Classical Conditioning and The Five Senses Within Body Combat

Classical Conditioning and The Five Senses Within Body Combat

Bobbie Atkinson April 2016

Body Combat has been rated three stars, this is as a result of how often the techniques are used. There is potential for these techniques to be much more successful if used more frequently, also as there hasn't been a way of measuring the success the rating cannot be any higher than three stars.  

The Sacred and Profane Consumption of Scarborough

The Sacred and Profane Consumption of Scarborough

Bobbie Atkinson April 2016

This example of experiential marketing has been given a four star rating as Scarborough is over flowing with sacred aspects that results in thousands of tourists each year. The only reason it has not reached five stars is the fact that certain things have become profane which is spoken about within the video.

This video includes recordings taken by the author and Jonny Rowe who has been assisting the author with her graphic design. a few images shown where taken from another source due to timing of the video, the sources have been identified below.

Reference listDelcampe. (2000). Scarborough Postcards. Retrieved from http://www.delcampe.net/page/item/id,150946673,var,SCARBOROUGHZOOANDMARINELA NDMULTIVIEWOLDPOSTCARD, language,E.html.Flickr. (n/d). Scarborough. Retrieved from https://www.flickr.com/photos/24842486@N07/3826282981.
Geograph. (2011). Rock pool near Pace Hill, Seahouses Harbour. Retrieved from http://www.geograph.org.uk/photo/2401242.JanaSays. (2016). Rocks. Retrieved from http://janasays.com/wpcontent/uploads/2012/05/rocks.jpg.
Nottingham Contemporary . (2011). Wayne Burrows. Retrieved from https://wayneburrowsnc.wordpress.com/2011/02/14/appropriationsi/.
Robinson, D. (2014). Daniel Photography. Retrieved from https://www.facebook.com/photographedbydan/.
Rowe, J. (2015). Dust and Bone. Retrieved from http://www.dustandbone.com/.
Wallpaperinside. (n/d). Seashells. Retrieved from https://wallpapersinside.com/404/.Scarborough Yorkshire. (2013). Scarborough Fair William Street Coach Park 2013 [Video file]. Retrieved from https://www.youtube.com/watch?v=-qC8q8Z6ZpM 

Dust and Bone Sensory Experience

Dust and Bone new marketing idea

Bobbie Atkinson March 2016

Dust and Bone is a clothing Brand owned by Jonny Rowe, the graphic designer who has been supporting me, Bobbie Atkinson with my branding of Rating Marketing. This blog is going to be discussing Dust and Bone, and presenting new ideas to market the brand. This blog is going to be written in first person, as the ideas discussed are my ideas that I have given to the owner of Dust and Bone.


Dust and Bone was first founded six months ago, it is only a new business and its success is growing through promotion using social media and the website in which the clothing is sold. Jonny Rowe has purely been promoting his business by posting photos of the clothing on Instagram and Facebook, as well as designing his own website with his art work shown on the site which gives it a personal feel. The negative points of Dust and Bones marketing techniques is that the brand is not getting promoted enough to stick in people's minds, and no theories have been used within the marketing in order to reach specific aims or goals.

The theory that my new brand idea relates to is Sensory Marketing and the Perceptual Process and also the Schema of Dust and Bones audience. Our senses are what dictates what appeals to us, this can happen through the following senses being stimulated; vision, smell, hearing, touch and taste. Perception comes after the senses are stimulated and is how the senses are selected, organised and interpreted. This is where the new marketing experience comes in, as this can control how the senses are interpreted in order to make Dust and Bone more successful. Not all the senses will be focused on throughout the sensory experience as not all are relevant, however touch and hearing will be the ones that will be stimulated the most. Vision will also be focused on as every task the consumers take part in will have exciting and eye catching designs to look at.

                                                                                                                                                                                                                              It is extremely important to differentiate a brand from the competition, and to think of

ways of repositioning the brand that other companies have not thought of ( Cobos, 2012). This way traditional schemes can be broken, and marketing can be taken to a whole new level ( Cobos, 2012). This is where sensory marketing can be used as it is the use of senses through stimuli which can be designed to directly relate to a specific brand ( Cobos, 2012).
This brings us on to our final theory which relates to the schema of the audience, as how the senses are interpreted is based on the schema. The "schema" of an audience is a set of beliefs that they have, for example the schema of Dust and Bones audience is to have freedom to express their inner thoughts through art. This is why all the art work on the clothing is very unique and all have hidden meanings created by the designer Jonny Rowe. 
                                                                                                                                                                                                                         

As Dust and Bone has only used traditional marketing techniques I have come up with a sensory event experience located in Dust and Bones studio which will ensure Dust and Bone will be remembered by many. Research has shown that when a consumer has the opportunity to touch a product and be more involved, they have a more emotional connection to the product and will result in them being more likely to buy the product than if they just looked at it. This is why a sensory exhibition of Dust and Bones products, linked with a master class workshop of drawing and designing would be the perfect opportunity to get consumers involved in everything that Jonny Rowe does. This would also be a free event as it would not cost the owner very much, and would ensure more people would turn up.



Within the studio there are three different rooms, this way the event can be ran like a circuit spending half an hour in each room; all consumers can move from

one room to the other to ensure they have experienced everything and their senses will have been stimulated. The first room will consist of a drawing master class, this will include a small group of people being taught by Jonny, they will all get the chance to design a t-shirt and the winning idea will be put on a piece of clothing and then be sold on the Dust and bone website. As the consumers are totally involved in this experience and also have the chance to sell their art, they will have more motivation to be involved. The second room will be an Illustrator and Photoshop master class, During this workshop the owner will teach the consumers how to use the design they have just made and transfer it onto a t-shirt online ready to sell. 

The final section of the exhibition would be where the consumers have the chance to look, touch and try on all of the Dust and Bone products. This way they will have a more emotional connection to them as they can see what they look

like on, and if they are pleased with the outcome they will find it more difficult not to purchase them. Jonny Rowe can then take photos of the consumers wearing the products to use for future promotion. As the consumers have been through the full process of designing, making and trying on the products the emotional connection will be extremely strong and the brand will definitely stick in their minds.

Jonny Rowe's talents do not stop their, he also produces music. Therefore to stimulate the hearing sense of his consumers, his own music will be played throughout the exhibition to create an atmosphere that will influence their mood and also responsiveness to their senses being stimulated; in the hope it will result in more products being sold. the sense of smell will also be stimulated throughout the whole exhibition as the studio has a very rustic feel and is an old building the natural smell is like a museum and links in to the rest of the event to create the ambience.

As discussed before the schema of the audience is young people that believe they should be able to express themselves through art, this event is perfect for this type of audience as by designing their own clothing with their own feelings and expression they have as much freedom as they want.

A link to the Dust and Bone website is below:
http://www.dustandbone.com/

Here is the star rating for Dust and Bones marketing techniques at the moment:

This star rating has been chosen as a result of the traditional marketing techniques used and basic use of social media. However with the new ideas proposed within the blog it could easily be increased to a five star rating.

References used

Cobos, H. (2012, April 13). SENSORY MARKETING AND BRANDING: THE POWER OF THE SENSES [Web log post]. Retrieved from http://morethanbranding.com/2012/04/13/sensory-marketing-and-branding-the-power-of-the-senses/.

All pictures have been given by Jonny Rowe the owner of Dust and Bone

Star Wars: The Force Awakens

The Self Concept being used through experiential marketing in Star Wars:
The Force Awakens

Bobbie Atkinson February 2016

This blog is going to be written in first person, as I have personal opinions about this topic. I have also only recently been a viewer of this particular film and I am extremely pleased with what I have seen. I have never been a fan of the Star Wars films; however, I had always been under the impression women were portrayed in quite a strong way.

The "Self Concept theory" is used very often in marketing, it can be categorised into four different types which are the self-image, this is how consumers see themselves, the ideal self-image, which is how consumers would like to see themselves, the social self-image, which is how they feel other people see them and the ideal social self-image, this is how they would like other people to see them. One reason this is a great theory to use within experiential marketing is because of how women have been portrayed and perceived in other films. I do not believe it would be a shock to anyone to hear that in many films it is seen that a majority of men prefer women to be helpless and unintelligent yet attractive. Having very beautiful, thin and unintelligent women in films usually attracts men to watch them.

I do not believe this is how women want to be perceived, as some women are much more intelligent, independent and strong than most men. This is why I think that the new Star Wars film has successfully used the self- concept theory, in order to show women, they can be their “ideal self” and that men and people all over the world also see them as their “social self- image”. Right from the beginning of the film a women named Rey is shown as an independent young woman, living on her own working each day just to feed herself. Throughout the film she is one of the main characters, she continues to be strong helping others and even helping big male characters in the film through certain near death experiences.

Rey is also perceived as extremely intelligent throughout the film, she is able to fix planes, fly a plane and by the end of the film realises she is a Jedi and holds more power than most men in the film. Rey is not the only woman in the film to be shown in this way, there are no damsels in distress during the new Star Wars film and women characters are shown to be strong, smart and powerful. In my opinion, this is a fantastic use of experiential marketing as any women seeing this film is going to feel like they can be their “ideal self” and their “social self-image” will be seen by others. This film is showing not only women, but all genders and ages that women are just as strong and powerful as men in whatever they do. I also believe the film will give women more confidence to be their “ideal self” women will now understand some men do prefer strong and independent women appose to just attractive women. As this was the first time I have seen a Star Wars film, in my opinion as women are shown in such a fantastic way, I do believe the use of marketing will result in the series of films being much more appealing to women.

This rating has been chosen because as well as what is spoken about in this blog, the film as a whole is promoted in a great way and is extremely popular and loved by many.

References used

• Gration, D., Raciti, M., & Arcodia, C. (2011). The role of consumer self-concept in marketing festivals. Journal of Travel & Tourism Marketing, 28(6), 644-655. doi:10.1080/10548408.2011.603631

John Lewis Christmas Advert 2015

The advert everyone has been waiting for

Bobbie Atkinson November 2015

When consumers go through the process of making a decision to buy something there needs to be motivation to do so, and this motivation stems from the buyers need to be satisfied. Maslow's Hierarchy of needs explains all the different needs a consumer has, and this is what marketers use to influence their target markets decisions. 

Each year John Lewis bring out an advert around Christmas time, it has now become something everyone looks forward to. Last year the story was about a young boy who befriended a penguin and saw his needs for a female partner. The story ended with the boy making the penguins Christmas by giving him what he wanted which was love, it also showed that the two penguins were stuffed animals the whole time despite the people watching being emotionally attached.

The time everyone was waiting for 8:00am Friday the 6th November, the on-line release of the 2015 advert. John Lewis is famous for their Christmas adverts and how they play on the viewers emotions each time. This year the story aimed to get across the message "Show someone their loved this Christmas". The advert showed a young girl looking through a telescope to the moon and seeing an elderly man all alone around Christmas time, by the end of the advert she had sent a telescope up there to him so they could finally see each other, and it ended with the man crying. This is a simple yet effective way of connecting with the viewers.

The third stage of Maslows Hierarchy of needs is love and belonging, which is the need for friends and family. Everyone has the need to love and to be loved, John Lewis is very clever in the way that they use family and love in their adverts as a way of connecting them to their audience. Also as Christmas is all about friends and family, when the viewers see the adverts and feel emotionally attached it gives them more motivation to shop with John Lewis.

The company have also used sensory marketing, having focused on visual and hearing. The visuals in this advert are very strong, putting across a very strong message. Throughout the advert is a young child doing all she can to make an elderly man's Christmas instead of focusing on what children usually do around the holidays. Visually this entralls the audience in a way that they want to watch the full advert to see how the story ends. Also throughout the advertisement the song "Half the world away by Aurora" is playing. This is focusing on the sense hearing, it is a very emotional song and despite the consumers watching the advert, having that song playing in the background is going to subconsciously bring more emotion to what they are watching.

This years advert has used experiential marketing very well as everyone on social media is talking about this advert, and will surely be waiting impatiently for the next one.

Follow this link to see the Man on the moon 2015 John Lewis advert: https://www.youtube.com/watch?v=wuz2ILq4UeA

This rating has been chosen because the adverts each year have always been a success, cause so much discussion on social media and is something consumers wait for each year. It has not reached five stars as despite enjoying the adverts I have never purchased a product from John Lewis. 

Juice Plus Goes Viral

How do they do it? 

Bobbie Atkinson October 2015
Juice plus is a whole food based nutrition which includes juice powder concentrates from thirty different fruit, vegetables and grains; that is supposed to be the difference between what the customers are supposed to eat and what they do eat. It comes in different forms such as fruit, vegetable and berry capsules that you take each day, or shakes that go along side the consumers meals. Each type of capsule and shake are supposed to have different types of benefits, which gives the company and representatives an advantage to aim their products at different audiences. For example the benefits of the berry capsules are clearer skin, quicker hair growth and an increase in energy levels, this means Juice Plus is not only for people wanting to loose weight or improve their health. 

Juice Plus has been so successful not only because of the physical results, but because of how clever the company has been with experiential marketing techniques. Within marketing schema is a set of beliefs that everyone has, and certain groups of consumers may also have the same beliefs. It has been clear this year that most young women between the ages of 16 and 25 have been focusing on getting fit, healthy, and improving their overall well-being.  The staff marketing this product have noticed this and used it to their advantage. Social media has been the main source for marketing as Facebook, twitter and Instagram are the best and quickest ways of reaching out to their target audience.

There are thousands of Juice Plus representatives working on-line to promote the product and share their experiences and progress with the world. Whilst focusing on the potential consumers schema they also use sensory marketing by stimulating the audiences visual, taste and hearing senses throughout the promotions. They firstly do this by posting motivational videos of eating plans, exercise routines and inspiring messages to encourage people to either carry on buying the product or to start the journey to improving their health. Taste and visuals are focused on a lot throughout the marketing as representatives post photos of healthy and nutritious meals and shakes, aiming to encourage people to eat healthier along side their Juice Plus programme. Consumers will then see an improvement in their weight loss resulting in them continuing to purchase the product.

Priming is a process that adds layers to the marketing material to keep the consumers interested long enough so that they are 'hooked' to the product and make a purchase. Juice Plus is extremely consistent with this method as not only do they advertise straight from the company to the public, they ensure their representatives update social networking sites daily and sometimes even hourly promoting how well their consumers are doing and how well the representatives are doing themselves. It has become almost impossible to scroll down Facebook and not see a post about the product.

It is clear the company has been successful with the amount of people on-line using the product and seeing fantastic results. I believe not only from a marketing perspective but also from a personal perspective that the techniques used have been a success because I personally have purchased this product after seeing the constant inspiration and encouragement on social media. The only weaknesses is that the product is mainly aimed at younger people, however with the benefits of Juice Plus for overall health it should be targeted more broadly so that everyone has the equal opportunity to hear about this product. Also all Juice Plus products are only for sale on-line therefore people who do not have access to the internet are not able to purchase this product. 



This rating has been chosen as it is clear the marketing techniques have been successful however as it did not result in me personally purchasing the product it does not deserve five stars.