Brand experience

Every brand has its own characteristics and there are four dimensions of brand experience which are sensory, affective, intellectual and behavioral.

Sensory is about how the brand makes an impression on customers' senses. For example, Hollister has its own design and each store has the same design so that it makes customer can have similar brand experience in this brand.This can increase the brand loyalty because customers get the same service and experience in Hollister stores though the stores are in different places or countries.

Hollister store appearance

In-store design

Also, Lush can have the same perfume in each store which is also the sensory aspect of brand experience. When people walk on the street and they smell the perfume, they will know that there is a Lush store nearby.

Lush store

Affective is about inducing the feeling and sentiments.However, in Japan, there is a kind of special cafe which is called House maid cafe. All the waitresses wear in a house maid style. And it is targeted at people who like house maid and who enjoy being treated like a host. This kind of cafe can make customers have a wide range of feelings such as, fun and satisfied. It attracts many men come to the cafe. It also achieves the customers' ideal selves. They can be treated as they want and like.

A video about maid cafe in Japan

Reference:

Instlschoolnet. (2015, Mar 7) Maid Cafe in Japan. [Video file]. Retrieved from https://www.youtube.com/watch?v=FSVUXjCHAcc

Sensory marketing- VR technology

Sensory marketing is very popular in today's market. Vision as one of the senses gives people a direct feeling to things. Virtual reality enables brands to connect with customers. Nowadays, it is widely used in all kinds of market such as, digital market, entertainment and shopping market. Here are three interesting examples of virtual reality.

Samsung Gear VR

Samsung launched a product which is the Gear VR headset. The phone is slotted into the headset which uses the handset's screen and speakers to offer a near '96-degree' field of vision (Reilly, 2014).  Through the sense of vision, it gives the customers a more immersive experience for moves and games. People can use the Gear whenever and wherever they want. This experience gets people more interested in Samsung's devices. But this device is only matched with Samsung smart phones. Thus, it will motivate people to buy the smart phones as well.

Alton Towers- Galactica

Few days ago, my friend and I went to the Alton Towers and we experienced the 'Galactica' which combines the VR technology with roller coaster. It gives customers a really realistic experience in the space. Besides, it is a roller coaster and it can let people have the sense of touch such as, touch of wind.

'Buy+'

Alibaba announced a shopping program concept- Buy+. It aims to let people feel like in a real store when they buy products online through the Buy+. Customers will have their own virtual characters. In addition to the vision, it even plans to give a sense of touch! Buy+ gives people vision and touch experience instead of those monotonous words and photos. And people can shop at home sitting on the sofa with the real touch and vision of the product. It sounds really amazing!

References:

• Alton Towers. (2016, Mar 15). Chris Hadfield takes flight as Galactica Launches into space! [Video file]. Retrieved from https://www.youtube.com/watch?v=clF-Z4xS460
• Marketing &Sourcing China. (2016, Apr 4). Revolutionary Application! 'Buy+' VR shopping program! [Video file]. Retrieved from https://www.youtube.com/watch?v=0RG2QN__cCs
• Max Lee. (2015, Jan 31). Gear VR Full Review! [Video file]. Retrieved from https://www.youtube.com/watch?v=RQ4gp-_XHvk&ebc=ANyPxKqwRz0lmYjNZtgrJexktEB1myhoh3BZObi7ECu0pqZve1NMCBnNaGjK95L_Lr6U5meJKoJphs8Zi-Lpr-9CaKXdqKVWgQ
• Reilly, L. (2014). Samsung virtual reality headset offers brands immersive options. Retrieved from https://www.marketingweek.com/2014/09/03/samsung-virtual-reality-headset-offers-brands-immersive-options/.

Repetition Commercial

Consumer behavioral approach is that consumer receives the stimuli and then consumer gives the response to it. These three advertisements show the classical conditioning.Classical conditioning is that when there is a repetition of a conditional stimulus associated with an unconditional stimulus, a constellation of the conditioned responses comes to be elicited by the conditioned stimulus (Bouton &Moody, 2004).  

This advertisement repeated 'Apply directly to fore head - head on' all the time. And the content of this advertisement is concise which shows the function of the product simply and it gives the consumers a deep impression by repeating the slogan.

This one is different from the previous one. It repeats the sound of eating the Kit Kat and it even has the rhythm.It makes the boring sound of eating into a very interesting song.This not only gives the consumer a sense of feeling that this is delicious, but also makes the advertisement funny and interesting. 

The content of this advertisement is several stories about that two people are very thirsty and they are looking for water to drink.This advertisement is a story-telling style which makes the advertisement more interesting. At each end of the story, there is a slogan - 'Thirsty? Lemon, Lemon, Lemon, Lemon, Lemon, Lemon.'The slogan is very simple as well. But it is easy to remember.When people are thirsty, the jingle of 'lemon' will be echoed in their mind.

These three advertisements all use the repetition of the sound and slogan to create a conditioned response. Therefore, when customers hear the sound, they will think of the product and the brand. Or when customers are thirsty, they will think of the 'Lemon, Lemon, Lemon'!

References:

1. Bouton, M. E., & Moody, E. W. (2004). Memory processes in classical conditioning.Neuroscience and Biobehavioral Reviews, 28(7), 663-674. doi:10.1016/j.neubiorev.2004.09.001
2. Graeme Newell. (2010, Sep 7). Kit Kat: Break Time Anytime [Video file]. Retrieved from https://www.youtube.com/watch?v=UOGTsKLZofA&index=3&list=PLCCBFCEA8309982A8
3. KyleLC. (2006, Jul 8). HEADON! Apply directly to the forehead! [Video file]. Retrieved from https://www.youtube.com/watch?v=f_SwD7RveNE&index=2&list=PLCCBFCEA8309982A8
4. Yugakure Hidan. (2012, Mar 13).Thirsty? Lemon Lemon Lemon [Video file]. Retrieved from https://youtu.be/aJjWYuahXYM

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Culture in advertisement - Hyundai Super Bowl Commercial

First Date – Hyundai Super Bowl Commercial | The Hyundai Genesis

There are two kinds of culture which are high culture and low culture. High culture mainly refers to the works of art and phiosophy such as, gallery and religion (Jone, 2013) However,  low culture is less well-educated such as, gossip magazines and popular music. This advertisement is low culture and it is a story-telling advertisement. It talks about the first date of his daughter. The dad uses his car finder to follow his daughter's date to protect his daughter. 

It is an advertisement about the additional feature of the car. Car is mostly bought by men and this advertisement is targeted at father! There is a sentence in this advertisement - because the dad gets do what a dad gets do. Fathers care about the life of their daughters and they want to protect daughters from their boyfriends. Therefore, this advertisement shows the function of the car to meet the needs of fathers which attracts more father to buy the car.

This advertisement shows a promise to the consumer. The car finder can position the accurate location of the car. And consumer will try to make this brand to the short list because this brand has the ability to meet their both the functional and emotional needs.

References:

HyundaiUSA. (2016, Feb 3). First Date - Hyundai Super Bowl Commercial │The Hyundai Genesis [Video file]. Retrieved from https://youtu.be/-R_483zeVF8

Jones, A. (2013). High culture versus pop culture: which is best for engaging students?. Retrieved from http://www.theguardian.com/teacher-network/teacher-blog/2013/feb/20/pop-culture-teaching-learning-engaging-students.

Customer Experience - Network dating

Promotion stand

Tickets

  

I have attended one of the events which is called 'networking dating' and it was held by my classmates. This event aimed to raise money to the charity which helped people who had human communication disorders.

Pre-event experience

Which attracts most is that it provides a platform for people in the university to make friends. As an international student, it was a good chance for us to make friends with local students. 

The detailed information of the event was known through their facebook event page and people could ask them question in their promotion stand. The ticket I bought was sent to me before the event and each of the ticket had its own number. 

During the event

I arrived at the event venue on time. People should wait in the queue. The reception gave me a number of the table where I should sit. When I sat there, a person came to me and asked what I wanted to drink which made me feel good about this event. However, the event didn't start on time which made me feel a little bit annoyed. During the event, there were several activities. One of the activities was the 2 minutes short talk. Most of the attendees were shy to talk with each other and 2 minutes were a little short for people to talk enough. During the event, there was a video of the charity which let us know more about the charity. 

After the event experience

The people you talked to didn't have any further conversation with you after the event. And, actually, I made no friend in the event but it might be because I was not good at communicating with others.

Comments

First, the customer service of the event was good such as clothes storing. And everything , before the event started, was orderly. However, during the event, there were some problems. One of the activities was a little confusing and the organizers didn't know the rules clearly as well. Thus, there was a moment that people was in a mess. The organizer should clear the rules in advance. Then, because most of people were shy to communicate with others, organizers should do some measures to active the atmosphere. Besides, the event should start on time so that consumers would be able to come to the event again and build the consumer loyalty. Though there were some problems and I made no friend, I still enjoyed the event.

Lips & Boys

TOM FORD launched a theme of lipstick which named 'lips &boys'.

There are 50 lipsticks named with 50 different boys' names. 

lips&boys

It is a kind of new marketing strategy which achieves the consumer's self-concept and ideal self.

If a girl likes a boy named Daniel, she may want to buy the lipstick named Daniel  to express her love and it will make her to think that she 'owns' Daniel. And boy can buy a lipstick which has the same name as him and then give it to his girlfriend or someone he likes. So it is targeted at not only girls but also boys. 

Boys may have same name and there are 50 names! So many people may want to buy it for different reasons.

And TOM FORD gives the lipsticks names but it gives the consumers with their memories. Different name for different consumers may have different meaning and different memories.

Consumer motivation and decision making

John Lewis 2015 Christmas Advertisement was shown in the class and I saw the Sainsbury's 2015 Christmas Advertisement few days ago.

(John Lewis)

(Sainsbury's)

Here is a comparison between John Lewis 2015 Christmas Advertisement and Sainsbury's 2015 Christmas Advertisement in consumer motivation aspect and decision making aspect.

There are many commons between these two advertisements.

In consumer motivation aspect, the advertisement of John Lewis reflects love between the little girl on the earth and the old man on the moon which complies with the 'belongingness' level of Maslow's Hierarchy of Needs. The information the company wants to convey is to encourage young people or children to give gift to the elders. Therefore, the target market is young people.

It also indicates the 'safety' level.  The little girl's family celebrates the Christmas in house with friends.

The main product that John Lewis wants to promote is the telescope.

And the advertisement of Sainsbury's also indicates the 'belongingness' level and 'safety' level. It shows the love between neighbors and they also celebrate the Christmas in house. 

The products involved in this advertisement are eggs and turkey.

 The idea which Sainsbury's wants to convey is to encourage people to share and help people in need. The target market is children because the main character of the advertisement is a cute cat called Mog who set off a chain of unfortunate events.

In consumer decision making aspect, it shows the habitual and affective types of decision making. Habitual decision making is a unconscious and automatic behavior such as, a weekly behavior. People will buy food and drinks and other decorations because of the Christmas. But it is more affective. Affective decision making is emotional and instantaneous. Customer will be touched by the story in the advertisement and may want to buy the telescope after watching the advertisement.
The advertisement of Sainsbury's shows the habitual and affective types of decision making as well. But it is less affective than the advertisement of John Lewis.
Though the advertising style of these two companies are different, customers all feel warm after watching the advertisements. And John Lewis's promotion is more concentrated.
(sorces: https://www.youtube.com/watch?

v=wuz2ILq4UeA; https://www.youtube.com/watch?v=kuRn2S7iPNU)