On : 04 July, 2015
There is a fascinating and relatively new field of study in marketing called sensory marketing. Aradhna Krishna, a professor at the University of Michigan and the foremost authority on sensory marketing, defines sensory marketing as “marketing that engages the consumers’ senses and affects their perception, judgment and behavior (and suggests that) from a managerial perspective, sensory marketing can be used to create subconscious triggers that characterize consumer perceptions of abstract notions of the product (e.g., its sophistication or quality)”.
Take a minute to consider the power of “embodied cognition” (the role the environment plays on peoples’ cognitive processes). These unconscious processes are working in addition to our conscious processes. Studies over the past two decodes suggest the effects of external stimuli on our decision making process are strong. Consider a Dunkin Donut advertising campaign in South Korea where commuters riding the public bus were exposed to the Dunkin Donut jingle and at the same time, an atomizer spayed an aroma of fresh brewed Dunkin Donut coffee in the air. It was reported that visits to Dunkin Donut outlets near bus stops increased by 16% and sales at those outlets increased by 29%. Not bad, huh?
If you would like to learn more, check out this Harvard Business Review article, The Science of Sensory Marketing (https://hbr.org/2015/03/the-science-of-sensory-marketing), or pick up Aradhna Krishna’s book, Sensory Marketing: Research on the Sensuality of Products.
On : 11 November, 2012
In : Achieve Your Goals
I hope the answer to this question is, “YES!” The bottom line is this; if you want to make your life better, you are the only person who can do it. Because you are the only one who knows what better really means to you. It could mean more happiness, more money, more security, better relationships, more spontaneity, more adventure, doing what you love, you name it. Your world is limited only to your imagination and your drive to make it happen.
On : 16 October, 2012
In : Achieve Your Goals
The word “focus” has several definitions. Generally speaking, focus is about two important factors – clarity and concentration. Both of these are immensely important in the process of achieving our goals and making our dreams come true.
Clarity, in this sense, means knowing exactly what you want to achieve. You have to be able to articulate to your mind as clearly and concisely as possible what it is that is important to you, why it is so important, and how you will begin to pursue this objective. This activates a portion of your brain called the Reticular Activating System, or RAS for short. Read MoreRead More