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See. Hear. Smell. Touch. Taste.Believe…
Copyright © 2006 by McDaniel Consulting Ltd.
Mandarin Oriental Miami
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times are changing.
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quality products+
competitive pricing
+service≠
differentiation
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quality products+
competitive pricing
+service=
cost of entry
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it is no longer enough …
Sou rce : Red CM a rketing , IXMA –Inte rnation a l Expe rien c e Ma rketing A ssoc iation, Ma rtin LIndstrom
to meet the needs ofyour customers.
to deliver on time with
a smile.
to just say who you are.
to make promises.
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the new economy is the experience economyand the criteria for success is very different.
experiences are staged.they are personal.
they are sold by stagers.they are bought by guests.they are differentiated by sensations.
Sourc e: The Experienc e Ec ono my, Josep h Pine, Jam es Gilmo re
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nothing is real until youexper ience it.
Source : Red CM arket ing
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what are your customersexperiencing?
are the experiences planned orstaged?
does everyone know their role?is everyone reading the samescript?
does your experience awakenthe senses of smell, taste, sight,
feel and look?
Source : Co l in Sha w, Build ing G reat Custome r Experienc es
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senses play a critical role in
helping consumersunderstand andinterpret their
experiences.
Source: Jam es Pasche l, PHD Moving Beyond the C of fee, Bread & Cho c o la te Parad igms
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what does your brand…
smell like?sound like?feel like?
Sou rce : Ma rtin Lind strom , Brand Sen se, LoveM a rks
the senses are portals
to our emotions.
sight, sound, scent,
touch and taste…frompackaging to music,from an intangible
“feel” to the shoppingexperience.
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we’re at our mosteffective and receptivewhen using all five senses.
but most brand-buildingexercises only utilize sightand sound to get their
message across.of the five senses, sight isthe most important,followed by smell.
touch is ranked lowest.
Sou rce : Ma rtin Lindstrom , Bra nd Sen se
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Mandarin Oriental Hotel Miami
a multi-sensorial experience
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we are hard-wired for multi-
sensory inputs.
the human brain has
evolved to code andinterpret complex stimuli.our experiences are
stronger, richer and moresatisfying when we arepresented with variety:
images, colors, sounds,tastes, smells, touch,language, emotion.
Sourc e: Universi ty of Toronto , Dep artme nt o f Psyc holog y
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sight
sightn – ability to see;
vision
The Mandarin Oriental
Miami has created afeast for the eyes, whichis the most importantof
all five of the senses.
Source : Mc Daniel Partners prim ary resea rc h, Mand arin Orienta l we b site and o verview pa c kag e.
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a breathtaking wall of multi-levelfloor to ceiling windows provides an
unobstructed view of Biscayne Bayand the Financial District.
furniture is a mix ofmodern and Art Deco, with an
Oriental flare.
décor includes carefully selectedmuted tones to calm and relax.
Source : Mc Daniel Partners prim ary resea rc h, Mand arin Orienta l we b site and o verview pa c kag e.
guest rooms have 10-foot ceilingscombined with warm colors, which
makes them feel spacious andrelaxing.
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the signature restaurant,Azul, has a magnificent white
marble open kitchen and raw bar.
floor-to-ceiling windows showcase
the picturesque bay views.
the spa has a glass elevator thattransports guests to what feels like
another world. the combination of
east and west makes the tranquilsetting a sensual paradise.
Source : Mc Daniel Partners prim ary resea rc h, Mand arin Orienta l we b site and o verview pa c kag e.
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smell
smell vb smelling, smeltor smelled. to perceive
the scent of (asubstance) with thenose.
the Mandarin OrientalMiami uses the subtlesense of smell toenhance the guestexperience.
Source : Mc Daniel Partners prim ary resea rc h, Mand arin Orienta l we b site and o verview pa c kag e.
th l bb l ith
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the lobby welcomes you withan aroma that immediately
soothes and relaxes.
Source : Mc Daniel Partners prim ary resea rc h, Mand arin Orienta l we b site and o verview pa c kag e.
the spa smells of a rich,deep, tropical aroma of
full-throated flowers andwoods.
meeting rooms areinfused with softcitrus scents.
washrooms offerbeautifully scentedMolton Brown soaps andlotions.
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Source : McDa niel Partners primary resea rc h, Mand a rin Orienta l we bsite a nd o verview pa c kag e.
“sm e ll is und e r-le ve ra g e da nd b ec a use o f theo ve rlo a d o f sig h t a ndso und , p e o p le a re m o rerec e p t ive a nd m o rese nsitive to
c omm unic a t io n v iascent.”
Ingo Schweder,Director of Spas,Mandarin Oriental
d
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sound
sound n anything that
can be heard; noise.
Source : Mc Daniel Partners prim ary resea rc h, Mand arin Orienta l we b site and o verview pa c kag e.
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what sounds areassociated with thebrand?
just remember to makeit slow.
the slower the music,the more peopleshop. the faster
the tempo,the lessthey spend.
Sou rce : Bra nd Sen se, Ma rtin Lindstrom
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in the lobby a collection of Asian-inspiredmusic calm and nurture the senses.
the spa uses custom designed and
sequenced music – a signature sound.guest rooms are equipped with high-endBose Wave sound systems.
meeting guests hear the melodioussounds of Tibetan Spa Chimes to signalthe end of breaks.
a sample of relaxing Zen-like musicplays as you open the web page, whichengage the ears.
Source : Mc Daniel Partners prim ary resea rc h, Mand arin Orienta l we b site and o verview pa c kag e.
t t
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taste
taste n the sense bywhich the flavor of asubstance isdistinguished by thetaste buds.
Source : Mc Daniel Partners prim ary resea rc h, Mand arin Orienta l we b site and o verview pa c kag e.
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soothing ginger tea is pouredat the start of luncheonmeetings to calm and aiddigestion.
the signature restaurant, Azul,blends Latin flavors with Asian,new Caribbean and classic
French influences.
guests are treated to the anexotic “amuse bouche”
compliments of the chef.
exotic chocolates and trufflescompliment the meal.
Source : Mc Daniel Partners prim ary resea rc h, Mand arin Orienta l we b site and o verview pa c kag e.
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The truth of a thing isthe feel of it, not
the think of it.
Stanley Kubrick
touch
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touch
touch vb to cause orpermit a part of thebody to come into
contact withsomeone orsomething.
Source : Mc Daniel Partners prim ary resea rc h, Mand arin Orienta l we b site and o verview pa c kag e.
furniture is comforting and luxurious to the touch with
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furniture is comforting and luxurious to the touch withnatural cottons and sumptuous silks.
chilled ‘oshibori’ towels are provided at theconclusion of meeting luncheons to increase energyin the afternoon.
the private beach welcomes with white-cushionedday beds and cocooning hammocks.
guest rooms offer weighty,plush robes and slippers.
the spa provides exotictextures – bamboo, ricepaper, glass and naturallinen.
Source : Mc Daniel Partners prim ary resea rc h, Mand arin Orienta l we b site and o verview pa c kag e.
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the multi-sensorialexperience
= a unique sense
of place
The
MandarinOriental
Miami