the sences that every individual becomes
conscious of and perceives firms, products and brands.
This means that further knowlegde about the human
senses might make a firms marketing more successful.
Sensory marketing can create brand
awareness and establish a brand image
that retales to the customers identity,
lifestyle and personality.
 Sensory marketing treats its customers in
a more intimate and personal way.
 Sensory marketing puts the human brain,
with its five senses, at the center of
marketing.
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A model
The firm
the individual
Sensorial
strategies
and
customer
treatment
Brand and
experience
logic
The five human
senses
Sensory
experience
Smell,
sound,sight,
Taste and Touch
Sensorial strategies and customer
treatment
The smell sense is closely related to our
emotional life, and scents can strongly
affect our emotions.
 Vanilla and clementine affect customers
behavior and making them staying longer
in a shop.
 Sound has always been of great
importance in society. (jingles).

Sight is generally held to be the most
powerful of the human senses and it is
also the most seductive.
 A taste strategy differentiates a brand and
offers surplus value to customers.
 The touch sense is the tactile sense by
which we have physical contact with the
surrounding world and can investigate
three-dimensional objects.

Sensory marketing is about treating
customers through sensorial strategies
to accomplish a supreme sensory
experience.
 Sensory marketing illustrates the start of
a development toward more and more
individualization, resulting in increased
customer power that will affect a firm’s
strategy and tactics.


A sensory experience is the result of the
reactions of the senses to different
elements or triggers in marketing. These
elements or triggers are often called
”stimuli” in a traditional psychological
context.
Marketing 3.0
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Three waves.
First wave (the development of the
agricultural society. Around 1950)
Second wave ( creation of modern industrial
society and the modernization of society
(1960-1970))
Third wave ( post-modernization
(technology) ongoing globalization with
increased competition among brands in
nearly all consumer markets around the
world.
Induvidualization as lifestyle.
Forming new identities –three
personal driving forces.

Identity creation
a) symbolic content and
meaning.
b) shopping as experience.
c) products as artifacts

Self-fulfillment
a) quality of life and welfare
b) qualified consumtion
c) service-related time
use-visiting friends ect.
 Sensory experience
a) active dialoque and
participation.
b) emotional and rationel
behavior.
c) physical and virtual
attendance.

Many individuals want to belong to the
collective and at the same time be unique.
In this regard brands play a crucial role
and offer the possibility of creating an
identity that can be transferred to others
via certain brands.

So sensory marketing is a firm’s ability to
accomplish a suprime sensory
experiencewith a strategic direction,
attaching as many of the human senses as
possible.
Assignment part 1
Make an ordinary presentation of a brand
of your own choice.
 Show it to your classmates.
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