Skip to main content

Know why its in his kiss?

I've been firm in the belief that marketers err most when they subject consumers to information overload via their communiques. Now I'm having a rethink on that. Sure, overload still is the problem, but the cardinal sin is not being able to engage all of the consumer's senses. Meaning the solutions (read, products) marketers pitch are mostly heard and seen. That's them missing out on three senses. Marketers offer almost nothing that can be tasted, smelt, or felt.

Pity.

My rethink on the marketer's error has been prompted by this brilliant book titled, 'Customer Sense: How The Five Senses Influence Buying Behavior' by Aradhna Krishna. Note, in reaching consumption decisions, consumers first form perceptions, then learn, and finally cultivate attitudes. Engaging the consumer on all his senses means being a step ahead to competitors in ensuring consumers not just make the brand part of the consideration set, but also give it 'greater' consideration.

Aradhna draws on both research and marketing practice to illustrate how each of the senses can be engaged by brands to build favorable attitudes. What makes her book pioneering is that it focuses on how consumer senses can be leveraged to influence consumption decision making. Aradhna also mentions there's more research to be done on knowing how the senses interact and its subsequent impact on decision making.

In our quest to know consumers better, I believe future databases on them won't just be populated by 'bland data', instead they will contain comprehensive information on the response of all consumer senses to stimuli.

I recommend Aradhna's book to everyone in business, and not just marketers. Why, I even recommend it to anyone who has a social life, or even a love-life. Remember, its not just about how you look. Its about how you sound, smell, feel, and even taste. If you don't believe me on the latter two, just ask anyone who's kissed, and whether they wanted to do it again with the same person, and why!

Comments

Popular posts from this blog

Situational Involvement of Consumers

There are two types of involvement that consumers have with products and services, Situational and Enduring. Situational involvement as the term suggests, occurs only in specificsituations whereas Enduring involvement is continuous and is more permanent in nature.

Decisions to buy umbrellas in India are driven by the onset of Indian monsoon. Monsoon rains arrived in India over the South Andaman Sea on May 10 and over the Kerala coast on May 28, three days ahead of schedule. But then, after a few days of rain, South India is witnessing a spate of dry weather. Temperatures are soaring in the north of India. The Umbrella companies in the state of Kerala are wishing for the skies to open up. So is the farming community and manufacturers of rural consumer products whose product sales depend totally on the farming community. The Met. department has deemed this dry spell as 'not unusual'.

India's monsoon rains have been static over the southern coast since last Tuesday because of a…

Prior Hypothesis Bias

Prior Hypothesis bias refers to the fact that decision makers who have strong prior beliefs about the relationship between two variables tend to make decisions on the basis of those beliefs, even when presented with the evidence that their beliefs are wrong. Moreover, they tend to use and seek information that is consistent with their prior beliefs, while ignoring information that contradicts these beliefs.

From a strategic perspective, a CEO who has a strong prior belief that a certain strategy makes sense might continue to pursue that strategy, despite evidence that it is inappropriate or failing.


Ref : Strategic Management : An Integrated Approach, 6e, Charles W L Hill, Gareth R Jones

Wearing Cuba means Walking Cuba

There's something ethereal about wearing 'Cuba'. Suddenly its the streets of Havana, smoke filled and lit by the groovin', more than the lights. The bars are packed to hilt and dreamy women seem to glide by. The feeling's beyond magical.

How did I get there?

Before I explain, I gotta tell you about the power of brands to take you places. Brands bring with them an ability to prompt you to conjure up the unreal. They can transform your reality into fantasy. And consumers are more than willing partners to brands as the drudgery they face in everyday life begs an injection of fantasy. Brands that operate in a zone of the unreal do the conjuring act as there's nothing else that consumers can call for, while making judgements. For instance, what should I be judging the lip paint on? Its colour and tone or its ability to turn me into a diva?

Cuba's a perfume. The moment I wear it, I am traipsing the streets of Havana. Its smoke filled bars I see. Its music I hear and…