INTERVIEW WITH GASPAR BERBEL (by student of the Marketing TFG of the EUMediterrani, 2/24/21)

1- What are you currently doing?

I am a Researcher-Professor at EUMediterrani, visiting professor at some seminars or courses at the UAB and at the UPC. Consulting partner Aptabel.com and CEO in the project startup Evalua-lo.com.

2- Could you briefly define what Sensory Marketing consists of?

It is marketing focused on the senses, it is intended to create in the possible consumer experiences through sight, hearing, taste, touch, and smell; associating them with a product or a service. The senses are our windows to the outside, we communicate with the outside through 5 main senses: touch, sight, smell, smell and taste, they are the exploring senses. There would be two more, internal, interoceptive and proprioceptive - since we also feel what happens inside, when a kneecap, a bone or the gut hurts.

Most of the sensory information travels from the senses to the Thalamus, from there to primary or projection brain areas, in the cortex, information emitted in action potentials that will also travel to secondary or association areas where they fuse, mix or combine with information from the rest of the senses, with our memories or memories, impulses and information ...

3- Do you think that sensory marketing can be used by companies to contribute to the purchase decision of consumers? And to differentiate yourself from the competition?

It has been done for a long time, especially in terms of fragrances - many brands have their own, in dealerships, banks, shoe stores, fashion stores, etc ... Visual stimulation, the game with colors and lights are also widely used forms in marketing. 

Sight and smell would be one of the senses most taken into account, also hearing - in many supermarkets or retail establishments. retail They know that certain types of music can increase impulse purchases or stays in the establishment ... 

Blue, for example, is the color of the Mutua Madrid insurance company, red that of Linea Directa, its soundtracks are also different and easy to recognize.

4- Depending on the objective that the companies have, do they appeal to different senses when issuing stimuli? 

Yes, of course, some are more visual, others auditory, olfactory. Smell is one of the most important senses in marketing, we speak of aromas when referring to food or drinks and fragrances when we refer to colognes or perfumes. We have more than 15 million receptor neurons for olfactory molecules. The information from smell also reaches parts involved in the processing of emotions, such as the amygdala and the insular cortex. One of the innate emotional responses associated with smell is disgust, also associated with taste.

Taste, a concept different from taste, is a complex perception that involves chewing, swallowing, seeing, testing; It is when we appreciate, in addition to a taste -sweet, salty, bitter, acid or umami-, a smell and other qualities such as temperature, touch and various sensations such as watery, crunchy ... In gastronomy, a lot is played with this type of sensation , sensory experiences to provoke pleasure, so it is also, to a large extent, sensory marketing with which we want the customer to come back and talk about us. The shape of a glass or glass causes one part of the tongue and palate to be stimulated before another, depending on what we want to provoke in the client.

Color, light, does not exist outside of us, it is the reading made by our brain and conscious mind, the product of capturing certain electromagnetic waves, by our retina, suitable for capturing waves between 400 and 750 millimicrons in length. If it is evident that light fills the mind with colors that enrich it. We have, together with the primates of the old world (macaques and gorillas) a great vision of color.

Sound is another key element in marketing, volume is intensity, and together with the frequency or fluctuations of the sound waves measured in hertz are two characteristics that are part of the timbre - a combination of characteristics that allow us to identify the specificity of the sound. source, who sings, who speaks, etc. Prosody - inflections and changes of all kinds in the timbre - is where the emotional charge resides, what is really intended to be said, not what is said, would be like the music that surrounds a letter. The auditory system, in addition, has evolved to give priority to the human voice over other types of sounds, our brain processes the prosody or emotional message of any sound faster, before the semantic message. 

Music, a background music, a song, a background sound, can exert a great influence on a client or potential consumer, since it provokes and / or helps to evoke emotional states that can be conducive to the person seeking stimulation or prize of buying, consuming.

5- Do you know of any sensory marketing strategy that has been successful in any company?

The olfactory is a clear example in fashion brands such as Inditex stores that would smell, as I saw somewhere, of myrtle, green notes, iris, leather, woods, amber and white musks. The smells of sweet, cinnamon, and vanilla provoke a feeling of not being alone and encourage one to buy more compulsively.

6- Can a misuse of Sensory Marketing be harmful for companies?

Probably, an inappropriate color or smell can produce the opposite effect to the one intended, to the “unconscious” rejection.

How can it harm, how do consumers notice it?

If, when you are in a place, the colors cause you a certain excitement and you were looking for tranquility, peace, relaxation, you may not come back, even if you are not 100% aware of it; something similar happens with odors, even with a greater effect. In Desigual - a casual or informal clothing store - it was the workers themselves, not long ago, who chose the corporate scent. It is tried that the smell also reflects intangible aspects such as the values, the image, the culture of the company. The smell, one that catches us, that provokes our attention, can trap us and make us enter an establishment that we had not thought to enter. The smell of coffee, chocolate, sweet, bread ... are smells that provoke and stimulate pleasure centers associated with the tasting of certain foods. Let's not forget that eating-drinking is where the human being gets the greatest pleasure. In addition, smell is one of the most important senses in our development and survival, it has always allowed us to discriminate the edible from the poisonous or in poor condition.

7- Do you consider Sensory Marketing strategies useful?

Of course, playing correctly with the colors, the textures, the backgrounds, the typeface, the music or soundtrack of even a website, the aromas, the flavors ... are, all, stimuli that cause us sensations, a state of conscience determined - before the room of any act or conduct.

8- Could you tell us a strategy which you would use if you had a company?

I have a company and I am part of others. In Mediterrani, the university school where I teach, they bet on a font style in their very youthful communication; in very Mediterranean blue colors that give a feeling of dynamism and relaxation, and clean and spacious whites. 

The key is the strategy, to think before what we intend to transmit, and to play with the sensory stimuli that help to provoke what we are looking for.

Published On: 28 de February de 2021 / Categories: Local Marketing /

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