SENSORY MARKETING

PRESENTED BY: ASSAL NSIB

‫اﻟﺘﺴﻮﻳﻖ اﻟﺤﺴﻲ‬
‫ آﺻﺎل ﻧﺼﻴﺐ‬:‫ﺗﻘﺪﻣﻪ‬

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Sensory Marketing

Sensory marketing can be defined as marketing that engages the consumer’s senses and affects their
perception, judgment and behavior. The goal of sensory marketing is to engage with customers on an
emotional level by generating certain beliefs, feelings, thoughts and opinions.

‫اﻟﺘﺴﻮﻳﻖ اﻟﺤﺴﻲ‬

‫ﻳﻤﻜﻦ ﺗﻌﺮﻳﻒ اﻟﺘﺴﻮﻳﻖ اﻟﺤﺴﻲ ﻋﻠﻰ أﻧﻪ ﺗﺴﻮﻳﻖ ﻳﺸﺮك ﺣﻮاس اﻟﻤﺴﺘﻬﻠﻚ وﻳﺆﺛﺮ ﻋﻠﻰ إدراﻛﻬﻢ وﺣﻜﻤﻬﻢ‬
‫ اﻟﻬﺪف ﻣﻦ اﻟﺘﺴﻮﻳﻖ اﻟﺤﺴﻲ ﻫﻮ اﻟﺘﻔﺎﻋﻞ ﻣﻊ اﻟﻌﻤﻼء ﻋﻠﻰ اﻟﻤﺴﺘﻮى اﻟﻌﺎﻃﻔﻲ ﻣﻦ ﺧﻼل ﺗﻮﻟﻴﺪ‬.‫وﺳﻠﻮﻛﻬﻢ‬
.‫ﻣﻌﺘﻘﺪات وﻣﺸﺎﻋﺮ وأﻓﻜﺎر وآراء ﻣﻌﻴﻨﺔ‬

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● Thinking about sensory effects is an established practice in some consumer
industries, such as food, cosmetics, and hospitality.
● Marketing researchers are starting to realize how powerful the responses to
unconscious stimuli can be.

‫ ﻣﺜﻞ‬، ‫● اﻟﺘﻔﻜﻴﺮ ﻓﻲ اﻟﺘﺄﺛﻴﺮات اﻟﺤﺴﻴﺔ ﻣﻤﺎرﺳﺔ راﺳﺨﺔ ﻓﻲ ﺑﻌﺾ اﻟﺼﻨﺎﻋﺎت اﻻﺳﺘﻬﻼﻛﻴﺔ‬

.‫اﻷﻏﺬﻳﺔ وﻣﺴﺘﺤﻀﺮات اﻟﺘﺠﻤﻴﻞ واﻟﻀﻴﺎﻓﺔ‬
.‫● ﺑﺪأ ﺑﺎﺣﺜﻮ اﻟﺘﺴﻮﻳﻖ ﻳﺪرﻛﻮن ﻣﺪى ﻗﻮة اﻻﺳﺘﺠﺎﺑﺎت ﻟﻠﻤﻨﺒﻬﺎت اﻟﻼواﻋﻴﺔ‬

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The author of the book Customer Sense: How the 5 Senses Influence
Buying Behavior, got into the field because she was fascinated by certain
questions:

● Why does wine taste better in a wine glass than in a water glass?
● Why is an ad showing a piece of cake more engaging when the fork
is placed to the right of the cake?
● Why does warm ambient temperatures prompte people to conform
to a crowd and become more friendly?

‫ ﻛﻴﻒ ﺗﺆﺛﺮ اﻟﺤﻮاس اﻟﺨﻤﺲ ﻋﻠﻰ ﺳﻠﻮك‬:‫ﻣﺆﻟﻔﺔ ﻛﺘﺎب "إﺣﺴﺎس اﻟﻌﻤﻴﻞ‬

:‫ دﺧﻠﺖ اﻟﻤﺠﺎل ﻷﻧﻬﺎ ﻛﺎﻧﺖ ﻣﻔﺘﻮﻧﺔ ﺑﺒﻌﺾ اﻷﺳﺌﻠﺔ‬،"‫اﻟﺸﺮاء‬

‫ﻟﻤﺎذا ﻃﻌﻢ اﻟﻨﺒﻴﺬ أﻓﻀﻞ ﻓﻲ ﻛﺄس اﻟﻨﺒﻴﺬ اﻟﺒﻠﻮر ﻣﻨﻪ ﻓﻲ ﻛﺄس اﻟﻤﺎء‬ ●
‫اﻟﻌﺎدي؟‬
‫ﻟﻤﺎذا ﻳﻜﻮن اﻹﻋﻼن اﻟﺬي ﻳﻌﺮض ﻗﻄﻌﺔ ﻣﻦ اﻟﻜﻌﻜﺔ أﻛﺜﺮ ﺟﺎذﺑﻴﺔ ﻋﻨﺪﻣﺎ ﻳﺘﻢ‬ ●
‫وﺿﻊ اﻟﺸﻮﻛﺔ ﻋﻠﻰ ﻳﻤﻴﻦ اﻟﻜﻌﻜﺔ؟‬
‫ﻟﻤﺎذا ﺗﺪﻓﻊ درﺟﺎت اﻟﺤﺮارة اﻟﻤﺤﻴﻄﺔ اﻟﺪاﻓﺌﺔ اﻟﻨﺎس إﻟﻰ اﻟﺘﻮاﻓﻖ ﻣﻊ اﻟﺤﺸﺪ‬ ●
‫وأن ﻳﺼﺒﺤﻮا أﻛﺜﺮ ودﻳﺔ؟‬
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 Sensory Marketing - ‫اﻟﺘﺴﻮﻳﻖ اﻟﺤﺴﻲ‬

Vision Hearing Smell Taste Touch

‫اﻟﻨﻈﺮ‬ ‫اﻟﺴﻤﻊ‬ ‫اﻟﺸﻢ‬ ‫اﻟﺘﺬوق‬ ‫اﻟﻠﻤﺲ‬

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‫‪of shoppers cite an enjoyable in-store‬‬ ‫‪of shoppers say the spend more time‬‬
‫‪atmosphere plays a key factor in‬‬ ‫‪in-store when combining music, visual and‬‬
‫‪making purchases‬‬ ‫‪scent sensorial elements in place.‬‬

‫‪78%‬‬ ‫‪75%‬‬

‫ﻣﻦ اﻟﻤﺘﺴﻮﻗﻴﻦ ﻳﺸﻴﺮون إﻟﻰ أن‬ ‫ﻣﻦ اﻟﻤﺘﺴﻮﻗﻴﻦ ﻳﻘﻀﻮن وﻗﺘًﺎ أﻃﻮل ﻓﻲ‬
‫اﻷﺟﻮاء اﻟﻤﻤﺘﻌﺔ داﺧﻞ اﻟﻤﺘﺠﺮ ﺗﻠﻌﺐ‬ ‫اﻟﻤﺘﺠﺮ ﻋﻨﺪ اﻟﺠﻤﻊ ﺑﻴﻦ اﻟﻤﻮﺳﻴﻘﻰ واﻟﻌﻨﺎﺻﺮ‬
‫دو ًر ا رﺋﻴﺴﻴًﺎ ﻓﻲ إﺟﺮاء ﻋﻤﻠﻴﺎت اﻟﺸﺮاء‬ ‫اﻟﻤﺮﺋﻴﺔ واﻟﺤﺴﻴﺔ ذات اﻟﺮاﺋﺤﺔ ﻓﻲ اﻟﻤﻜﺎن‪.‬‬

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Sensory Marketing - ‫اﻟﺘﺴﻮﻳﻖ اﻟﺤﺴﻲ‬

Hearing

‫اﻟﺴﻤﻊ‬

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‫‪of shoppers get a better mood in-store‬‬ ‫‪brand with music that fit their brand identity‬‬
‫‪because of the music played.‬‬ ‫‪are 96% likelier to prompt memory recall.‬‬

‫‪85%‬‬ ‫‪96%‬‬

‫ﻣﻦ اﻟﻤﺘﺴﻮﻗﻴﻦ ﻣﺰاﺟﻬﻢ أﻓﻀﻞ ﻓﻲ‬ ‫اﻟﻌﻼﻣﺔ اﻟﺘﺠﺎرﻳﺔ اﻟﺘﻲ ﺗﺤﺘﻮي ﻋﻠﻰ ﻣﻮﺳﻴﻘﻰ‬
‫اﻟﻤﺘﺠﺮ ﺑﺴﺒﺐ اﻟﻤﻮﺳﻴﻘﻰ اﻟﺘﻲ ﻳﺘﻢ‬ ‫ﺗﺘﻨﺎﺳﺐ ﻣﻊ ﻫﻮﻳﺔ ﻋﻼﻣﺘﻬﺎ اﻟﺘﺠﺎرﻳﺔ ﻫﻲ أﻛﺜﺮ‬
‫ﺗﺸﻐﻴﻠﻬﺎ‪.‬‬ ‫اﺣﺘﻤﺎﻟﻴﺔ ﺑﻨﺴﺒﺔ ‪ ٪96‬ﻷن ﻳﺘﻢ ﺗﺬﻛﺮﻫﺎ‪.‬‬

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Voice Overs
A voice-over is when a person reads a scripted ad that aims to move the listener to action. Often there is
some explanation of the products and services, as well as the features and benefits.

‫اﻟﺘﻌﻠﻴﻖ اﻟﺼﻮﺗﻲ‬
‫ ﻏﺎﻟﺒًﺎ ﻣﺎ ﻳﻜﻮن‬.‫اﻟﺘﻌﻠﻴﻖ اﻟﺼﻮﺗﻲ ﻫﻮ ﻋﻨﺪﻣﺎ ﻳﻘﺮأ اﻟﺸﺨﺺ إﻋﻼﻧًﺎ ﻧﺼﻴًﺎ ﻳﻬﺪف إﻟﻰ ﺟﻌﻞ اﻟﻤﺴﺘﻤﻊ ﻳﻘﻮم ﺑﺮدة ﻓﻌﻞ‬
.‫ ﻓﻀﻼً ﻋﻦ ﻣﻴﺰات وﻓﻮاﺋﺪ اﻟﻌﻼﻣﺔ اﻟﺘﺠﺎرﻳﺔ‬، ‫ﻫﻨﺎك ﺑﻌﺾ اﻟﺸﺮح ﻟﻠﻤﻨﺘﺠﺎت واﻟﺨﺪﻣﺎت‬

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Sound Effects
Similar to movies, using sound effects in ads has helped to amplify the drama that is part of an
advertisement.

‫اﻟﻤﺆﺛﺮات اﻟﺼﻮﺗﻴﺔ‬
.‫ ﺳﺎﻋﺪ اﺳﺘﺨﺪام اﻟﻤﺆﺛﺮات اﻟﺼﻮﺗﻴﺔ ﻓﻲ اﻹﻋﻼﻧﺎت ﻓﻲ ﺗﻀﺨﻴﻢ اﻟﺪراﻣﺎ اﻟﺘﻲ ﺗﺸﻜﻞ ﺟﺰءً ا ﻣﻦ اﻹﻋﻼن‬، ‫ﻋﻠﻰ ﻏﺮار اﻷﻓﻼم‬

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Thematic Music
Having background music in advertisements ads meaning and mood to the words and visuals.

‫ﻣﻮﺳﻴﻘﻰ ﻣﻮﺿﻮﻋﻴﺔ‬
.‫وﺟﻮد ﻣﻮﺳﻴﻘﻰ ﺧﻠﻔﻴﺔ ﻓﻲ إﻋﻼﻧﺎت اﻹﻋﻼﻧﺎت ﺑﻤﻌﻨﻰ وﻣﺰاج ﻟﻠﻜﻠﻤﺎت واﻟﻤﺮﺋﻴﺎت‬

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 Sensory Marketing - ‫اﻟﺘﺴﻮﻳﻖ اﻟﺤﺴﻲ‬

Vision

‫اﻟﻨﻈﺮ‬

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 of the information people 75% of the time, the first
retain is received visually. impression is based on color

83% 75%

‫ﻣﻦ اﻟﻤﻌﻠﻮﻣﺎت اﻟﺘﻲ ﻳﺤﺘﻔﻆ ﺑﻬﺎ‬ ‫ ﻣﻦ اﻟﻮﻗﺖ اﻻﻧﻄﺒﺎع اﻷول‬75٪

.‫اﻷﺷﺨﺎص ﻳﺘﻢ ﺗﻠﻘﻴﻬﺎ ﺑﺼﺮ ﻳًﺎ‬ ‫ﻳﻌﺘﻤﺪ ﻋﻠﻰ اﻟﻠﻮن‬

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Get attracted by the color or the shape ads in color are read 42% more
of the product when shopping than ads in black and white.

92% 42%

‫ﻳﻨﺠﺬﺑﻮن إﻟﻰ ﻟﻮن اﻟﻤﻨﺘﺞ أو ﺷﻜﻠﻪ ﻋﻨﺪ‬ ٪42 ‫ﺗﺘﻢ ﻗﺮاءة اﻹﻋﻼﻧﺎت اﻟﻤﻠﻮﻧﺔ ﺑﻨﺴﺒﺔ‬
‫اﻟﺘﺴﻮق‬ .‫أﻛﺜﺮ ﻣﻦ اﻹﻋﻼﻧﺎت ﺑﺎﻷﺑﻴﺾ واﻷﺳﻮد‬

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This type of marketing enhances brand image, recall and recognition, colour, and pattern. Examples
of brands that are easily recognisable are Coca-Cola and Nike.

.‫ﻳﻌﺰز ﻫﺬا اﻟﻨﻮع ﻣﻦ اﻟﺘﺴﻮﻳﻖ ﺻﻮرة اﻟﻌﻼﻣﺔ اﻟﺘﺠﺎرﻳﺔ واﻟﺘﺬﻛﺮ واﻟﺘﻌﺮف واﻟﻠﻮن واﻟﻨﻤﻂ‬
.Nike ‫ و‬Coca-Cola ‫ﻣﻦ أﻣﺜﻠﺔ اﻟﻌﻼﻣﺎت اﻟﺘﺠﺎرﻳﺔ اﻟﺘﻲ ﻳﺴﻬﻞ اﻟﺘﻌﺮف ﻋﻠﻴﻬﺎ ﻫﻲ‬

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Colors
Color schemes affect people differently and give a different look and feel to a brand. Every single color
has feelings and emotions attached to it.

‫اﻷﻟﻮان‬
‫ ﻛﻞ ﻟﻮن ﻟﻪ‬.‫ﺗﺆﺛﺮ أﻧﻈﻤﺔ اﻷﻟﻮان ﻋﻠﻰ اﻷﺷﺨﺎص ﺑﺸﻜﻞ ﻣﺨﺘﻠﻒ وﺗﻌﻄﻲ ﻣﻈﻬ ًﺮ ا وﻣﻈﻬ ًﺮ ا ﻣﺨﺘﻠﻔﻴﻦ ﻟﻠﻌﻼﻣﺔ اﻟﺘﺠﺎرﻳﺔ‬
.‫ﻣﺸﺎﻋﺮ وﻋﻮاﻃﻒ ﻣﺮﺗﺒﻄﺔ ﺑﻪ‬

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‫‪Market researchers have also found that color affects shopping habits.‬‬

‫أﻳﻀﺎ أن اﻟﻠﻮن ﻳﺆﺛﺮ ﻋﻠﻰ ﻋﺎدات اﻟﺘﺴﻮق‪.‬‬

‫وﺟﺪ ﺑﺎﺣﺜﻮ اﻟﺴﻮق ً‬

‫●‬ ‫‪impulse shoppers are sensitive‬‬ ‫اﻟﻤﻨﺪﻓﻌﻮن‬ ‫اﻟﻤﺘﺴﻮﻗﻮن‬ ‫●‬

‫‪to red-orange, black and royal‬‬ ‫ﺣﺴﺎﺳﻮن ﻟﻸﺣﻤﺮ اﻟﺒﺮﺗﻘﺎﻟﻲ‬
‫‪blue‬‬ ‫واﻷﺳﻮد واﻷزرق اﻟﻤﻠﻜﻲ‬

‫●‬ ‫‪traditional‬‬ ‫‪shoppers‬‬ ‫‪are‬‬ ‫اﻟﻤﺘﺴﻮﻗﻮن اﻟﺘﻘﻠﻴﺪﻳﻮن ﺣﺴﺎﺳﻮن‬ ‫●‬

‫‪sensitive to to respond best to‬‬ ‫ﻟﻼﺳﺘﺠﺎﺑﺔ ﺑﺸﻜﻞ أﻓﻀﻞ ﻷﻟﻮان‬
‫‪pastels like pink and sky blue.‬‬ ‫اﻟﺒﺎﺳﺘﻴﻞ ﻣﺜﻞ اﻟﻠﻮن اﻟﻮردي واﻷزرق‬
‫اﻟﺴﻤﺎوي‪.‬‬

‫●‬ ‫‪budget shoppers are sensitive‬‬ ‫اﻟﻤﺘﺴﻮﻗﻮن ذوي اﻟﻤﻴﺰاﻧﻴﺔ اﻟﻤﺤﺪودة‬ ‫●‬
‫‪to respond best to teal color,‬‬ ‫ﺣﺴﺎﺳﻮن ﻟﻼﺳﺘﺠﺎﺑﺔ ﺑﺸﻜﻞ أﻓﻀﻞ‬
‫‪light blue and navy color.‬‬ ‫ﻟﻸﺧﻀﺮ اﻟﺰﻳﺘﻮﻧﻲ واﻷزرق اﻟﻔﺎﺗﺢ‬
‫واﻟﻠﻮن اﻻزرق اﻟﺒﺤﺮي‪.‬‬

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Text
a written blog piece is a form of visual marketing. Any type of headline in an advertisement that is
coupled with images and the right fonts can have a significant impact.

‫ﻧﺺ‬
‫ ﻳﻤﻜﻦ أن ﻳﻜﻮن ﻷي ﻧﻮع ﻣﻦ اﻟﻌﻨﺎوﻳﻦ اﻟﺮﺋﻴﺴﻴﺔ ﻓﻲ‬.‫ﻣﻘﺎﻟﺔ ﻣﺪوﻧﺔ ﻣﻜﺘﻮﺑﺔ ﻫﻲ ﺷﻜﻞ ﻣﻦ أﺷﻜﺎل اﻟﺘﺴﻮﻳﻖ اﻟﻤﺮﺋﻲ‬
.‫إﻋﻼن ﻣﻘﺘﺮن ﺑﺎﻟﺼﻮر واﻟﺨﻄﻮط اﻟﺼﺤﻴﺤﺔ ﺗﺄﺛﻴﺮ ﻛﺒﻴﺮ‬

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Images
Using images in advertising is a great way to grab attention quickly like photographs. Some companies
also use environments or objects in their images. Both can help to give a broader impression of a brand
and make the person viewing the advertisement more interested.

‫اﻟﺼﻮر‬
‫ ﺗﺴﺘﺨﺪم ﺑﻌﺾ‬.‫ﻳﻌﺪ اﺳﺘﺨﺪام اﻟﺼﻮر ﻓﻲ اﻹﻋﻼﻧﺎت ﻃﺮﻳﻘﺔ راﺋﻌﺔ ﻟﺠﺬب اﻻﻧﺘﺒﺎه ﺑﺴﺮﻋﺔ ﻣﺜﻞ اﻟﺼﻮر اﻟﻔﻮﺗﻮﻏﺮاﻓﻴﺔ‬
‫ ﻛﻼﻫﻤﺎ ﻳﻤﻜﻦ أن ﻳﺴﺎﻋﺪ ﻓﻲ إﻋﻄﺎء اﻧﻄﺒﺎع أوﺳﻊ ﻋﻦ اﻟﻌﻼﻣﺔ اﻟﺘﺠﺎرﻳﺔ وﻳﺠﻌﻞ‬.‫أﻳﻀﺎ اﻟﻜﺎﺋﻨﺎت ﻓﻲ ﺻﻮرﻫﺎ‬
ً ‫اﻟﺸﺮﻛﺎت‬
.‫اﻟﺸﺨﺺ اﻟﺬي ﻳﺸﺎﻫﺪ اﻹﻋﻼن أﻛﺜﺮ اﻫﺘﻤﺎﻣً ﺎ‬

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 Graphics
Sometimes instead of using a photograph, some companies prefer to use graphics such as illustrations,
diagrams, symbols, and computer-generated graphics.

‫اﻟﺮﺳﻮﻣﺎت‬
‫ﻓﻲ ﺑﻌﺾ اﻷﺣﻴﺎن‬
‫ﺑﺪ‬
‫ ﺗﻔﻀﻞ ﺑﻌﺾ اﻟﺸﺮﻛﺎت اﺳﺘﺨﺪام اﻟﺮﺳﻮﻣﺎت ﻣﺜﻞ اﻟﺮﺳﻮم اﻟﺘﻮﺿﻴﺤﻴﺔ واﻟﺮﺳﻮم اﻟﺒﻴﺎﻧﻴ‬، ‫ﻟ ًﺎ ﻣﻦ اﺳﺘﺨﺪام ﺻﻮرة ﻓﻮﺗﻮﻏﺮاﻓﻴﺔ‬

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‫‪Video‬‬
‫‪Television was the first method by which companies were able to do visual marketing. Stock video‬‬
‫‪footage is used in many online advertisements to show the user how a product can benefit them.‬‬

‫اﻟﻔﻴﺪﻳﻮ‬

‫ﻛﺎن اﻟﺘﻠﻔﺰﻳﻮن ﻫﻮ اﻟﻄﺮﻳﻘﺔ اﻷوﻟﻰ اﻟﺘﻲ ﺗﻤﻜﻨﺖ اﻟﺸﺮﻛﺎت ﻣﻦ ﺧﻼﻟﻬﺎ ﻣﻦ اﻟﻘﻴﺎم ﺑﺎﻟﺘﺴﻮﻳﻖ اﻟﻤﺮﺋﻲ‪ .‬ﺗُﺴﺘﺨﺪم ﻟﻘﻄﺎت‬
‫اﻟﻔﻴﺪﻳﻮ اﻟﻤﺨﺰﻧﺔ ﻓﻲ اﻟﻌﺪﻳﺪ ﻣﻦ اﻹﻋﻼﻧﺎت ﻋﺒﺮ اﻹﻧﺘﺮﻧﺖ ﻟﺘﻮﺿﻴﺢ ﻟﻠﻤﺴﺘﺨﺪم ﻛﻴﻒ ﻳﻤﻜﻦ ﻟﻠﻤﻨﺘﺞ أن ﻳﺴﺘﻔﻴﺪ ﻣﻨﻬﺎ‪.‬‬

‫‪32‬‬
Light
The lighting in a company story or environment is a type of visual marketing that can change the look
and feel of a brand.

‫اﻹﺿﺎءة‬
.‫ﺗﻌﺪ اﻹﺿﺎءة ﻓﻲ ﻗﺼﺔ اﻟﺸﺮﻛﺔ أو اﻟﺒﻴﺌﺔ ﻧﻮﻋً ﺎ ﻣﻦ اﻟﺘﺴﻮﻳﻖ اﻟﻤﺮﺋﻲ ﻳﻤﻜﻦ أن ﻳﻐﻴﺮ ﺷﻜﻞ وﻣﻈﻬﺮ اﻟﻌﻼﻣﺔ اﻟﺘﺠﺎرﻳﺔ‬

33
Sensory Marketing - ‫اﻟﺘﺴﻮﻳﻖ اﻟﺤﺴﻲ‬

Touch

‫اﻟﻠﻤﺲ‬

34
Our skin has more than
4,000,000 receptors.

4,000,000

‫ﺑﺸﺮﺗﻨﺎ ﻟﺪﻳﻬﺎ أﻛﺜﺮ ﻣﻦ‬

.‫ ﻣﺴﺘﻘﺒﻼت‬4،000،000

35
● evoke motivation to contact.
● physical evidence.
● strong ability to persuade.

.‫إﺛﺎرة اﻟﺪاﻓﻊ ﻟﻼﺗﺼﺎل‬ ●

.‫دﻟﻴﻞ ﻣﻠﻤﻮس‬ ●
.‫ﻗﺪرة ﻗﻮﻳﺔ ﻋﻠﻰ اﻹﻗﻨﺎع‬ ●

36
Comfort
For brands such as furniture sellers, allowing customers to sit on and feel the furniture before buying is
an integral part of the marketing. Floor models of the same pieces are offered in stores to give
customers a chance to experience the feel.
Clothes retailers will often have the same setup to let people experience to look and feel of a garment
before buying.

‫راﺣﺔ‬
‫ ﻓﺈن اﻟﺴﻤﺎح ﻟﻠﻌﻤﻼء ﺑﺎﻟﺠﻠﻮس واﻟﺸﻌﻮر ﺑﺎﻷﺛﺎث ﻗﺒﻞ اﻟﺸﺮاء ﻫﻮ‬، ‫ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﻌﻼﻣﺎت اﻟﺘﺠﺎرﻳﺔ ﻣﺜﻞ ﺑﺎﺋﻌﻲ اﻷﺛﺎث‬
‫ ﻳﺘﻢ ﺗﻘﺪﻳﻢ ﻧﻤﺎذج أرﺿﻴﺔ ﻣﻦ ﻧﻔﺲ اﻟﻘﻄﻊ ﻓﻲ اﻟﻤﺘﺎﺟﺮ ﻟﻤﻨﺢ اﻟﻌﻤﻼء ﻓﺮﺻﺔ ﻟﺘﺠﺮﺑﺔ‬.‫ﺟﺰء ﻻ ﻳﺘﺠﺰأ ﻣﻦ اﻟﺘﺴﻮﻳﻖ‬
.‫اﻟﺸﻌﻮر‬
‫ﻏﺎﻟﺒًﺎ ﻣﺎ ﻳﻜﻮن ﻟﺪى ﺗﺠﺎر اﻟﻤﻼﺑﺲ ﺑﺎﻟﺘﺠﺰﺋﺔ ﻧﻔﺲ اﻹﻋﺪاد ﻟﻠﺴﻤﺎح ﻟﻸﺷﺨﺎص ﺑﺘﺠﺮﺑﺔ ﻣﻈﻬﺮ اﻟﻤﻼﺑﺲ وإﺣﺴﺎﺳﻬﺎ‬
.‫ﻗﺒﻞ اﻟﺸﺮاء‬

37
38
Collateral
Some brands will use thick card-stock to give a feeling of quality to their company. Thank you cards and
brochures are great ways to make an impression on clients after they have visited. While printed
materials are more expensive than digital versions, for some companies, the tactile feel adds an edge.

‫اﻟﺸﻌﻮر اﻟﺠﺎﻧﺒﻲ‬
‫ ﺑﻄﺎﻗﺎت‬.‫ﺳﺘﺴﺘﺨﺪم ﺑﻌﺾ اﻟﻌﻼﻣﺎت اﻟﺘﺠﺎرﻳﺔ ﻣﺨﺰوﻧًﺎ ﺳﻤﻴﻜً ﺎ ﻣﻦ اﻟﺒﻄﺎﻗﺎت ﻹﻋﻄﺎء ﺷﻌﻮر ﺑﺎﻟﺠﻮدة ﻟﺸﺮﻛﺘﻬﻢ‬
‫ ﻓﻲ ﺣﻴﻦ أن اﻟﻤﻮاد اﻟﻤﻄﺒﻮﻋﺔ أﻏﻠﻰ ﻣﻦ‬.‫اﻟﺸﻜﺮ واﻟﻜﺘﻴﺒﺎت ﻫﻲ ﻃﺮق راﺋﻌﺔ ﻹﺣﺪاث اﻧﻄﺒﺎع ﻟﺪى اﻟﻌﻤﻼء ﺑﻌﺪ زﻳﺎرﺗﻬﻢ‬
.‫ إﻻ أن اﻟﺸﻌﻮر ﺑﺎﻟﻠﻤﺲ ﻳﻀﻴﻒ ﻣﻴﺰة ﻟﺒﻌﺾ اﻟﺸﺮﻛﺎت‬، ‫اﻹﺻﺪارات اﻟﺮﻗﻤﻴﺔ‬

39
40
Hands-On Tests
Many companies today offer hands-on tests for their products. Apple was one of the first brands to
provide in-store access to its technology. This approach allowed users to touch and interact with the
technology before buying.

‫اﻻﺧﺘﺒﺎرات اﻟﻌﻤﻠﻴﺔ‬
‫ واﺣﺪة ﻣﻦ أواﺋﻞ اﻟﻌﻼﻣﺎت اﻟﺘﺠﺎرﻳﺔ اﻟﺘﻲ‬Apple ‫ ﻛﺎﻧﺖ‬.‫ﺗﻘﺪم اﻟﻌﺪﻳﺪ ﻣﻦ اﻟﺸﺮﻛﺎت اﻟﻴﻮم اﺧﺘﺒﺎرات ﻋﻤﻠﻴﺔ ﻟﻤﻨﺘﺠﺎﺗﻬﺎ‬
‫ ﺳﻤﺢ ﻫﺬا اﻟﻨﻬﺞ ﻟﻠﻤﺴﺘﺨﺪﻣﻴﻦ ﺑﻠﻤﺲ اﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ‬.‫وﻓﺮت اﻟﻮﺻﻮل إﻟﻰ اﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ اﻟﺨﺎﺻﺔ ﺑﻬﺎ ﻓﻲ اﻟﻤﺘﺠﺮ‬
.‫واﻟﺘﻔﺎﻋﻞ ﻣﻌﻬﺎ ﻗﺒﻞ اﻟﺸﺮاء‬

41
42
Rather than focus on selling, the Apple approach was to simply let people use the tools until they
decided what worked for them. Many stores today offer a similar ‘try before you buy’ experience. Apple
provides a warm and soft tactile feeling when you touch them.

.‫ ﻫﻮ اﻟﺴﻤﺎح ﻟﻸﺷﺨﺎص ﺑﺎﺳﺘﺨﺪام اﻷدوات ﺣﺘﻰ ﻳﻘﺮروا ﻣﺎ ﻳﻨﺎﺳﺒﻬﻢ‬Apple ‫ ﻛﺎن ﻧﻬﺞ‬، ‫ﺑﺪﻻً ﻣﻦ اﻟﺘﺮﻛﻴﺰ ﻋﻠﻰ اﻟﺒﻴﻊ‬
‫وﻧﺎﻋﻤﺎ ﺑﺎﻟﻠﻤﺲ ﻋﻨﺪ‬
ً ‫إﺣﺴﺎﺳﺎ داﻓﺌًﺎ‬
ً Apple ‫ ﺗﻮﻓﺮ‬.‫ﺗﻘﺪم اﻟﻌﺪﻳﺪ ﻣﻦ اﻟﻤﺘﺎﺟﺮ اﻟﻴﻮم ﺗﺠﺮﺑﺔ "ﺟﺮب ﻗﺒﻞ اﻟﺸﺮاء" ﻣﻤﺎﺛﻠﺔ‬
.‫ﻟﻤﺴﻬﺎ‬

43
● tactile feelings from materials selected specifically for you as a target audience.
● same angles and proportion in different elements of the products
● the same strength of manipulations of different buttons
● same materials among the whole line of products
● the same smell of any new Apple product to memorize your feelings and happiness
with the newly bought device and recall it next time you visit their shop

‫ﺧﺼﻴﺼﺎ ﻟﻚ ﻛﺠﻤﻬﻮر‬
ً ‫اﻟﻤﺸﺎﻋﺮ اﻟﻠﻤﺴﻴﺔ ﻣﻦ اﻟﻤﻮاد اﻟﻤﺨﺘﺎرة‬ ●
.‫ﻣﺴﺘﻬﺪف‬
‫ﻧﻔﺲ اﻟﺰواﻳﺎ واﻟﻨﺴﺒﺔ ﻓﻲ اﻟﻌﻨﺎﺻﺮ اﻟﻤﺨﺘﻠﻔﺔ ﻟﻠﻤﻨﺘﺠﺎت‬ ●
‫ﻧﻔﺲ ﻗﻮة اﻟﺘﻼﻋﺐ ﺑﺎﻷزرار اﻟﻤﺨﺘﻠﻔﺔ‬ ●
‫ﻧﻔﺲ اﻟﻤﻮاد ﺑﻴﻦ ﺧﻂ ﻛﺎﻣﻞ ﻣﻦ اﻟﻤﻨﺘﺠﺎت‬ ●
‫ ﻟﺘﺬﻛﺮ ﻣﺸﺎﻋﺮك‬Apple ‫ﻧﻔﺲ راﺋﺤﺔ أي ﻣﻨﺘﺞ ﺟﺪﻳﺪ ﻣﻦ‬ ●
‫وﺳﻌﺎدﺗﻚ ﻣﻊ اﻟﺠﻬﺎز اﻟﺬي ﺗﻢ ﺷﺮاؤه ﺣﺪﻳﺜًﺎ وﺗﺬﻛﺮه ﻓﻲ اﻟﻤﺮة‬
‫اﻟﻘﺎدﻣﺔ اﻟﺘﻲ ﺗﺰور ﻓﻴﻬﺎ ﻣﺘﺠﺮﻫﻢ‬

44
Olay has engineered their cream to feel warm when applied to the skin, despite the fact that this
has no impact on the product’s functionality.

‫ ﻋﻠﻰ اﻟﺮﻏﻢ ﻣﻦ ﺣﻘﻴﻘﺔ أن ﻫﺬا ﻟﻴﺲ ﻟﻪ أي ﺗﺄﺛﻴﺮ‬، ‫ ﻛﺮﻳﻤﻬﺎ ﻟﻴﺸﻌﺮ ﺑﺎﻟﺪفء ﻋﻨﺪ وﺿﻌﻪ ﻋﻠﻰ اﻟﺠﻠﺪ‬Olay ‫ﺻﻤﻤﺖ‬
.‫ﻋﻠﻰ وﻇﺎﺋﻒ اﻟﻤﻨﺘﺞ‬

45
Sensory Marketing - ‫اﻟﺘﺴﻮﻳﻖ اﻟﺤﺴﻲ‬

Smell

‫اﻟﺸﻢ‬

46
The nose has 10 million The nose has more than 50
smell receptors different smell receptor types.

10,000,000 50

‫ ﻣﻼﻳﻴﻦ‬10 ‫ﻳﺤﺘﻮي اﻷﻧﻒ ﻋﻠﻰ‬ ‫ ﻧﻮﻋً ﺎ‬50 ‫ﻳﺤﺘﻮي اﻷﻧﻒ ﻋﻠﻰ أﻛﺜﺮ ﻣﻦ‬
‫ﻣﺴﺘﻘﺒﻞ ﻟﻠﺮاﺋﺤﺔ‬ .‫ﻣﺨﺘﻠﻔً ﺎ ﻣﻦ ﻣﺴﺘﻘﺒﻼت اﻟﺮاﺋﺤﺔ‬

47
of our emotions are generated by of customers would spend more time
what we smell in a store that smells good.

75% 59%

‫ﻣﻦ ﻋﻮاﻃﻔﻨﺎ ﺗﺘﻮﻟﺪ ﻣﻦ راﺋﺤﺘﻨﺎ‬ ‫ﻣﻦ اﻟﻌﻤﻼء ﻳﻘﻀﻮن وﻗﺘًﺎ أﻃﻮل‬

.‫ﻓﻲ ﻣﺘﺠﺮ ﺗﻨﺒﻌﺚ ﻣﻨﻪ راﺋﺤﺔ ﻃﻴﺒﺔ‬

48
49
Environmental Scents
Some companies have experimented with using environmental scents such as the ocean, fresh-cut grass,
and pine forests in their advertisements.

‫اﻟﺮواﺋﺢ اﻟﺒﻴﺌﻴﺔ‬
.‫ﺟﺮﺑﺖ ﺑﻌﺾ اﻟﺸﺮﻛﺎت اﺳﺘﺨﺪام اﻟﺮواﺋﺢ اﻟﺒﻴﺌﻴﺔ ﻣﺜﻞ اﻟﻤﺤﻴﻂ واﻟﻌﺸﺐ اﻟﻄﺎزج وﻏﺎﺑﺎت اﻟﺼﻨﻮﺑﺮ ﻓﻲ إﻋﻼﻧﺎﺗﻬﺎ‬

50
Fragrances
Using scents as a marketing tool has been around for a long time. Fragrances samples in magazines
have always been a popular method, and today some stores use scents to add to the appeal of their
brand.

‫ﻋﻄﻮر‬
‫ ﻟﻄﺎﻟﻤﺎ ﻛﺎﻧﺖ ﻋﻴﻨﺎت اﻟﻌﻄﻮر ﻓﻲ اﻟﻤﺠﻼت ﻃﺮﻳﻘﺔ‬.‫ﻛﺎن اﺳﺘﺨﺪام اﻟﺮواﺋﺢ ﻛﺄداة ﺗﺴﻮﻳﻘﻴﺔ ﻣﻮﺟﻮدً ا ﻣﻨﺬ ﻓﺘﺮة ﻃﻮﻳﻠﺔ‬
.‫ واﻟﻴﻮم ﺗﺴﺘﺨﺪم ﺑﻌﺾ اﻟﻤﺘﺎﺟﺮ اﻟﺮواﺋﺢ ﻹﺿﻔﺎء اﻟﻤﺰﻳﺪ ﻣﻦ اﻟﺠﺎذﺑﻴﺔ ﻋﻠﻰ ﻋﻼﻣﺘﻬﺎ اﻟﺘﺠﺎرﻳﺔ‬، ‫ﺷﺎﺋﻌﺔ‬

51
Food Scents
The enticing smell of a bakery or freshly brewed coffee is a common method that some brands use to
appeal to customers. Hot dog vendors will also use the scent of cooking to entice hungry crowds at
events.

‫رواﺋﺢ اﻟﻄﻌﺎم‬
‫ ﻟﻄﺎﻟﻤﺎ ﻛﺎﻧﺖ ﻋﻴﻨﺎت اﻟﻌﻄﻮر ﻓﻲ اﻟﻤﺠﻼت ﻃﺮﻳﻘﺔ‬.‫ﻛﺎن اﺳﺘﺨﺪام اﻟﺮواﺋﺢ ﻛﺄداة ﺗﺴﻮﻳﻘﻴﺔ ﻣﻮﺟﻮدً ا ﻣﻨﺬ ﻓﺘﺮة ﻃﻮﻳﻠﺔ‬
.‫ واﻟﻴﻮم ﺗﺴﺘﺨﺪم ﺑﻌﺾ اﻟﻤﺘﺎﺟﺮ اﻟﺮواﺋﺢ ﻹﺿﻔﺎء اﻟﻤﺰﻳﺪ ﻣﻦ اﻟﺠﺎذﺑﻴﺔ ﻋﻠﻰ ﻋﻼﻣﺘﻬﺎ اﻟﺘﺠﺎرﻳﺔ‬، ‫ﺷﺎﺋﻌﺔ‬

52
 ‫اﻷزﻫﺎر‪:‬‬ ‫ﺟﻠﺪ‪:‬‬ ‫ﺑﻄﺎﻧﺔ ﺟﺪﻳﺪة‪:‬‬
‫ﺗﺸﺠﻴﻊ اﻟﻤﺸﺘﺮي ﻋﻠﻰ اﻟﺒﻘﺎء‬ ‫ﻳﺜﻴﺮ ﺷﻌﻮر ًا ﺑﺎﻟﺮﻓﺎﻫﻴﺔ ‪ ،‬وﻫﻮ‬ ‫ﻫﺶ وﻧﻈﻴﻒ ‪ ،‬ﻣﻤﺘﺎز ﻟﻤﺮاﻓﻖ‬
‫‪ ،‬وﻫﻮ أﻣﺮ راﺋﻊ ﻟﻠﺒﻴﻊ ﺑﺎﻟﺘﺠﺰﺋﺔ‪.‬‬ ‫اﻷﻓﻀﻞ ﻟﻠﻤﻨﺘﺠﺎت اﻟﻔﺎﺧﺮة‬ ‫اﻟﻠﻴﺎﻗﺔ اﻟﺒﺪﻧﻴﺔ‬

‫‪53‬‬
 ‫اﻟﺨﺰاﻣﻰ‪:‬‬ ‫ﻋﺸﺐ اﻟﻠﻴﻤﻮن‪:‬‬ ‫ﻓﺎﻧﻴﻼ‪:‬‬
‫ﻳﻌﺰز اﻻﺳﺘﺮﺧﺎء ‪ ،‬راﺋﻊ‬ ‫ﻟﻠﻔﻨﺎدق‬ ‫ﻳﻨﺸﻂ ‪ ،‬ﺟﻴﺪ‬ ‫ﻳﺮﻓﻊ اﻟﺤﺎﻟﺔ اﻟﻤﺰاﺟﻴﺔ ‪ ،‬وﻫﻮ‬
‫واﻟﻤﻨﺘﺠﻌﺎت‬ ‫ﻟﻠﺼﺎﻟﻮﻧﺎت‬ ‫واﻟﻜﺎزﻳﻨﻮﻫﺎت‬ ‫ﻣﺜﺎﻟﻲ ﻷﻣﺎﻛﻦ اﻟﺘﺮﻓﻴﻪ‬
‫اﻟﺼﺤﻴﺔ‬

‫‪54‬‬
Starbucks is one of the companies that are well aware of the power of sensory branding.

.‫ﺳﺘﺎرﺑﻜﺲ ﻫﻲ إﺣﺪى اﻟﺸﺮﻛﺎت اﻟﺘﻲ ﺗﺪرك ﺟﻴﺪًا ﻗﻮة اﻟﻌﻼﻣﺎت اﻟﺘﺠﺎرﻳﺔ اﻟﺤﺴﻴﺔ‬

55
real estate sellers make sure that houses smell like vanilla or bakery or popcorn to
give the buyer the feeling of home and bring them back the childhood memories.

‫ﻳﺘﺄﻛﺪ ﺑﺎﺋﻌﻮ اﻟﻌﻘﺎرات ﻣﻦ أن راﺋﺤﺔ اﻟﻤﻨﺎزل ﻣﺜﻞ اﻟﻔﺎﻧﻴﻠﻴﺎ أو اﻟﻤﺨﺒﻮزات أو اﻟﻔﺸﺎر ﻟﻤﻨﺢ‬
.‫اﻟﻤﺸﺘﺮي اﻟﺸﻌﻮر وﻛﺄﻧﻪ ﻓﻲ اﻟﻤﻨﺰل واﺳﺘﻌﺎدة ذﻛﺮﻳﺎت اﻟﻄﻔﻮﻟﺔ‬
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Sensory Marketing - ‫اﻟﺘﺴﻮﻳﻖ اﻟﺤﺴﻲ‬

Taste

‫اﻟﺘﺬوق‬

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‫‪Taste‬‬
‫‪Use of taste in marketing is primarily limited to edible brands.‬‬
‫‪Challenged by hygienic and adequate issues associated with lick-able or edible marketing‬‬
‫‪materials.‬‬

‫اﻟﻤﺬاق‬
‫ﻳﻘﺘﺼﺮ اﺳﺘﺨﺪام اﻟﺬوق ﻓﻲ اﻟﺘﺴﻮﻳﻖ ﺑﺸﻜﻞ أﺳﺎﺳﻲ ﻋﻠﻰ اﻟﻌﻼﻣﺎت اﻟﺘﺠﺎرﻳﺔ اﻟﺼﺎﻟﺤﺔ ﻟﻸﻛﻞ‪.‬‬
‫ﻟﻜﻨﻬﺎ ﺗﺠﺪ ﺗﺤﺪﻳﺎت اﻟﻤﺸﻜﻼت اﻟﺼﺤﻴﺔ واﻟﻜﺎﻓﻴﺔ اﻟﻤﺮﺗﺒﻄﺔ ﺑﻤﻮاد اﻟﺘﺴﻮﻳﻖ اﻟﻘﺎﺑﻠﺔ ﻟﻠﻌﻖ أو اﻟﺼﺎﻟﺤﺔ‬
‫ﻟﻸﻛﻞ‪.‬‬
‫ﺗﻢ اﺳﺘﺨﺪاﻣﻪ ﺑﻨﺠﺎح ﻓﻲ ﻋﺪد ﻗﻠﻴﻞ ﻣﻦ ﻓﺌﺎت اﻟﻌﻼﻣﺎت اﻟﺘﺠﺎرﻳﺔ ﻏﻴﺮ اﻟﺼﺎﻟﺤﺔ ﻟﻸﻛﻞ‪.‬‬

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Samples
The most common type of taste marketing is through samples of foods and beverages. These are very
common at supermarkets and liquor stores. The initial taste of something will help a consumer to
understand the food or beverage product in a visceral way.

‫ﻋﻴﻨﺎت‬
‫ ﻫﺬه ﺷﺎﺋﻌﺔ ﺟﺪً ا ﻓﻲ ﻣﺤﻼت‬.‫أﻛﺜﺮ أﻧﻮاع ﺗﺴﻮﻳﻖ اﻟﺘﺬوق ﺷﻴﻮﻋً ﺎ ﻫﻮ ﻣﻦ ﺧﻼل ﻋﻴﻨﺎت ﻣﻦ اﻷﻃﻌﻤﺔ واﻟﻤﺸﺮوﺑﺎت‬
‫ ﺳﻴﺴﺎﻋﺪ اﻟﻄﻌﻢ اﻷوﻟﻲ ﻟﺸﻲء ﻣﺎ اﻟﻤﺴﺘﻬﻠﻚ ﻋﻠﻰ ﻓﻬﻢ ﻣﻨﺘﺞ اﻟﻄﻌﺎم أو‬.‫اﻟﺴﻮﺑﺮ ﻣﺎرﻛﺖ وﻣﺤﻼت ﺑﻴﻊ اﻟﺨﻤﻮر‬
.‫اﻟﻤﺸﺮوﺑﺎت ﺑﻄﺮﻳﻘﺔ ﻋﻤﻴﻘﺔ‬

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New Flavors
Another method that some brands use to try to reach new audiences is by introducing new flavors. If
one product is working well, then broadening the category to offer different tasting versions can be a
great tactic.
‫ﻧﻜﻬﺎت ﺟﺪﻳﺪة‬
‫ﻫﻨﺎك ﻃﺮﻳﻘﺔ أﺧﺮى ﺗﺴﺘﺨﺪﻣﻬﺎ ﺑﻌﺾ اﻟﻌﻼﻣﺎت اﻟﺘﺠﺎرﻳﺔ ﻟﻤﺤﺎوﻟﺔ اﻟﻮﺻﻮل إﻟﻰ ﺟﻤﺎﻫﻴﺮ ﺟﺪﻳﺪة وﻫﻲ إدﺧﺎل ﻧﻜﻬﺎت‬
‫ ﻓﺈن ﺗﻮﺳﻴﻊ اﻟﻔﺌﺔ ﻟﺘﻘﺪﻳﻢ إﺻﺪارات ﺗﺬوق ﻣﺨﺘﻠﻔﺔ ﻳﻤﻜﻦ أن ﻳﻜﻮن‬، ‫ إذا ﻛﺎن أﺣﺪ اﻟﻤﻨﺘﺠﺎت ﻳﻌﻤﻞ ﺑﺸﻜﻞ ﺟﻴﺪ‬.‫ﺟﺪﻳﺪة‬
.‫راﺋﻌﺎ‬
ً ‫أﺳﻠﻮﺑًﺎ‬

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MacDonald uses the same taste among different dishes to program your brain.

.‫ﻳﺴﺘﺨﺪم ﻣﺎﻛﺪوﻧﺎﻟﺪز ﻧﻔﺲ اﻟﻤﺬاق ﺑﻴﻦ اﻷﻃﺒﺎق اﻟﻤﺨﺘﻠﻔﺔ ﻟﺒﺮﻣﺠﺔ ﻋﻘﻠﻚ‬

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Combining the Senses
● While visual and audio are the most common sensory tools that are used in modern marketing, it’s a
good idea to think about the entire customer’s sensory experience.

‫اﻟﺠﻤﻊ ﺑﻴﻦ اﻟﺤﻮاس‬

، ‫ﻓﻲ ﺣﻴﻦ أن اﻷدوات اﻟﻤﺮﺋﻴﺔ واﻟﻤﺴﻤﻮﻋﺔ ﻫﻲ أﻛﺜﺮ اﻷدوات اﻟﺤﺴﻴﺔ ﺷﻴﻮﻋً ﺎ اﻟﻤﺴﺘﺨﺪﻣﺔ ﻓﻲ اﻟﺘﺴﻮﻳﻖ اﻟﺤﺪﻳﺚ‬ ●
.‫ﻓﻤﻦ اﻟﺠﻴﺪ اﻟﺘﻔﻜﻴﺮ ﻓﻲ اﻟﺘﺠﺮﺑﺔ اﻟﺤﺴﻴﺔ ﻟﻠﻌﻤﻴﻞ ﺑﺎﻟﻜﺎﻣﻞ‬

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Combining the Senses
● Using sensory marketing is a great way to innovate in your field and to stand out from your
competitors.

‫اﻟﺠﻤﻊ ﺑﻴﻦ اﻟﺤﻮاس‬

.‫ﻳﻌﺪ اﺳﺘﺨﺪام اﻟﺘﺴﻮﻳﻖ اﻟﺤﺴﻲ ﻃﺮﻳﻘﺔ راﺋﻌﺔ ﻟﻼﺑﺘﻜﺎر ﻓﻲ ﻣﺠﺎﻟﻚ وﻟﻠﺘﻤﻴﺰ ﻋﻦ ﻣﻨﺎﻓﺴﻴﻚ‬ ●

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Combining the Senses
● Sensory marketing that appeals to the five senses will help your business become more creative. It
will broaden your reach, and potentially get more people talking about and buying from your brand.

‫اﻟﺠﻤﻊ ﺑﻴﻦ اﻟﺤﻮاس‬

‫ ﺳﻴﺆدي ذﻟﻚ إﻟﻰ‬.‫اﻟﺘﺴﻮﻳﻖ اﻟﺤﺴﻲ اﻟﺬي ﻳﺴﺘﻬﻮي اﻟﺤﻮاس اﻟﺨﻤﺲ ﺳﻴﺴﺎﻋﺪ ﻋﻤﻠﻚ ﻋﻠﻰ أن ﻳﺼﺒﺢ أﻛﺜﺮ إﺑﺪاﻋً ﺎ‬ ●
‫ وﻣﻦ اﻟﻤﺤﺘﻤﻞ أن ﻳﺠﻌﻞ اﻟﻤﺰﻳﺪ ﻣﻦ اﻷﺷﺨﺎص ﻳﺘﺤﺪﺛﻮن ﻋﻦ ﻋﻼﻣﺘﻚ اﻟﺘﺠﺎرﻳﺔ‬، ‫ﺗﻮﺳﻴﻊ ﻧﻄﺎق وﺻﻮﻟﻚ‬
.‫وﻳﺸﺘﺮون ﻣﻨﻬﺎ‬

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 Sensory Marketing - ‫اﻟﺘﺴﻮﻳﻖ اﻟﺤﺴﻲ‬

● Without our conscious awareness, our bodily sensations help determine the
decisions we make.
● Such influences are subtle—and that’s exactly why they are so powerful.
Consumers don’t perceive them as marketing messages and therefore don’t react
with the usual resistance to ads and other promotions.

.‫ ﺗﺴﺎﻋﺪ أﺣﺎﺳﻴﺴﻨﺎ اﻟﺠﺴﺪﻳﺔ ﻓﻲ ﺗﺤﺪﻳﺪ اﻟﻘﺮارات اﻟﺘﻲ ﻧﺘﺨﺬﻫﺎ‬، ‫ﺑﺪون وﻋﻴﻨﺎ اﻟﻮاﻋﻲ‬ ●
‫ ﻻ ﻳﻨﻈﺮ إﻟﻴﻬﺎ اﻟﻤﺴﺘﻬﻠﻜﻮن ﻋﻠﻰ أﻧﻬﺎ‬.‫ وﻫﺬا ﻫﻮ ﺑﺎﻟﻀﺒﻂ ﺳﺒﺐ ﻗﻮﺗﻬﺎ‬- ‫ﻫﺬه اﻟﺘﺄﺛﻴﺮات ﺧﻔﻴﺔ‬ ●
‫ وﺑﺎﻟﺘﺎﻟﻲ ﻻ ﻳﺘﻔﺎﻋﻠﻮن ﻣﻊ اﻟﻤﻘﺎوﻣﺔ اﻟﻤﻌﺘﺎدة ﻟﻺﻋﻼﻧﺎت واﻟﻌﺮوض‬، ‫رﺳﺎﺋﻞ ﺗﺴﻮﻳﻘﻴﺔ‬
.‫اﻟﺘﺮوﻳﺠﻴﺔ اﻷﺧﺮى‬

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Most successful brands are those
that deliver feelings and emotions.

‫ﻣﻌﻈﻢ اﻟﻌﻼﻣﺎت اﻟﺘﺠﺎرﻳﺔ اﻟﻨﺎﺟﺤﺔ ﻫﻲ‬

.‫ﺗﻠﻚ اﻟﺘﻲ ﺗﻨﻘﻞ اﻟﻤﺸﺎﻋﺮ واﻟﻌﻮاﻃﻒ‬

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 PRESENTED BY:
‫ﺷﻜﺮا‬ ASSAL NCIB
Thank You

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