A masterclass on sensory branding
See, hear, sniff, touch & taste
A masterclass on sensory branding
Date: Monday 6 February
Time: 6.30 to 9pm
Cost: £45 plus booking fee
How do brands use multisensory marketing to convey their brand identity? Simon Harrop, innovator of scent marketing technology, will lead this highly informative, hands-on, visceral and fun evening class. Learn all about how companies work with smell, touch, sight, sound, taste and the emotional engagement this can trigger.
What you will learn
• Learn what makes a brand and how consumer experiences are built across multiple senses
• Discover the over-reliance on visual brand equity and why, for the senses, 1+1=3
• Use a framework for analysing the sensory impact of your brand (against your competition) and identifying opportunities
• Learn techniques, using sensory stimuli, to develop sensory-emotional brand drivers
• Be introduced to development tools to consider sensory brand staging, brand authenticity and brand dramatization
• Consider research methodologies which give real insight into emotional response to sensory brand attributes
• Experience ways to use your sensory brand equities in the total customer experience
• Explore a framework to measure the ROI on your sensory brand activity
Throughout this inter-active evening we will make reference to museum exhibits to help us discuss activation ideas, consider industry best practice and be inspired by great case studies.
Introducing Simon Harrop
Founding Director, The Aroma Company
Chief Executive Officer, BRAND sense academy
A background in brand marketing management combined with a strong belief in the power of the sense of smell led Simon to form The Aroma Company in 1993. The Aroma Company provides strategic brand development and promotion through the sense of smell to brands as diverse as banks to shampoo manufacturers, supermarkets to cruise ships. The Aroma Company have become the leading innovators in this field.
By 2006 Simon was interested in the ways in which multiple senses could combine to make even more compelling branded experiences for customers and he launched Brand Sense with business partner Martin Lindstrom – who had just released the award winning book, Brand Sense. Their mission was to help carry the message of sensory marketing out to a wider audience. Through this extensive experience Simon Harrop has become a global expert in multi-sensory brand marketing, specialising in knowledge transfer through coaching and consultancy. In his role as a sensory expert, Simon has enjoyed extensive public profiling through media such as the BBC, NBC, International Herald Tribune, Brand Strategy and the Sunday Times. Simon is also a regular speaker, panel guest and contributor on the international marketing conference circuit. Simon has spoken at events such as Marketing Week Live, Retail Interiors, ‘Experience’ in New York, The World Perfumery Congress, TED, SEPAWA conference in Dusseldorf, The Consumer Products Association and The Israeli Presidents Conference. Simon has created sensory strategies for brands such as British Airways, P&G, Harrods and General Motors. Sensory Branding is now used across the globe by companies such as Nestle, McDonalds, Unilever, and Glaxo Smith Kline. The Aroma Company consists of a small team of highly experienced specialists. Although based in the UK, their work is truly global as they advise top international brand executives on how to use sensory marketing for real commercial advantage.