SENSORIAL MARKETING APPLIED TO NIGHT LIFE BUSINESS

Bonjour,
Je reviens de 2 semestres aux USA dont le premier en échange à la New York State University at Oswego et le deuxième en stage pour un nightclub.

J'ai réalisé un travail de recherche durant 3 mois concernant le marketing sensoriel appliqué aux business de la nuit tel que les bars ou les clubs.

Copier-coller l'article ici enlèverai la mise en forme et le rendrais Illisible, c'est pourquoi je vais plutôt vous donner le lien vers le fichier PDF:

http://www.blackwizzard.com/crystal/Research%20Paper.pdf

Voici des extraits:

Objectives
This research has been made in order to study the most important ways to influence or control the consumer’s behavior in a night life business with a focus on bars and nightclubs.
The results of this research should help managers or marketing directors of such places to improve their business by obtaining a higher profitability, improving the evaluation of the place by their client, and thus increasing fidelity and positive word of mouth, while decreasing negative word of mouth.

Table of Content
OBJECTIVES 2
SUMMARY 3
INTRODUCTION 4
HOW TO HANDLE COLORS AND LIGHTS? 6
How colors can affect the efficiency of a selling place? 7
Controlling colors and lighting on the external design 7
Importance of color and light in the entry hall 8
Lights 8
Colors 8
How colors can influence the consumers? 9
Influence of color on consumer’s emotional state 9
Influence of colors on consumer’s cognition 10
HOW TO HANDLE SOUNDS AND MUSIC? 11
Ambiance music and cognitive objectives 11
Influence of the music on the perceived value of the place 11
Influence of music in time perception 12
Influence of music in consumer’s behavior 12
HOW TO USE TOUCH TO INFLUENCE THE CONSUMER’S BEHAVIOR? 14
Influence of interpersonal touch 14
OTHER EFFECTS RELATED TO THE TOUCH 16
Influence of room temperature 16
Importance of textures and materials 17
CONCLUSION 18
REFERENCES 19

Introduction
When P. Kotler, in “The Journal Of Marketing” (1973), proposed the idea that the atmosphere – defined as the sum of the stimulus and ambiance factors – as for example the music, colors, odors, crowd can be used as a marketing tool, his article seems almost as revolutionary in the marketing’s world than Einstein with his General relativity article in the physic’s world.
But even if most of the marketing specialists were enthusiastic about this idea, only a few studies have been made since in this field of research, and the discovered principles remain barely applied. Probably because this field of research is not purely marketing, but involve also a deep knowledge of psychology and human biology & physiology. Probably also because most of the managers and marketing directors are doing it “as they feel it”, without real researches.
As far as I know, there are no books or articles dedicated to studying the ways to influence consumers’ behaviors in a night life business. Only a few are dedicated to restaurants. But most of the principles and researches which apply to food business won’t apply to a nightclub or a bar for example. The motivations are different, as well as the expectations and the general behavior of the consumers. This article is dedicated to summarize the ways and researches dedicated to influence the consumer’s behavior thru his senses.
I am first going to talk about the influence thru the sight; Colors and light. It’s one of the only sense on which a lot of studies has been made. Probably because this is one of the most important and most obvious sense used by the humans.
Then I’m going to talk about the influence thru the hearing, focusing on the different variables of music: Tempo, volume, type… It’s also a sense that has been the subject of many researches by many marketers.
Finally I’m going to talk about the influence thru the touch. It’s one of the least popular research subjects in sensorial marketing. Only a few articles are written about it, whereas it’s one of the most powerful one when we’re talking about influence on behavior.
I’m not going to talk about smell and odors, for the reason that, even if it’s a really powerful “marketing tool” in food business, it’s a less relevant field of study when talking about night life business. Researches where made, but none of them where applicable to this article.

Thanks a lot. I'll read it as possible.