Our perception of the world is shaped through our senses. We admire the world through our eyes, we are attracted by scents and smells, we are called by sounds, and we are ignited through touch.
Evoking each of the human senses is the ultimate goal for field marketers and, of course, EFMP Spanish partners, Grupo A. Tangible settings provide an experience far more impressive than digital productions and postings. Digital platforms are not yet able to match the authentic feeling of face to face human interaction.
The colours, textures, tunes and scents culminate to create a wave of emotion, prompt reactions and feelings that leave a far deeper imprint on the brain than content on a screen does. Stimulation through the senses can change the way in which we perceive a product and generates a need consumers did not realise they had. As retail marketers, this is our ultimate goal every time we put a product out in the market, whether this is done by means of a product launch, a placement or a promotion.
Branding usually takes credit for a lot of this, and, ultimately, it is responsible for the success or failure of operational marketing strategies, but there is a bigger concept that gathers all things branding and its connection with the ‘real world,’ and that is commercial design. Taking all of this into consideration, as field marketers, we are required to reflect on the importance of commercial design. Are we using all the contemporary tools at our disposal? Or are we missing the opportunity to create a more engaging experience that connects more deeply with our audience?
When talking about commercial design we do not only refer to the design and setting of the physical spaces, but the creation of a full experience that connects beauty with utility. Colours, for example, play an important role in the feelings associated with the message, image or product marketed. The psychology of colour is a field of study on the effects and reactions that colours induce. 93% of buyers are said to be drawn to a product because of its visual appearance, that is, its colour scheme. And, although colours might have different connotations depending on the culture, there are known and proven psychological effects that must always be considered by marketers. Colours and composition are responsible for initially drawing the consumers’ attention to a product and setting. The texture and scents also help to create a decisive impact on the consumers’ decision making.
How are all of these facts being used by Grupo A in their campaigns? Grupo A is known for offering 360 º marketing campaigns for their clients, it is their point of difference. They offer proposals on both the practical aspect with their workforce operating on site for the client, and they also offer a creative and strategic approach, by their expert marketers.
Their ultimate goal is integration, for consumers to identify with the brand. A strong identity is usually trusted and is regarded as being reliable, and all of this needs to be in harmony with the brand’s image requirements. Their proposal fits colour and composition into the equation in accordance with the client’s branding, finding the perfect balance between beauty and utility.
RED BULL ORGANICS
Red Bull is one of Grupo A’s most loyal clients, for which multiple campaigns are carried out monthly. Their relationship is based on mutual respect and confidence in each other which allows and enables Grupo A to deliver risky, out-of- their-comfort-zone campaigns. As one example of this, there is the commercial design made for the launch of a range of organic drinks distributed in Spain.
Based on the client’s briefing, and with the ultimate goal of boosting the initial sales of the new product, they sought a novel approach for the product to be instantly liked by consumers.
The colour scheme was clear from the outset, they had to combine two sets of tones that were linked to the two main purposes. One, attached to the concept of bio and organic drinks, and another one associated to the notions surrounding the branding of their client’s product: energy, power, rush, intensity.
The bio and organic aspect of the drink had to be the predominant feature, as it was important for people to notice a difference between this range of products, and the usual energy drinks offered by Red Bull. They wanted the public to immediately associate the drink with health, responsibility and balance, appealing to a niche audience of consumers who seek reassurance on the healthiness of the drink. A scheme of earthy colours, green, brown, orange and yellow was selected for the space, to simulate a sense of harmony. These are colours known to encourage balance between body and emotions, leading to decisiveness.
On the other hand, the Red Bull branding colours also had to be undoubtedly present. Red – for excitement -, blue – for reliability - and yellow – for cheerfulness-, so that people would associate the product with the Red Bull brand. The goal was to attract a different consumer, one who is drawn to natural, biological, organic foods, and yet to have the Red Bull branding present to subtly link the new products back to the brand. The Red Bull brand is world renowned and highly regarded, and that lends value to the new product proposal and promotion.
It was decided to use a van as the main image of the commercial design, as vans are often associated with people who have a love for nature, adventure, and all things environmentally friendly. The red, blue and yellow branding colours for Red Bull, were clearly displayed on the van. And as a van is not usually seen at the point of sale, its presence there made a clear visual impact. So, this strategy was able to fulfil both of the two objectives; of bringing attention to the product; and of contributing to the image of healthy, organic and sustainable drinks; while, at the same time, keeping the new product range linked to the parent brand, due to the colour scheme used.
Some big cushions and seats were the final complement to the full image. They gave a cosy vibe to the design, which is in contrast with the sensations normally associated with the high energy Red Bull brand.
In general, although a simple setting was used, it was done to extremely good effect, and the details were very well thought-out in order to keep the product linked to the brand, but, at the same time, there was sufficient differentiation to enable it to demonstrate and gain support for its own values.
To fulfill the appeal to all five senses, the campaign was completed with a product-tasting activity. A promoter also served the customers a taste of the four drinks in the organic range. The work of the promoter was supported by two project managers, the account manager and the back office personnel.
By means of this well considered experiential promotion for their client’s brand, Grupo A succeeded in achieving their goal of implementing a simple but effective commercial design based on an appeal to the senses of touch, taste, sight, sound and smell as they related to their client’s new product promotion, while, at the same time, retaining its vital association to the well-established and successful parent brand.