Insight SENSARAMA
The marketable smell of succes
Austria’s Sensarama is helping gaming locations to define themselves at the sensory level with players who recognise the importance of corporate aromas.
Our five senses are fundamental to our experi- ence of the world around us. Sight, hearing, taste, smell and touch work in union, but peo- ple make use of their senses to differing degrees. As a result, there are many opinions as to how to create the right sensual combina- tion for location-based players. Some choose to maximise everything - raising volumes, turning up the colour contrasts etc. Our reac- tions to these stimuli impact upon our experi- ence at an emotional level, while the real ‘art’ is in turning sensual assumptions as to how this best works for players and casinos, into a professional and analytical process.
THE EXPERT COMPANY Sensarama is a creator of aromas. Not only
that, Sensarama unites the senses in a very special way to create a new brand for compa- nies – namely corporate aromas. The company was founded in 2000 in Graz, Austria, where the headquarters have remained. Today, Sensarama has subsidiaries in Hungary, Poland, Russia, Slovenia and South Africa. Sensarama is a privately-owned, belonging to Dr. Mario Pirzl and Dr. Elke Trobos.
So how do you create a unique brand that reflects a company’s philosophy, with which customers will associate it with its positive effect? To achieve this, one thing is clear - it is all about understanding the customer in order to create a ‘multi-sensoric’ experience that fits them perfectly. This is only possible when Sensarama has detailed information of the company philosophy and customer profiles. Understanding a customer is often based on hypotheses or as Sensarama describes them ‘hopes.’ As subjective as this sounds, it’s actu- ally proven to be a science, which can be both studied and optimised.
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Dr. Mario Pirzl Sensarama
“Our guests often state how
The first gaming project took place in South Africa – for Sun International’s Carnival City Casino near Johannesburg. Further projects followed in Bulgaria and Ukraine. One of the most significant projects was with Novomatic – at the Prater in Vienna, one of the most successful gaming locations in Europe. Mario Pirzl has made numerous presentations at the Slot Summit. The light-hearted, yet professional and extremely detailed approach has made the Sensarama presentation a favourite here.
Sensarama has developed an implementation system that transfers from the scientific to the operational level. It is Sensarama’s expertise that matches the multi-sensory experience to a particular customer, and aroma at the POS (point of sale) plays a key role. A casino or gaming location in a perfect example of a POS, being the point at which the player ‘purchases’ their entertainment.
Sensarama makes use of its ‘EPM’ programme to create the right corporate aroma and advises as to the right multi-sensoric mix. EPM stands for ‘Emotional POS Management’ (‘Emotional Point-of-Sale Management). The foundation
pleasant it smells in our casino and that this aroma is unique. Thus, this corporate aroma from Sensarama plays an
important role in our focus on excellent customer service.”
for this stems from the Limbic Map from the German Nymphenburg Group. Customers are analysed to see how they fit into the character- istics types of balance, stimulance or domi- nance.
‘Balance’ characteristics are attracted to har- mony and tradition and are opposed to change, preferring the status quo. ‘Stimulance’ is focused on hedonism and adventurism, con- stantly looking for something new. ‘Dominance’ is linked with performance and discipline - the quest to be the best. Customers
are be placed into one of these segments, enabling Sensarama to identify and select the right mixture of scents. Aromas can be generat- ed to fit each characteristic. Combining colour accents, for example, red is the typical colour for dominance, further heightens the mix.
THE EXPERT COMPANY The first projects were local yet significant ones
for Sensarama. One of the most popular shoe stores in Austria is called Humanic. The open- minded management at Humanic was aware of the positives effects of a multi-sensoric approach - waking all the senses of their cus- tomers in the right way for them to feel at ease
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