Сенсорная манипуляция в рекламе

For a modern person, buying is not so much about satisfying basic needs as emotional needs. Sometimes even the practical characteristics of the product fade into the background, and the buyer makes a choice based on completely different parameters.

A person likes it when there is an illusion of independent choice. No wonder shopping is one of the most popular activities in the world. However, it would be naive to believe that when we are in shopping malls, only necessary purchases fall into our baskets. According to statistics, 30% of purchases are firmly planned, 6% are purchases planned at all, 4% are alternative and 60% of all purchases are impulsive, that is, the decision to purchase them was made directly at the counter.

The main thesis of advertising entrepreneurs is that advertising is the most democratic means of regulating consumption, an expression of true concern for a person, supporting guaranteed freedom of choice. The Advertisers Corporation has adapted this aspect of the social myth very well. Sensory influence effectively uses the motives of consumption of certain goods corresponding to certain emotional states.

When using sensory manipulation, manufacturers turn to stimuli stored in people's subconscious and vigorously exploit them to increase the number of consumers.

In modern conditions of fierce competition, foreign and domestic manufacturers are increasingly using advertising techniques of sensory pressure to increase sales.

According to Martin Lindstrom, a consultant for the most famous American brands, the best results are brought by the effect on the ear of pleasant music accompanying the purchase, which raises sales growth by 64%.

An eye-pleasing product allows you to increase sales by 40%Pleasant to the touch by 26% With a «delicious» smell by 46%, but having a pleasant taste increases sales by 23%.

The purpose of sensory marketing is to develop a special reflex association in the client, when certain music or sensations immediately evoke memories of a particular brand.

Statistics of types of purchases 30

Planned

Possible

Alternative

Impulsive

Tactile sensations

Colour

A good color scheme depends on a lot. How can I not give an example of Coca-Cola. Everyone knows their red and white combination! Even Santa Claus, whose image has been used by Coca-Cola in its advertising for half a century, wears «their» costume, previously the color of the costume was green. It is well known that each color evokes subconscious associations and emotions. Special studies show that 80% of color and light are absorbed by the nervous system and only 20% by vision.

As an example, McDonalds can be cited: employees put on dynamic music when there are a lot of visitors in the hall to make room for new ones faster; when there are few visitors, slow, calm music sounds, which makes visitors stay longer and, of course, spend more money.

In supermarkets, customers are best influenced by classics and retro hits. The Magram Market Research research agency claims that a composition with a rhythm of about 60 beats per minute provokes people to spend 36-40% more on purchases than planned.

Sound effects help to awaken a certain mood associated with the product in the buyer: the sound of the surf in the fish department, the clink of crystal glasses in the alcoholic beverages department, push a potential customer to make a purchase.There is a well-known case when romantic light music and jazz increased sales of alcoholic beverages in cafes by 80% in two weeks. • Specialists from Kellog's, a major manufacturer of breakfast cereals, have developed a special sound resembling the crunch of cereal, which the company has patented along with recipes for their preparation. After introducing the unique crunch to consumers, the Kellogg's brand began to steadily strengthen its position in the market over the 6-month period of using this sound in food departments, sales increased by 23%.

Smell 

Aromamarketing is the most important component of sensory marketing. Smells have been in the service of marketers not so long ago. Long time manufacturers and 20% more time.As an example, McDonalds can be cited: employees put on dynamic music when there are a lot of visitors in the hall to make room for new ones faster; when there are few visitors, slow, calm music sounds, which makes visitors stay longer and, of course, spend more money.

In supermarkets, customers are best influenced by classics and retro hits. The Magram Market Research research agency claims that a composition with a rhythm of about 60 beats per minute provokes people to spend 36-40% more on purchases than planned. Him.

These simple rules will help you avoid unnecessary money spending. Sound effects help to awaken a certain mood associated with the product in the buyer: the sound of the surf in the fish department, the clink of crystal glasses in the alcoholic beverages department, push a potential customer to make a purchase. • There is a known case when romantic light music and jazz increased sales of alcoholic beverages in cafes by 80% in two weeks. • Specialists from Kellog's, a major manufacturer of breakfast cereals, have developed a special sound resembling the crunch of cereal, which the company has patented along with recipes for their preparation. After introducing the unique crunch to consumers, the Kellogg's brand began to steadily strengthen its position in the market over a 6-month period of using this sound in food departments, volume

Sales increased by 23%.

Smell

Aromamarketing is the most important component of sensory marketing. Smells have been in the service of marketers not so long ago. For a long time, manufacturers and sellers were quite skeptical about the use of odors to promote products. However, having felt the positive experience of their colleagues, they began to use various flavors everywhere. The demand growth figures were astounding. On average, the sales level increased by 15-20%. This is exactly the effect achieved by elite, luxury, retail outlets of perfumes and cosmetics that actively use special scents. According to experts, a pleasant atmosphere provides up to 50% of sales in such boutiques.

One example of the effectiveness of aromamarketing can serve as a kind of move caffeine Jacobs. The aromatization of the streets in front of these establishments increased the number of visitors by an average of 110%. According to the European Institute of Merchandising, the use of aromatization of trading floors increases the share of impulse purchases by 38%.

Bakeries located in supermarkets increase sales volumes by saturating the air with the aroma of freshly baked bread, thereby encouraging unplanned purchases.

The world-famous Louis Vitton leather company used a humiliating aromatization of the trading floor of its store, with a specially developed composition based on the subtle smell of expensive leather. The results were not long in coming within a month and a half, sales increased by 35%.

The French travel agency Havas and some Russian companies reproduce the atmosphere of future vacation spots in their offices, giving the smell of heated sea sand and exotic tropical thickets, thus making an unforgettable impression on the client. 

Gas station chains, such as Total, in many countries flavor their gasoline, giving it a vanilla smell. Esso saturates diesel engine oil with strawberry flavor, According to a study by the European Institute of Merchandising in 2004. It was found that one of the most attractive is the smell of a new car, even special sprays have been created that simulate the evaporation of fresh plastic, glue and paint, which are processed inside the interior of used cars, which significantly affects the volume of their sales.

The sense of touch

As a final factor in manipulating the consumer's choice, it is necessary to mention the sense of touch.

The tactile sensations of interacting with a brand are an essential component of making a purchase decision. Due to the lack of such interaction, many online clothing stores have collapsed:

 Gas station chains, such as Total, in many countries flavor their gasoline, giving it a vanilla smell. Esso saturates diesel engine oil with strawberry flavor. According to a study by the European Institute of Merchandising in 2004, it was found that one of the most attractive is the smell of a new car, even special sprays have been created that simulate the evaporation of fresh plastic, glue and paint, which are treated inside the interior of used cars, which significantly affects the volume of their sales.

The sense of touch

As a final factor in manipulating the consumer's choice, it is necessary to mention the sense of touch.

The tactile sensations of interacting with a brand are an essential component of making a purchase decision. Due to the lack of such interaction, many online clothing stores collapsed: and the buyer was deprived of the opportunity to try on clothes, feel the texture of the fabric. Again, let's turn to the experience of the Coca-Cola company: when this drink entered the market in an unusual glass bottle, it became an object of real worship in America. After the company began to produce the product in plastic bottles and metal cans, the tactile sensations that were so strongly associated with Coca-Cola began to fade. The brand has lost a certain part of its fans. During the year, after a sharp reduction in the production of glass bottles, the company's revenues decreased by 11%.

In conclusion, I would like to advise everyone who is not indifferent to shopping before going shopping, think carefully about what exactly you need, make a detailed list and when you come to the store, focus on it. These simple rules will help you avoid unnecessary money spending.