marketing sensorial. a pedra de toque das marcas experienciais
DESCRIPTION
Apresentação feita no workshop "EXPERIENTIAL BRANDS 2.0. Como proporcionar experiências memoráveis aos clientes"TRANSCRIPT
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MARKETING SENSORIALMARKETING SENSORIAL
A PEDRA DE TOQUE DAS MARCAS EXPERIENCIAIS
Pedro FerreiraProfessor | Investigador
IPAM – The Marketing School | IPAM Lab
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ÊEXPERIÊNCIAEXPERIÊNCIA
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Publicações científicas sobre marketing experiencial
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Fonte: Proquest/ABInform
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C hi fC hief
E xperientialE xperiential
O fficerO fficer
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Experiência = interacções com o p çmundo físico
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A IRONIA DA EXPERIÊNCIA SEM SENTIDOS…
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Importância dos sentidos
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0Taste Sight Smell Sound TouchTaste Sight Smell Sound Touch
Source: Brand Sense by M. Lindstrom
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Índice de Impacto na Lealdade às Marcas
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0Taste Smell Sound Touch SightTaste Smell Sound Touch Sight
Source: Brand Sense by M. Lindstrom
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Importância dos sentidos
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0Tacto Visão Olfacto AudiçãoTacto Visão Olfacto Audição
Fonte: Profissionais de Mkt e os Sentidos, IPAMLab
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TACTOTACTO
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Necessidade de tocar os produtos pexpostos numa loja
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A Apple foi das primeiras marcas de tecnologia a permitir a interacção cliente-produto
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Tocar, experimentar, possuir…
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ShowroomingShowrooming…
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Muitas pessoas resistem à revolução digital por sentirem a falta do toque do papel
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Pesado/sólido/robusto = Importante/Qualidade
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A firmeza é sinónimo de qualidade…
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A sensação de calor promove a confiança…
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Suavidade torna-nos mais… suaves
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E i ti l B di ã i tExperiential Branding não existesem os sentidossem os sentidos
O marketing táctil é pura interacção, física ou virtual,