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SENSORIAL MARKETING AND THE WELL-BEING

CONSUMER

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Well-being definition

Wellness

Pleasure

Feeling well is the climax to enjoyment e.g., fun beyond instant gratification is about wellness

Wellness activities, where possible, should be pleasurable in themselves e.g., by delivering ultimate relaxation

Well-being &

Being-well

I play volleyball for fun, but at the end of the game I feel good!

NY Consumer

Well-being is a positive reinforcement loop between wellness and pleasure

ILLUSTRATIVE

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Rational vs. Emotional

I have seen “Super-size me” and - as a teacher and a father - I made sure my students and my children also watched the movie…but that does not mean I am never eating at McDonald again! Consumer

Rational Decision

ý

Don’t tell me what’s good or not for me! Consumer

Emotional Reaction

Don’t take the fun out of pleasure! Consumer

Balance is an oversold marketing buzzword ! Consumer

I saw the movie… … I don’t eat at McDonalds’

Well-being is not about a conscious balancing act, nor a rational connection, nor about tension or compromise

1) Well-being is not about rational decisions, is more of a sub-conscious process 2) Consumer reject the notion of balance and compromise

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Paradoxes

Healthy….. Sense… ‘Wow’… Comfortable… Reassuring… Balanced compromise… Simplicity… Believable…

…. but do tell me is healthy … but not rationalized … but not overwhelming … but not boring … but not preachy … but no trade-offs … but not mono-functional … but not patronizing

Well-being is wellness and pleasure intertwined, in a subliminal way through paradoxes

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Life stages

Wellbeing

Pleasure

Well-being Sweet Spot

Sex &

Excitement

Discovery &

Identity

Settled Nurture &

Fulfilled

Spiritual &

Healthy

When you are young it’s just all about fun, sex, do lots of things and travel

Young Consumer

Now our sweet spot would be about having fun, later it would be a warm home

Young Consumer

e.g.,

Before I was a dad I would play only blood and shoot games, now that I have a kid, I play with her

Consumer

ILLUSTRATIVE

The Well-being sweet-spot changes by life stage

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How do we tap into this insight?

Recent developments in sensory-emotive branding create new standards for success. Brands are being transformed into amazing experiences. It is about how consumers interact with a product, how they feel by using the product, or even how they identify with the product

David Ingersoll, VP Takasago Int 2005, Esomar

Unique sensorial experiences

From:

To:

Benefit driven

products

Experience centric

products

e.g.,

Via:

Features driven

products

By delivering Unique Sensorial Experiences, we can relate to this consumer

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Don’t call it sensorial

Unrealistic expectation…

Consumer … sounds like real estate agents overselling…

Consumer

…does it have anything to do with Ambient Music??

Consumer

…not an everyday experience…

Consumer

…sounds like a consulting bullshit!…

Consumer

Sensorial stands for…

Life in Motion

Experiencing the experience

… but they like….

Sensorial - as a slogan - does not resonate well with consumers

AMATI& Associates

AMATI& Associates

Registered address:

ul. Pu!ku Baszta 4A lok. 26, 02-649 Warszawa, polska

nip: pl 5213627346

url: www.filibertoamati.com

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