I would like to begin this meeting
this chat with a question
I'd like to ask you: What makes a moment
...unforgettable?
What makes
a life experience
unforgettable for each one of us
in our lives?
I'm going to tell you about an experience that, for me, was unforgettable.
This is Bariloche.
It's the Nahuel Huapi Lake.
And I was with friends, great friends, watching this waterfall
we said: "What a waterfall!...
We've got to go up. We need to throw ourselves from over there.
It doesn't matter if a stone kills us..."
We were like: "We have to throw ourselves from over there."
We found a way to go up... we made up some ropes... we lifted each other up...
we slipped, we fell, we hit ourselves
but we made it. We ended up on the top
and we threw ourselves and it was amazing, it was really amazing.
But unfortunately, technology
doesn't allow me to properly transmit
everything which ocurred during that experience. I would love to...
for example, be able to transmit
the smell of that place
the sounds... how the water hit the ground, how it hit the stones
with me, the cold water, the feeling of the water flowing
the amazing view of Bariloche
and a lot of other things.
The picture stays there, the experience will always be in my heart.
And what do I feel all this unforgettable experiences
have in common?
They are multi-sensorial experiences.
Where every sense becomes alive
where every sense connects to each other
in order for that experience to be unique.
About that... as Pepo said, that's what our job is about.
We work with sensorial marketing, which is creating ultimately unforgettable moments
in the Point of Sale and with the products we work with as well...
We look for an unforgettable encounter between the brand and the client or customer.
What do senses have to do with this? Or, to define senses...
I believe there are 3 main points which describe how senses...
work in sensorial marketing.
In the first place, senses are a source of knowledge.
This wasn't said by me, Artistóteles said it...
We know about everything through senses, it's the entrance door to the world.
How could we know if it's daytime
if we can't see or feel the Sun?
How could we know if it's raining
etc, etc? It's because of senses
that we know. At the same time, brands
through different
sensorial messages
try to communicate their characteristics.
It tries to tell us
if it is happy, trendy, and ultimately to feel identified
with that message. And it tries to tell us a story.
In second place, what brands intend to through senses...
...we, or myself... I believe senses
are a bridge for emotions.
Senses are a bridge for emotions.
How could love on first sight be possible
without the first sight?
How could music and that amazing experience that gives us exist
without the ability to hear?
How could a hug be possible
without the ability of feeling that hug...
the physical contact?
In that way, brands also want
that experience to be
not just to open a Coke, for example.
What Coke looks for with its "Open Happiness"
is that you, through Coke,
can live a meeting experience with your family, with your friends
with whoever you want.
I mean, Coke doesn't provide you with happiness
but it can be an experience
that helps you frame that moment of happiness.
And in the third place, and I believe this is essential...
senses are a way to anchor into the present time.
It is through senses that we connect,
that we are here. You could be asleep right now.
But this clap somehow woke you up.
It made a difference.
And they do... or if I yell...
a bit, maybe you hear me, because deep down senses are always awake.
The only one that is off somehow...
is sight.
When eyes close, they have pupils, senses are always present, always active.
Touch is always active.
Etc. So, what a brand looks for is...
for us to live the present, live the moment.
Actually, deep down anxiety, when we are anxious...
actually it occurs because we have our minds somewhere else.
Our minds are wandering, but when an experience
brings you to the present,
to the actual moment,
when an experience brings you "sensorially" to the present...
that's when an experience becomes unforgettable.
And what about brands... how do brands work...
with that sensorial marketing?
Although I'm talking nicely, we can feel how brands work
with sensorial marketing through smells...
when you go to a mall, through music, etc...
nowadays, 83% of marketing budgets
which are spent globally
are destined to visual communication
directly to the eyes.
We have only a 17%
set aside for multi-sensorial experiences
which means that the visual aspect
comes together with the hearing aspect,
with the smells, etc, etc.
But that's impressive because actually,
for example a smell
has the ability to be remembered
9 times more than the visual aspects.
If you make up an unique smell
that makes you remember
that smell experience
it will be so much easier to remember
than something visual.
Or, for example, music.
Music has the ability to change people's mood.
I believe anybody in here can accept that and I'm not lying if I say that...
everybody has felt that somehow.
How music affected you, how music made you cry.
How sometimes you were walking down the street
a song cheered you up and then you said: "What an idiot! Everybody is looking at me
and I seem like a total dumb", it happens to me a lot.
I think it happens to all of us.
And brands were somehow forgetting about that and this is where they are now
starting a boom
actually, our success in Brandtrack is related to
this boom, something that is beginning to be rediscovered and starting
to be thought about increasingly.
But there's something that
moves me deeply
and makes my job a little difficult.
The question is: in the end, senses
affect us. Senses make us take decisions
that we may not be taking.
Let's see... a lot of you probably.
when you went to a supermarket
or to a mall,
had something to buy in mind
or intended to buy one little thing and ended up buying twenty.
Which means... It happens, and it happens a lot, why?
Because 80% of the purchasing decision
is taken at the Point of Sale.
This data doesn't need to... I mean, although this is verified...
each one of us lives it at different times, so...
in our time and place when we go, when we have a buying experience.
Sometimes, when we are there
although we had planned to buy something
we end up buying other things.
But... being a little more shocking than that
there are other experiences about how
senses or sensorial experiences
change our way of purchasing.
There is a research study which revealed that the louder the volumen in a bar was,
the more alcohol was sold.
Which means... more wine, more drinks...
more of whatever... was bought.
That is... I mean, that's impressive but if you want, do the test
those of you who own a bar, and you will see how raising the volume
will get you more alcohol sold.
Or, for example, two experiences I'm going to tell you about wine and music.
You will probably say: "What does wine have to do with music?"
Well, a lot actually.
A study was made in Europe...
an experience... in the same wine shop.
Imagine a wine shop, with a specific area for German wines
and another specific area for French wines.
What they did was: at some specific times...
to be correct in terms of statistics
they would put on some German music
and at other times they would put on French music.
The outcome, or what ended up happening was
that, on the days they played French music
three bottles of French wine were sold
for each bottle of German wine.
The days they played German music
three bottles of German wines were sold
for each bottle of French wine.
But the most amazing thing about this
is not statistics itself, to me, but
the fact that when people bought...
the day they played German music
people would buy German wine
they would go to the shelves, and were asked in the survey:
"Do you think you have been influenced by music to buy this wine?"
90% of people said "No".
They said they hadn't been influenced
by music to take the purchasing decision.
Another example, about classic music.
In the same wine shop
they played for several days trendy pop music..
and at other times they played classic music.
It didn't change the amount of people or how much wine was bought..
but it did change the average purchasing ticket.
In other words, when they played classic music...
more expensive wines were bought
because wine... I mean, classic music
is related with status, with classic style
so they said: "Well, I want to be at home...
and I want the best wine...", and that was what they proved.
And the most shocking thing about this...
is the music rhythm and speed, the flow...
of people in a Point of Sale or a restaurant, etc.
That's a bit ugly.The truth is I don't like it.
For a very long time, in fast food shops...
they used to play fast music, why?
In the end, what the brand was looking for was:
"Since there is a lot of people and we don't want them to queue up...
or we don't want them to stay in the place when they're finished...
let's put uncomfortable seats, shocking colors, which would cause tiredness
eventually, and at the same time let's put on fast music
in order for people to walk fast,
eat fast and leave the place fast."
That was..a marketing experience being applied
and they were really being applied to people.
Or, there are also shops which try to put on quiet music, slow music...
I mean, they look for slow music
so that when someone is at the shop, they would walk slowly.
So if you walk more slowly
you stay at the place more time.
And walking slowly and being at the place for a longer time
will make you more vulnerable to buying.
However, all of this, to me
is just fireworks.
To me and to Brandtrack, as many other companies working with sensorial marketing...
we believe this is not the right way
to create unforgettable moments.
All of this doesn't create unforgettable moments. Do you remember what I said before?
All of this does indeed make you buy more
but they are not sensorial meaningful experiences.
They are not experiences which link you to the brand
in a deep way...
in a touching way.
That's why, through sensorial marketing, we look for
a way to make that stimulated senses
be in concordance with a deeper message, a profound message...
a more touching one... which identifies us.
For example... something really simple, I created an experience
in a clothing brand
for teenagers
abroad
and what we did was...
different kinds of clothes, ok? a pair of jeans...
when a girl was trying on a pair of jeans with tacks...
she would go to the fitting room...
and the background music was rock music.
When she tried on the hip-hop jeans...
for example, a more hip-hop style pair of jeans...
she would go to the fitting room and hear hip hop music.
And in the end, what was that? Teenagers mostly...
identify with music...
who hasn’t been a teenager at some time? I believe I still am...
But, who wasn't a teenager and didn't identify mostly with music...
It was my favourite band...
it was like: "This is the style I like and the one which fits me."
Well, the sensorial experience kind of helped that person with that identity...
to feel better and feel a more complete experience.
Or for example something as simple as remembering when a brand
which sold garden supplies
instead of putting on music in the garden,
it would put cricket sounds.
Why cricket sounds?
Because cricket sounds actually makes you remember when you were in your garden
and you think: "Well, let's see..." and you start to hear the cricket and you...
remember that experience in the garden and say: "Ok, what am I missing? What do I need?"
but in a much more experience-related way.
Telling a story is what a brand looks for
and that is what makes you end up saying: "Hey..." or you don't
but deep down inside it created a much more comprehensive experience, ok?
But, what is much more profound and what I'm most interested in is the meeting moment
that a sensorial experience can create.
That, for example in restaurants... there are restaurants that have worked a lot..
with the visual aspects, ok? For example...
You go to a restaurant which has a more romantic style
and there you have the candles, the nice table, a comfortable one...
then you go and sit down with your partner
you start talking about important things...
that background lights make you go focused and not distracted by anything
it's all about a face-to-face talk
However, you have another table next to you,
very close to you,
and you hear the other couple's conversation all the time.
So, what kind of unforgettable moment will you have if you have a couple next to you
hearing your conversation?
Not a single one! Although they have done an amazing visual work...
they are forgetting about the hearing aspects, which are essential too.
And not just the hearing ones, don't let other companies hear you!
Let's see...
another story about restaurants.
There are restaurants which have great TVs
80 thousand inches...
in the main area of the restaurant
and you are there, you went there to have dinner with your family...
and you see on the screen...
the news broadcast.
You went there to have dinner with your family, you thought about having a great moment
and you end up watching the news during half the dinner time,
watching political news, watching... and in the end it doesn't create
a sensorial experience which helps you live a meaningful experience.
So what we say to that restaurant is: "Turn the TV off!"
It doesn't matter if you spent millions on that great TV...
turn it off, if you want to have a much deeper experience.
And the same goes to our homes...
when our TVs are turned on, ten thousand things and stimulus..
that stimulus, the question is:
Do they build the experience you want to live?
The meaningful experience you want to live.
And in the fourth place, when the sensorial experience is related to passion.
With something you are passionate about.
I love football...
and I know a lot of you must love football too, I also love tennis...
but football is something... it's a popular passion...
and actually... why do you go to the football stadium?
Since it's more uncomfortable...
You don't go to the stadium because it's more comfortable or to see the players live...
because you can see them in super HD quality...
so that you can even see the player's varicose veins...
what you really look for when you go to the stadium is to have a sensorial experience.
A profound experience, which completes you, an experience that involves all the passionate
people and creates a unique and unforgettable experience.
Or for example... I'm showing the Barça stadium for a reason, because...
there is actually one... I don't know if any of you have had the chance to visit the Camp Nou.
The Camp Nou has a tourist guide, let's say...
a service they offer, a Camp Nou tour called "Camp Nou Experience".
It makes you live the Barcelona mysticism.
You don't visit the Barcelona Stadium just to see the building itself.
You live the Barcelona mystical experience.
But the best about it, and I'm finishing with this...
the best thing about that moment...
is when you are entering the stadium from the place where players enter...
the area where players enter the field...
you are entering and you don't only see the field...
you are entering and you hear the music being played in the background...
in a loud way, the Stadium vibrates, you feel like Messi is there with you, you feel like...
Neymar is also there screaming: "Go! You are the champion! You have to go out and kill it!"
That's the sensorial experience that completes that magic moment...
...that completes that moment you want to live and which you went there for...
...when you went to the Barcelona stadium.
Summarising, what do I want to communicate and
also with this picture... a bit odd...
tell you?
That if it were all about the sensorial experience itself...
and if that made totally unforgettable
and happy moments...
then let's create a machine
that can create great sensorial maddening moments
and let's stay there all the time.
But no.
Although these kind of machines will probably be created anytime soon...
what I suggest through sensorial marketing
and beyond... through sensorial setting...
is that when life experiences are meaningful
and related to something you identify with
with something you are passionate about
with something you really love
then that's when an experience becomes really unforgettable.
The sensorial aspects improves a love experience
like that hug... me and my wife.
It improves a really meaningful experience
that moves you...
and that becomes really unforgettable.
Thank you very much.