Sensory 2016 | Institute of Certified Marketers

Event HTab Group

Overview

Sensory Marketing

《An alternative Tactic to Sustain the Retail Market》

In the recent published Government statistics, the retail market in November 2015 reported a decline again for a continuous 9 months, which results in the longest decline in the past 6 years. We are facing all the challenges including reduced visitors from China, increasing salaries & stiff rental costs, etc. What can we do as marketers for the retail market?

In the past few years, a lot of price promotion tactices, sales training and social media promotions can be seen in the market. On top of that, a lot of marketing resources are spent in online promotions, e-commerce platforms and mobile apps, etc. The ROI of the mobile users market is not any easier. It is again another marketing headache on how to increase the conversion rate of each LIKE and SHARE button. While this kind of virtual interactions are not sufficient, even online e-commerce merchants are taking the O2O tactics, and take the balance with offline executions. In fact, while tackling the market online, it is equally important to be well equipped in the offline operation, with overall balance including the in-store experience as well. Afterall, real-life physical experience is still the most realistic, reliable and engaged experience for brands and products, rather than clicks on the internet which sometimes can be unconscious.

The 5 senses are part of our human instinct that open us to stimuli which can change our feelings and trigger decisions, sometimes even without our conscious awareness. For 2 decades, the marketers have been building expertise in reaching consumers through the 5 senses to intensify perceptions of brands. Increasing studies have been made on embodiment and sensory perception, and how sensory inputs can drive consumer behavior. Marketers have been designing unique shopping experience that increases passenger traffic, catches their attention, increase sales, enhance their experience and finally boost brand recalls, increase loyalty and referral rates. Is it as simple as visuals, music, scent, snacks or trials? There are a lot of marketing researches, knowledge and experience for reference in this area.

The ICM has invited marketing experts in these areas to share with us their knoweldge and insights with real cases and experience.

Strengthening Your Brand’s Visual Impact：

The speaker will share the latest design of fascia, store front and window display. For example, whether latest TV monitors are essential? If yes, what are the best for displaying? Besides, western models’ shooting is always popular and it absolutely elevates a brand’s image when putting into billboards or light boxes. But how can you direct the shooting so that the end products will be looking creative, stylish and timeless. In terms of space and lighting, speaker will share how the in-store VM can be enhanced to increase the sales per square feet but won’t look messy and cheap?

Enhance Shoppers’ Experience Through the Sense of Touch：

Almost all retail businesses engage customers through the sense of touch. But why single personal touch by a hand or a trial through the skin would increase sales? The speaker will share how common areas inside a shop can be designed to increase personal touch and engagement with shoppers. Besides, the speaker will discuss whether the latest touch monitors are essential. And for intangible services inside store, speaker will share how to make it “touchable” by shoppers.

Increase Shoppers’ Dwelling Time and Brand Recall through the Scents of Smell：

Neuromarketing research indicates that 75% of human emotions are aroused by olfactory nerves. A nice scent of smell not only can get the attention of shoppers, but also unconsciously increases their dwelling time, their recognition and recall of a brand. Some marketers perhaps might think only western perfume would work and it would even work better sprinkling in higher concentration. The speaker will share his actual scent marketing experience and how fragrances can be tailored for different age and gender segments in Hong Kong.

The seminar is suitable for management executives in:

Retail sector: shopping malls, department stores, retail chains, SME stores
Travelling sector: hotels, F&B, local attractions, entertainment facilities, theme parks, local tour and event organizers

Participants’ Incentive

Participants arrived with ICM email confirmation will receive a product discount coupon, Q&A gift or lucky draw gift contributed by our guest speakers. All coupons or gifts will only be distributed at the seminar, while stock last.

Note

Changes might apply without prior notice, but will be updated here in this webpage.

Enquiries

[email protected]

Program

Overall Program

Date	18 Mar 2016 (Friday)
Time	2:30 ~ 5:30 pm
Venue	V322, HK Polytechnic University,Hunghom
Cost	Free
Who Should Join	Who ever work in the management of retail marketing or related
Language	Cantonese

Program Schedule

2:30 - 3:00 pm	Onsite registration & seating Onsite experience of "Sensation"
3:00 - 3:05 pm	Welcome Speech
3:05 - 3:20 pm	Keynote Speech	Prof. Gerald Gorn
3:20 - 3:50 pm	Strengthening Your Brand's Visual Impact	Ms. Viola Pak
3:50 - 4:20 pm	Enhance Shoppers' Experience Through the Sense of Touch	Mr. Raymond Chan
4:20 - 4:30 pm	Break Onsite experience of "Sensation"
4:30 - 5:00 pm	Increase Shoppers' Dwelling Time and Brand Recall through the Scents of Smell	Mr. Daniel Fong
5:00 - 5:30 pm	Q&A Quiz & Games with Prizes	Ms. Trish Yan & the 3 speakers

Speakers

Guest Speakers:

	Keynote Speaker: Prof. Gerald Gorn Being the Director of the Asian Centre for Branding & Marketing, and the Chair Professor of Marketing in the Department of Management & Marketing Department, HK Polytechnic University, Prof. Gorn researches on understanding of consumer judgments and attitudes, and the factors influencing them. The 2 substantive questions of interest he addresses to marketers and public policy makers are: when adn why marketing communications cause consumers to make certain types of inferences, and how to design more effective communication strategies based on this understanding. He has written articles on the effects of advertising and other types of communications on adults, children, and seniors and have received funding from a variety of sources for his research, including the HK Government (CERG grants). His publishing covers areas in marketing, health, psychology and policy. His recent published article "Does Your Company Have the Right Logo? How and Why Circular and Angular Logo Shapes Influence Brand Attribute Judgments" is one of a typical example how the visual of a brand logo can be powerful enough to affect perceptions of the attributes of a product or a company.
	Speaker: Viola Pak Named as "one of Hong Kong's fast-trending designer in recent years" and "Hong Kong branding new star", Viola is growing up and being well-equipped as a strategic designer in a large - scaled multi-disciplinary cultural organisation for nearly 10 years. Her dream company was started in 2005. She is now driving her strategic vision and leading the growth of Eggshell substantively by ensuring her team to deliver prestige branding strategy and exceptional client experience on every single project. Her formula is: Creative + Possibility + Context = High-level branding strategy. This brings creditability to maintain her clients' relationships. Her greatest satisfaction, other than manipulating her creative mind, is on delivering great employee experience by digging out the possibilities of them. Viola has achieved the Hong Kong Polytechnic University’s Bachelor of Arts degree (Graphic Design) and Master of Design (Design Strategy) degree. She is also a full member of The Hong Kong Designers Association and the part time lecturer of Hong Kong Productivity Council. Recently, to keep up with the rising professional standards in the industry, she has expanded her scope of design expertise by obtaining a Diploma in Architecture and Interior Design, also a certificate in Fashion and accessory design in Milan. Viola also devotes herself to become a “possibility nurturer” and applies branding tactics of entrepreneurship on ordinary individuals in order to help them differentiate from the crowd. Meanwhile, she is regularly invited by universities, organizations and corporations in Hong Kong and Mainland China to conduct talks and seminars regarding relevant topics.
	Speaker: Raymond Chan Mr Raymond Chan is currently the CEO of LAANAA, the lingerie brand of famous artist Chrissie Chau. Mr Raymond Chan possesses over 16 years’ experience in financial and risk management. Prior founding LAANAA, he was appointed in several multinationals to take care of functions of financing, merger, acquisition and initial public offering…etc. They include: famous Asian brand Puyi Optical, HK listed company Emperor International Holdings Limited, the China’s biggest software outsourcing company Pactera Technology International Limited and the biggest U.S. leather exporter & manufacturer L & Leung Group (Raymond managed their renowned U.S. brand Emma Fox and all group businesses). In 2007, Raymond led the merger and acquisition project of Pactera and successfully listed the group in New York Stock Exchange’s main board. Making use of his unique data analysis technique and years of management wisdom, Raymond has become a charismatic leader who attracts numerous strong business talents to join the core team of LAANAA (Asia) Group. Mr Raymond Chan obtains the Bachelor of Accountancy from the HK Baptist University and followed by a Double Master Degree in Business Administration and Accountancy.
	Speaker: Daniel Fong Mr Daniel Fong is now the Founder and Chief Marketing Officer (CMO) of Skywork Design Ltd, the most popular experiential scent marketing company in Hong Kong. Since making its debut in Feb 2011, Skywork has been featured in a host of media coverage for almost 40 times. They include credible media like CNN, Guangdong TV, Guangzhou TV, TVB, SCMP, NOW, RTHK, Cable TV…etc. After tons of media coverage and search clicks, Mr Fong’s innovative marketing practices have an especially strong appeal to the retail marketing sector. Consequently, Skywork’s scent & sensory marketing solutions have already been applied in many prominent brands, celebrities, events and venues covering from Hong Kong to Macau, Taiwan and Mainland China. Daniel possesses over twenty years experience in the marketing and advertising field. Prior running Skywork, he had been appointed as the Creative and Account Director of several international advertising agencies. He had led and participated in the production of many well-known and award-winning TV advertisements. After that, he opened his own marketing consultancy specialized in deriving blue ocean strategies for different brands & companies. In recent years, Daniel focuses on studying and developing scent & experiential marketing strategies. He has been invited as the keynote speaker to many large scale seminars organized in Hong Kong and China. Moreover, Daniel is also an active basketball player and a keen organizer of community services, basketball games, training, friendly league and match. He feels enjoyable mingling with young persons and he has become a voluntary mentor of the HKUST’s undergraduates.

M/C & Moderator

Q&A Session Moderator: Trish Yan

Ms Trish Yan is the Marketing Director of Skywork, the renowned scent marketing consultancy in Hong Kong. Prior joining Skywork, Trish was the full time consultant for global management consultancy Aon HK (NYSE: AON) as well as the HK government scheduled body Vocational Training Council. For the past 10 years, she partnered with various advertising masters and organized many seminars and public courses. Besides, her personal product designs were awarded in HK & New York and she had participated in a few crossover exhibitions with global brands.

M/C: Ada Chow

Project Director of Hong Kong Economic Journal/ Executive committee of public services.

Throughout the career as a marketing professional, she has developed strong knowledge on both event management and marketing communication skills for different publicity campaigns. She was responsible for organizing and supervises a number of international events.

Transportation

Venue: V322, HK Polytechnic University, Homghom

Sensation 2016 Venue Map at PolyU.jpg

Public Transportation Routes:

by MTR

Get off at the MTR Hung Hom Station at Exit A and follow the signage directing to the Hong Kong Polytechnic University. It will be a 3 min walk. The Hung Hom Station is at the intersection of the East Rail Line and the West Rail Line. A MTR System Map can be downloaded from http://www.mtr.com.hk/archive/en/services/routemap.pdf

by Bus

Tunnel Bus (from Hong Kong Island)

Take any tunnel bus passing Hong Kong Cross Harbour Tunnel, get off at the last bus stop before crossing the Tunnel in Hung Hom, Kowloon. Take the footbridge leading to the podium of the University by following the directional signage.

Available Bus Routes*: 101, 101R, 102, 102P, 102R, 103, 104, 106, 107, 108, 109, 110, 111, 112, 113, 115, 116, 117, 118, 170, 171, 171P, 182, 307

Tunnel Bus (from Kowloon or New Territories)

Available Bus Routes*: 101, 101R, 102, 102P, 102R, 103, 104, 106, 107, 108, 109, 110, 111, 112, 113, 115, 116, 117, 118, 170, 171, 171P, 182, 307

Other Buses

Take any of the bus routes stopping at Cheong Wan Road, get off at PolyU’s Cheong Wan Road entrance, and follow the directional signage for Jockey Club Auditorium on campus.

Available Bus Routes*: 5, 5C, 8, 8A, 26, 28, 41A, 98D, 98P, 215X, 81C, 87D, 973

* Declaration:

These information are prepared for the convenience of participants based on the knowledge at the time of preparation. Some of these information might be changed without the knowledge of ICM. Please refer to other sources for verifications if necessary to avoid any undesired situations.

Organizers

About ICM

Institute of Certified Marketers (icm.hk) is a non-profit professional body aims to facilitate the development of young marketing talents in Hong Kong. To certify marketers is one of the key missions of icm.hk in our platform where our members can establish their credentials on their abilities to deliver results they promised.

Our founding members are a group of executives who are passionate in helping young people and see the needs to contribute more in this developmental process. We hope more senior executives can participate in helping us to achieve our mission and it will be a long process. Our activities in the first few years will be focusing on the young talents developmental program including 3rd party management trainee program, mentoring, workshops, conferences, seminars, competitions, awards and exams.

Our core values rest with the beliefs on our young people, both in their potential to deliver results and the conscience to uphold high ethical standard, in serving the well being of the society.