1. The smell sense Using scents is the best way to achieve a sensory expirence. In some situations profits have increased by up to 40 percent after applying scents. A lot of scent products, scented candles, oils ect…. Bloomingsdale’s uses carefully selected scents in its department to achieve a smell experience for customers. The purpose is to strengthen the brand image in the long term.

2. A global study shows that 80 procent of men and 90 percent of women associate a particular scent with specific memories and experiences. The smell sence is the most direct sense because there is essently no transformation of the signal – the scent – on the way to the brain. First perfume ”Chanel nr 5”. Marilyn Monroe made that famous.

3. The smell sense is called the silent sense. People have for a long time used scents to express their identity and tell others who they are. Every year thirty to forty new scients are introduced, at a cost of up to several billion dollars.

4. Different sense expressions can be used to create a smell experience. - Product congruency (refers to how naturally a scent ia associated with a product – a orange smells like an orange) remember also that smell have a feminine and a masculine target group.

5. Atmosphere, theme and advertency (scents are believed to contribute to a good atmosphere. You can use smell sense when your company have a specific theme, or you need to introduce a new product) Scent brand and signature scent (a scent can be used as a registered trade mark – the book gives an example of a company making tennisballs smelling like ”cut grass”. But to get a smellbrand is a complex process.

6. Scents have the capacity to reach people consciously as well as unconsciously, before it is possible for us to reflect on them. It can help us to remember, describe and tell.

7. An example of using smell in business From Book: ” Singapore airlines usesin the aircraft cabin a smell of Stefan Floridan Waters. When a towel is handed out it smell the same way, and you can bye the smell as a perfume.” Hotels have scents in the lobby areas and the corridors. In sensory marketing, scent plays a central role in strategic marketing with regard to a firm’s identity and core values.

8. You must also focus on the employees, because the employees in a service landscape are more exposed to scents than the customers (allergies). Some researchers believe that as early as 2015 the internet might be used as a place for smell experiences.

9. The sound sense Sound affects our mood and psychological state, alerts us to danger, and promotes peace of mind for the soul. Sound has been applied in mass marketing for a long time. It has been used to communicate message and create awareness about a firm and its products since the early twentieth century, mainly in television and radio commercials.

10. The sound sense is constantly active and cannot be turned off There is a difference between hearing and listening. - Hearing involves the ear recieving sound without taking notice. - Listening requires that we consciously focus on the sound.

11. People often express their identity through sounds. Verbally, we tell others who we are, what we stands for and how we feel. We use a lot of instruments to hear music: the internet, cell phones, MP3 ect. Ect.

12. Different kind of sound experiences. Jingles (short lyrics and commercial messages which is repeated). Voice (find the right voice for the product). Music (can create a sound experience and enhance a brand’s identity and image). Atmosphere, theme and advertency ( music can help to create an atmosphere and companyes use music to as a theme to market different carmodels and voices to help customers to find things they normally can’t find even if there is big signs.

13. Sound brand (signature melody – hjemis) Music in marketing has traditionally been about using a song or a jingle to convey a message, an idea or a theme. Today the firms have to use bands and unknown artists in the shops to marked their products, and it is possible to buy the music played in the stores to remember the experience at home. Sound has not like smell traditionally played an important role in strategic marketing.

14. The sight sense Visual identity can help customers to recognize a brand. The appel, M FOR mc.donalds………. The sight sense is the most prominent and important human sense, Design is also used to revive memories from the past among older generations – retro is hip. Color plays a major role in the individuals sight experience. Different colors have different, and significant psychological effects that in turn create certain effects in the human body

15. Lightning can be used to create variation in the service landscape – much light – little light in the stors. Interior – designed background surroundings How to put the products in the store, fx milk back in the store so customers have to go during the hole shop.