SXSW 2015: Show & Smell

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<p>SXSW 2013 </p> <p>SHOW&amp;SMELLWarren Kronberger The Marketing Store@warrenkronberge</p> <p>David Polinchock Media Lab Director@polinchock</p> <p>Heather Gately The Marketing Store@heathergately#SXSMELL</p> <p>BRAND EXPERIENCES FORALL FIVE SENSESHeather Welcome and introduction of David, WarrenHeather/Brian/Kate wearing T-shirtsDavid/Warren wearing T-shirts and lab coats</p> <p>Welcome to Show &amp; Smell. How many of you have been to our previous Show &amp; Smell presentations at SXSW?Anyone? </p> <p>Okay, well, you are in for a treat. We took last year off, and in the past two years, sensory marketing has gotten a boost from new research that centers around embodied cognition the idea that without conscious awareness, our bodily sensations help determine the decisions we make.</p> <p>BRAND SENSE: (FROM FIRST FLAVOR PRES)</p> <p>Sensory Triggers are missing from most companies marketing spend! </p> <p>Research shows that our mood will increase up to 46% if exposed to a positive picture</p> <p>Our mood will increase 23% if exposed to a positive taste</p> <p>A positive touch increases our mood up to 29%</p> <p>Our mood will increase up to 65% if exposed to a positive sound</p> <p>Lastly, our mood will increase up to 75% from a positive smell</p> <p>1WelcomeSwag/HashtagsBubble VotingShow &amp; SmellSmellTouchHearTasteSeeSixth SenseQ&amp;A#SXSMELL | @warrenkronberge | @polinchock | @heathergately2Bubble ote#SXSMELL #GRAPE #SXSMELL #CHERRY#SXSMELL | @warrenkronberge | @polinchock | @heathergately3In studies, groups exposed to multi-sensory environments always outperform those in uni-sensory environments. </p> <p>Brain Rules: 12 Principles for Surviving and Thriving at Work, Home and School#SXSMELL | @warrenkronberge | @polinchock | @heathergatelySlide include: Miami</p> <p>4SmellIn an experiment Krishna conducte5</p> <p>Smell is the only sense that bypasses the thalamus and goes directly to the brain.</p> <p>Thats right. Lets get #thalamus trending.#SXSMELL | @warrenkronberge | @polinchock | @heathergatelyAradhna Krishna, a leading researcher in the sensory marketing field, and the director of the Sensory Marketing Laboratory at the University of Michigan authored the book Customer Sense: How the 5 senses influence buying behavior. In one example, she found the smell of cinnamon makes a heating pad seem to work better because the senses amplify one another. Cinnamon suggests warmth and in turn enhances a heating pads appeal and apparent effectiveness.</p> <p>Were hardwired for scent reception.6</p> <p>Scent marketing industry growing at a 15% rate and a $300M industry. </p> <p>Ad Age, December 2014#SXSMELL | @warrenkronberge | @polinchock | @heathergately7</p> <p>Lincoln Motor Company | Ad Age: A study done in 2013 by the Global Journal of Commerce and Management Perspective said that ambient scent has the strongerst impact when it comes to enhancing consumer behavior in terms of emotion, evaluation, willingness to return to a store and purchase intention.</p> <p>Lincoln Motor Company8</p> <p>Air Esscentials/Vanilla Chocolate Brownie</p> <p>AIR ESSCENTIALS | airesscentials.comThe distributed scent industry was born of a need to mask unpleasant scents, such as the smoking areas of a casino. But, what they found was that in areas that were scented, Slot machine receipts increased by 53% in the scented area of a casino. (*Brand Sense / Martin Lindstrom / Free Press 2005). </p> <p>9Scentee app for phone.</p> <p>#SXSMELL | @warrenkronberge | @polinchock | @heathergatelySCENTEE | scentee.comFixed fragrances/ multiple scents to come in next generation.</p> <p>Warren10</p> <p>VR SCENT COLLAR | Jacki MorieDavid11Touch12You have more tactile receptors in your little finger than you have in your entire back.#SXSMELL | @warrenkronberge | @polinchock | @heathergatelyIn a recent experiment by researchers at the University of Boulder and Yale, people who held a warm beverage were more likely than people who held a cold one to think that a stranger was friendly. 2014</p> <p>In a similar example, some beauty products are engineered to generate heat upon application, even though heat isnt necessary to their functioningbut the heat psychologically signals that they are working.</p> <p>Bertil Hulten, Niklas Broweur, and Marcus Van Dijk: Sensory Marketing. New York: Palgrave MacMillan, 2009 ( blue papers- Dollars and Sense the Impact of Multi-Sensory marketing)</p> <p>There are different kinds of touch.13Moto-X/Google</p> <p>GOOGLE/MOTO-X | Digitas/TheMarketingStore</p> <p>Warren14MyoMYO |</p> <p>New Image</p> <p>David - Myo15</p> <p>Shinoda Lab | newimage</p> <p></p> <p>Ericcson</p> <p>ERICCSON | ericcson.comJapan capacitants from tomato, onion, triggers farmers voice.</p> <p>Warren - newimage17</p> <p>Ericcson</p> <p>ERICCSON |</p> <p>Japan capacitants from tomato, onion, triggers farmers voice.</p> <p>Warren - newimage18</p> <p>Ericcson</p> <p>Talkable vegetables|</p> <p>Japan capacitants from tomato, onion, triggers farmers voice.</p> <p>Warren talking vegetables19Sand music/AR</p> <p>DIY w/ Microsoft Kinect | viralforest.com</p> <p>David</p> <p>20GPS handlebarsHaptic GPS handlebars |</p> <p></p> <p>Warren GPS handlebars21</p> <p>PHORM | Tactus.com</p> <p>Heather Tactus PHORM</p> <p>22Thinfilm</p> <p>#SXSMELL | @warrenkronberge | @polinchock | @heathergatelyTHINFILM | thinfilm.comThin film - Warren23</p> <p>Drawing - Handle24</p> <p>CHEEBOT | themarketingstore.comUsing energy available in environments. As this becomes part of our background, can use as promotional mediumInsert image for patent.</p> <p>Warren - Minion25hearSlow music creates longer dining times, leading to a 29% increase in the average bill.</p> <p>#SXSMELL | @warrenkronberge | @polinchock | @heathergatelyMartin Lindstrom, BRAND sense Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound. New York: Free P, 2005 (4imprint Blue Papers 2009)27Mumble</p> <p>MUMBLE! app | mumble.comMumble - Warren28Spongebob Straw</p> <p>The Marketing Store | themarketingstore.com</p> <p>Sponge bob29</p> <p>NOVALIA | novalia.com;</p> <p>Kate Novalia/Warren30</p> <p>NOVALIA | novalia.com SpoonScented Spoon |</p> <p>Warren - Taste33</p> <p>TONGUE TATTOOS | factoryoffun.comTongue Tattoo - Warren34Edible coffee cupEdible Coffee Cup|</p> <p>Edible Coffee Cup - Warren35ChefPro 3D printer</p> <p>Pancake Bot | kickstarter.com</p> <p>Pancake bot - Heather36ChefPro 3D printer</p> <p>CHEFJETPRO3D | the-sugar-lab.comChef Jet PRO 3D - David</p> <p>Heather - brownies37Anyone getting hungry?Heather - brownies38SeePrinted solar cell w/ LED |</p> <p>Solar table tent with light</p> <p>Warren Printed Solar Cell</p> <p>40II-VI Marlow |</p> <p>SpinnerII-VI Marlow</p> <p>Marlow thermoelectric spinner41II-VI Marlow |</p> <p>SpinnerII-VI Marlow</p> <p>Marlow thermoelectric spinner423D Holograph</p> <p>DIY | Projection PyramidPeppers Ghost DIY projection pyramid - Warren43Google Cardboard</p> <p>GOOGLE CARDBOARD | Google Cardboard - 44Mattel Viewmaster</p> <p>MATTEL/GOOGLE | view-master.comView master speaking of Google, coming up we have something more from Google45</p> <p>Microsoft | hololens.comHololens - David46Hololens</p> <p>Microsoft | hololens.com47Sixth senseI see head (bands), people.</p> <p>MUSE | interaxion.comMuse - David50MOFF |</p> <p>MOFF - eyetracking</p> <p>TOBII | tobii.comTobii. Com - David52</p> <p>(in)Visible Light Communication | disneyresearch.com</p> <p>David invisibe light communication</p> <p>53</p> <p>(in)Visible Light Communication | disneyresearch.com</p> <p>54</p> <p>(in)Visible Light Communication | disneyresearch.com</p> <p>David 55Final thoughts</p> <p>Non-visual brand cues are often reliant on embodied cognition and stronger than we realize.</p> <p>New technologies allow us toblend digital, physical and the sensory world in new ways.Thank you for attending.Now, take leave of your</p> <p></p> <p></p>