quarta-feira, agosto 19, 2009

Sensory branding

Este pormenor do livro de John Medina, Brain Rules, é fantástico:
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"Author Judith Viorst once said, “Strength is the capacity to break a chocolate bar into four pieces, and then eat just one of the pieces.”
She was of course referring to the power of the confection on selfwill. It’s a testament to the power of emotion to incite action."
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Percebo muito bem o que é que Judith Viorst quer dizer, agarrar uma tablete de chocolate e parti-la entre os dedos e começar a sentir aquele perfume a entrar-nos pelas narinas adentro é uma tentação.
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"That’s just what emotions do: affect motivations. As we discussed in the Attention chapter, emotions are used by the brain to select certain inputs for closer inspection. Because smells stimulate areas in the brain responsible for creating emotions as well as memories, a number of business people have asked, “Can smell, which can affect motivation, also affect sales?
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One company tested the effects of smell on business and found a whopper of a result. Emitting the scent of chocolate from a vending machine, it found, drove chocolate sales up 60 percent. That’s quite a motivation. The same company installed a waffle-cone-smell emitter near a location-challenged ice cream shop (it was inside a large hotel and hard to find). Sales soared 50 percent, leading the inventor to coin the term “aroma billboard” to describe the technique."
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Quite impressive for me.
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Lembro-me de chegar ao aeroporto de Los Angeles, despachar as malas e encontrar-me cheio de fome por volta das seis da manhã.
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De repente, snif, snif... não pode ser!!!
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Estou na costa oeste dos Estados Unidos, como é possível estar a sentir o cheiro de um bolo tradicional da zona de nascimento dos meus pais? Um intenso cheiro a canela quente invadiu a zona e despertou-me uma enorme curiosidade, aumentou a minha sensação de fome e vontade de comer.
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O cheiro lá me guiou até uma loja de comida que nunca tinha visto até então. Uma loja da cadeia de franchise Cinnabon com uns deliciosos bolos aquecidos e polvilhados com canela, uma versão muito melhorada das escarpiadas da minha infância.
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Que o cheiro seja um poderoso factor que promove a compra de alimentos por impulso OK, mas que promova a venda de roupa:
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"Welcome to the world of sensory branding. An entire industry is beginning to pay attention to human sensory responses, with smell as the centerpiece. In an experiment for a clothing store, investigators subtly wafted the smell of vanilla in the women’s department, a scent known to produce a positive response among women. In the men’s department, they diffused the smell of rose maroc, a spicy, honeylike fragrance that had been pretested on men. The retail results were amazing. When the scents were deployed, sales doubled from their typical average in each department. And when the scents were reversed—vanilla for men and rose maroc for women—sales plummeted below their typical average."
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Parece mesmo um filão por explorar.

3 comentários:

lookingforjohn disse...

Pressinto questões de ordem ética a serem despoletadas...

CCz disse...

Porquê?
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Qual a diferença entre sensory branding e o jogador Figo, ou a apresentadeira ??? aparecerem em fotografias a publicitar o BPN?

CCz disse...

A nova moda do marketing recorre a todos os sentidos.
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http://economico.sapo.pt/noticias/a-nova-moda-do-marketing-recorre-a-todos-os-sentidos_92704.html