What is the well-being of consumers? What is the well-being consumer? How do we tap into it through a sensorial marketing approach?

1. AMATI
& Associates
SENSORIAL MARKETING
AND THE WELL-BEING
CONSUMER
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2. Well-being definition
ILLUSTRATIVE
AMATI
& Associates
Well-being is a positive reinforcement loop between wellness and pleasure
I play volleyball for fun,
but at the end of the
game I feel good!
NY Consumer
Feeling well is the
climax to enjoyment
e.g., fun beyond
instant gratification
is about wellness
Pleasure
Well-being
&
Being-well
Wellness activities, where
possible, should be
pleasurable in themselves
e.g., by delivering ultimate
relaxation
Wellness
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3. AMATI
Rational vs. Emotional
& Associates
Well-being is not about a conscious balancing act, nor a rational connection, nor about tension
or compromise
Rational Decision
ý
I saw the movie…
Emotional Reaction
Don’t take the fun out of
pleasure!
Consumer
… I don’t eat at McDonalds’
I have seen “Super-size me” and as a teacher and a father - I made
sure my students and my children
also watched the movie…but that
does not mean I am never eating at
McDonald again!
Consumer
Don’t tell me what’s good
or not for me!
Consumer
Balance is an oversold
marketing buzzword !
Consumer
1) Well-being is not about rational decisions, is more of a sub-conscious process
2) Consumer reject the notion of balance and compromise
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4. AMATI
Paradoxes
& Associates
Well-being is wellness and pleasure intertwined, in a subliminal way through paradoxes
Healthy…..
…. but do tell me is healthy
Sense…
… but not rationalized
‘Wow’…
… but not overwhelming
Comfortable…
… but not boring
Reassuring…
… but not preachy
Balanced compromise…
… but no trade-offs
Simplicity…
… but not mono-functional
Believable…
… but not patronizing
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5. Life stages
ILLUSTRATIVE
AMATI
& Associates
The Well-being sweet-spot changes by life stage
Well-being Sweet Spot
Pleasure
When you are young it’s just
all about fun, sex, do lots of
things and travel
Young Consumer
Before I was a dad I would
play only blood and shoot
games, now that I have a
kid, I play with her
Consumer
Now our sweet spot would
be about having fun, later it
would be a warm home
Young Consumer
Wellbeing
e.g.,
Sex
&
Excitement
Discovery
&
Identity
Settled
Nurture
&
Fulfilled
Spiritual
&
Healthy
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6. AMATI
How do we tap into this insight?
& Associates
By delivering Unique Sensorial Experiences, we can relate to this consumer
Unique sensorial experiences
Recent developments in sensory-emotive branding create
new standards for success. Brands are being transformed into
amazing experiences. It is about how consumers interact
with a product, how they feel by using the product, or even
how they identify with the product
David Ingersoll, VP Takasago Int
2005, Esomar
From:
Via:
To:
Features
driven
products
Benefit
driven
products
Experience
centric
products
e.g.,
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7. AMATI
Don’t call it sensorial
& Associates
Sensorial - as a slogan - does not resonate well with consumers
Sensorial stands for…
Unrealistic
expectation…
Consumer
…does it have anything
to do with Ambient
Music??
Consumer
…sounds like a
consulting bullshit!…
Consumer
Life in Motion
… sounds like real
estate agents
overselling…
Consumer
…not an everyday
experience…
Consumer
… but they like….
Experiencing the
experience
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8. AMATI
& Associates
AMATI
& Associates
Registered address:
ul. Pułku Baszta 4A lok. 26,
02-649 Warszawa, polska
nip: pl 5213627346
url: www.filibertoamati.com
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