We are witnessing the dawn of a new understanding of marketing. The world of Relational Services and One to One we will add a new element: the senses.
This is a world of feelings and emotions that should generate rewarding experiences. We know that gold gives more value to objects that surrounds or contains, that blue brings feelings of freshness, the smell of snuff, wood or musk reminiscent of male and softer smells remind us of the woman. Years ago there are therapies based on the senses: Chromatherapy, Aromatherapy, Music Therapy.
Nobody is discussing the advisability of using certain colors in environments to facilitate or control certain moods. The AEP (English Association for Psychotherapy) recommends the use of certain aromas to combat certain moods. Some famous advertising campaigns in Spain: the golden bubbles of Freixenet, the aroma of my home Heno de Pravia, the softness of mimosine, the aroma of coffee from Douwe Egberts coffee, etc., Incite the senses. At the point of sale use scents, colors, music ... and forms of decoration that generate feelings in line with the products and their worlds, stimulating sales. is a way of enhancing the senses through Feelings and emotions aligned with the strategy, as the raw power of Audi, Volvo safety, the "Just do it" Nike, or "spark of life" of Coca Cola, that evoke sensory experiences. To understand the importance of the senses and sensory motor, we must delve into the psychology of the conscious and the subconscious, understanding how emotions are generated and how they relate to human behavior. All information we receive from the outside world through the five senses.
All this information goes into our brain through electromagnetic pulse or vibration. The light is projected onto our retina, and it breaks down the colors at different frequencies, sending through the optic nerve to lump all the information the brain where we perceive the image. The sound will make our eardrums vibrate and this vibration transmitted through a complex route to the brain, which also stored in the corresponding node. If this sound is associated with an image, the association is stored in electromagnetic form to another node and so on. Data store, separately or as a group, form a complex of sensations file stored: These will enriched over our lives and so we can remember a summer resort by an odor, for example. What happens is that we are also able to combine, at will, all this information through our ability to imagine and create new sensations that provoke us. The ability to imagine and create as may affect both positive and negative feelings and emotions and produce pleasant or unpleasant.
N ur subconscious meets life and is the organizer of the entire body: cellular memory, genetic memory, control of hormones, biological processes, basic instincts, all belong to the memory in the subconscious. Not located only in the brain, but in every single cell of our body. The subconscious memory also powers of our feelings and emotions, creating behaviors, and giving character of each individual personality. The subconscious obey us in everything, causing pleasure and comfort and what leads to frustration and pain, and that on receipt of orders (from the imagination and their emotions and feelings), implements the physical mechanisms and mental requirements for this to be done. De ahí proceden los actos inconscientes como por ejemplo, los pensamientos involuntarios llamados intuiciones.
El ser humano posee la capacidad de asociar sensaciones, procedentes de los cinco sentidos y relacionarlas con conceptos e ideas que a su vez generan sentimientos y emociones que tienen que ver con nuestras experiencias vivenciales. Estamos hablando de psicología aplicada al Marketing. Después del paso que Daniel Goleman imprimió al mundo empresarial, hablándonos de la Inteligencia Emocional, hemos tomado más conciencia de las sensaciones y sus correspondientes emociones.
Bernd Schmitt nos dice: El marketing da un nuevo giro. El cliente no elige un producto o servicio sólo por la ecuación cost-benefit, but the experience offered before purchase and during consumption. If your marketing provides an enjoyable and satisfying their needs, success is assured. Marketing sensory experience involves creating the proper product.
Sensorial The purpose of Marketing is to create an experience, but that does not mean you have to use expensive resources. At certain times the experience is created by the simplest things. For example, Singapore Airlines offers great service, but sometimes you have to leave the customer alone, not to bother. This can also be excellent service.
T aking reference to Bernd Schmitt, have five ways to create experiences, perceptions, feelings, thoughts, actions, relationships. Perception: We are in the client's skin and understand that perceive colors, shapes, faces, auditory, olfactory, tactile, some are more subtle and are perceptions that come to us through verbal symbols and / or visual (name, logo, brand), setting a framework. Ferrero Roché is a good example. Sentiment: mood or emotional states. Moods, are weaker, and irrational (coffee awakens and encourages relaxing and exciting music, candles are romantic ...). The emotions are stronger and are generated based on experiences (love, hate, joy, sadness, pride, humility ...) and are much harder to generate. The emotions we generate them with the course of the Relationship and Service, we can not transmit with a simple feeling. A good example is Singapore Airlines. Thought: The point is to incite to think. Suggest to clients is a sensitive issue, not everybody wants it, but there are times when it is necessary, as in the case of many NGOs, issues related to ecology, other political and social values. Remember Benetton campaigns. Action: has to do with times and lifestyles, to behavior, reasoned action, personal perceptions and interactions. Nike sells a way of acting and living, with its music, its decoration, its particular dynamic and rhythmic. Value: are social experiences, which involve community feelings, cultural values, groups, clubs, collective identities, movements or trends. Such experiences are often very strong and cause individuals to collectively identify with them. The Volkswagen Beetle managed to create a sensory experience through unusual shapes and colors to which added a feeling, "you smile" and thus refers to the fun stuff of the 60's, adds an element of action and reminded generations of the time , and its relationship with regular meetings of those who have a similar issue, the Harley Davidson style. Marketing sensory appeal to the senses, emotions and feelings, the intellect. Create experiences that engage consumers creatively demonstrates alternative ways of doing things, appeals to perception. Define the personality of our products, services and local, using the senses, is the task we undertake, to go further.
