#1NLab15: Composing a Sensory Experience – Tapping Into the Future of Digital
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Nate Denton @nateonenorth
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Transcript of #1NLab15: Composing a Sensory Experience – Tapping Into the Future of Digital
Nate Denton@nateonenorth
Composing a Sensory Experience
Tapping Into the Future of Digital
Sensory Branding
Sensory Branding is a type of marketing that appeals to all the senses in relation to the
brand. It uses the senses to relate with customers on an emotional level.
THE POWEROF SENSE
COMPOSINGAN EXPERIENCE
“Fewer than 10% of the world’s top brands demonstrate a sensory
branding platform…within the next 5 years, that figure will jump to 35%.”
- Martin Lindstrom
SIGHT
“83 percent of the information people retain is received visually.”
- Geoff CrookCentral Saint Martins College of Art and Design
“83 percent of the information people retain is received visually.”
- Geoff CrookCentral Saint Martins College of Art and Design
“Statistics show that 40 percent of all perfume purchase decisions are based
on the design of the bottle.”
- Martin Lindstrom
Digital Innovation
Things You Should Consider
SOUND
Music’s Impact on Sales
PAD Emotional State ModelAlbert Mehrabian and James A. Russell
“Ultimately, playing classical music led to more money being spent by shoppers.
Interestingly, the shoppers did not buy more bottles of wine…
but rather chose the more expensive bottles.”
- Advances in Consumer Research Volume 20
Grocery
Retail
“Ultimately, playing classical music led to more money being spent by shoppers.
Interestingly, the shoppers did not buy more bottles of wine…
but rather chose the more expensive bottles.”
- Advances in Consumer Research Volume 20
Grocery Restaurant
The Jingle
“Brands with music that ‘fit’ their brand identity are 96 percent likelier to
prompt memory recall.”
- Martin Lindstrom
Plop, Plop, Fizz, Fizz!
“I Don’t Wanna Grow Up, _____”
“Like a Good Neighbor, _____”
“8 Hundred, 5, 8, 8, _____”
“Meow, Meow, Meow, Meow, Meow, Meow, Meow, Meow, Meow, _____”
Sonic Identity
The Audio Branding Academy, an industry group founded in 2009, says it was aware of 145 “Audio
Branding” agencies worldwide in 2013, up from 126 in 2010.
These agencies are hired for one-off recordings or even a full sonic identity. This includes creating a
catalog of sounds for commercials, online videos, and user interfaces.
Digital Innovation
Things You Should Consider
SMELL
“Smells are more quickly and strongly associated with memories than visual or
auditory cues, because smell is the only sense directly connected to the brain's limbic system,
which houses emotions and memories.”
- Advertising Age
“Test results have shown a 40 percent improvement in our mood when we’re exposed
to a pleasant fragrance—particularly if the fragrance taps into a joyful memory.”
- Martin Lindstrom
Olfactive Identity
Custom Scents
“Subtle Sophistication”
“Subtle Sophistication”
“Ocean Blue”
“Ocean Blue”
“Essence of Lincoln”
“Essence of Lincoln”
Your Own Personal Brand Scent
Digital Innovation
Things You Should Consider
TOUCH
“35 percent of consumers stated that the way their cell phone feels is more
important than the way it looks.”
- Martin Lindstrom
Digital Innovation
Things You Should Consider
HAPTICS
TASTE
Food & Beverage Industry
Digital Innovation
National University of Singapore
TOIP(taste over internet protocol)
Things You Should Consider
So Who Is Composing?
