Mandarin Oriental Miami See. Hear. Smell. Touch. Taste. Believe

Transcription

1 Copyright 2006 by McDaniel Consulting Ltd. Mandarin Oriental Miami See. Hear. Smell. Touch. Taste. Believe

2 times are changing.

3 quality products + competitive pricing + service differentiation

4 quality products + competitive pricing + service = cost of entry

5 it is no longer enough to meet the needs of your customers. to deliver on time with a smile. to just say who you are. to make promises. Source: RedCMarketing, IXMA International Experience Marketing Association, Martin LIndstrom

6 the new economy is the experience economy and 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. Source: The Experience Economy, Joseph Pine, James Gilmore

7 Source: Colin Shaw experience creation = escape from competing on price

8 Source: RedCMarketing nothing is real until you experience it.

9 what are your customers experiencing? are the experiences planned or staged? does everyone know their role? is everyone reading the same script? does your experience awaken the senses of smell, taste, sight, feel and look? Source: Colin Shaw, Building Great Customer Experiences

10 Source: James Paschel, PHD Moving Beyond the Coffee, Bread & Chocolate Paradigms senses play a critical role in helping consumers understand and interpret their experiences.

11 what does your brand smell like? sound like? feel like? the senses are portals to our emotions. Source: Martin Lindstrom, Brand Sense, LoveMarks sight, sound, scent, touch and taste from packaging to music, from an intangible feel to the shopping experience.

12 we re at our most effective and receptive when using all five senses. but most brand-building exercises only utilize sight and sound to get their message across. of the five senses, sight is the most important, followed by smell. touch is ranked lowest. Source: Martin Lindstrom, Brand Sense

13 Mandarin Oriental Hotel Miami a multi-sensorial experience

14 we are hard-wired for multisensory inputs. the human brain has evolved to code and interpret complex stimuli. our experiences are stronger, richer and more satisfying when we are presented with variety: images, colors, sounds, tastes, smells, touch, language, emotion. Source: University of Toronto, Department of Psychology

15 sight sight n ability to see; vision The Mandarin Oriental Miami has created a feast for the eyes, which is the most important of all five of the senses. Source: McDaniel Partners primary research, Mandarin Oriental website and overview package.

16 a breathtaking wall of multi-level floor to ceiling windows provides an unobstructed view of Biscayne Bay and the Financial District. furniture is a mix of modern and Art Deco, with an Oriental flare. décor includes carefully selected muted tones to calm and relax. guest rooms have 10-foot ceilings combined with warm colors, which makes them feel spacious and relaxing. Source: McDaniel Partners primary research, Mandarin Oriental website and overview package.

17 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 that transports guests to what feels like another world. the combination of east and west makes the tranquil setting a sensual paradise. Source: McDaniel Partners primary research, Mandarin Oriental website and overview package.

18 smell smell vb smelling, smelt or smelled. to perceive the scent of (a substance) with the nose. the Mandarin Oriental Miami uses the subtle sense of smell to enhance the guest experience. Source: McDaniel Partners primary research, Mandarin Oriental website and overview package.

19 the lobby welcomes you with an aroma that immediately soothes and relaxes. meeting rooms are infused with soft citrus scents. washrooms offer beautifully scented Molton Brown soaps and lotions. the spa smells of a rich, deep, tropical aroma of full-throated flowers and woods. Source: McDaniel Partners primary research, Mandarin Oriental website and overview package.

20 smell is under-leveraged and because of the overload of sight and sound, people are more receptive and more sensitive to communication via scent. Ingo Schweder, Director of Spas, Mandarin Oriental Source: McDaniel Partners primary research, Mandarin Oriental website and overview package.

21 sound sound n anything that can be heard; noise. Source: McDaniel Partners primary research, Mandarin Oriental website and overview package.

22 what sounds are associated with the brand? just remember to make it slow. the slower the music, the more people shop. the faster the tempo, the less they spend. Source: Brand Sense, Martin Lindstrom

23 in the lobby a collection of Asian-inspired music calm and nurture the senses. the spa uses custom designed and sequenced music a signature sound. guest rooms are equipped with high-end Bose Wave sound systems. meeting guests hear the melodious sounds of Tibetan Spa Chimes to signal the end of breaks. a sample of relaxing Zen-like music plays as you open the web page, which engage the ears. Source: McDaniel Partners primary research, Mandarin Oriental website and overview package.

24 taste taste n the sense by which the flavor of a substance is distinguished by the taste buds. Source: McDaniel Partners primary research, Mandarin Oriental website and overview package.

25 soothing ginger tea is poured at the start of luncheon meetings to calm and aid digestion. the signature restaurant, Azul, blends Latin flavors with Asian, new Caribbean and classic French influences. guests are treated to the an exotic amuse bouche compliments of the chef. exotic chocolates and truffles compliment the meal. Source: McDaniel Partners primary research, Mandarin Oriental website and overview package.

26 The truth of a thing is the feel of it, not the think of it. Stanley Kubrick

27 touch touch vb to cause or permit a part of the body to come into contact with someone or something. Source: McDaniel Partners primary research, Mandarin Oriental website and overview package.

28 furniture is comforting and luxurious to the touch with natural cottons and sumptuous silks. chilled oshibori towels are provided at the conclusion of meeting luncheons to increase energy in the afternoon. the private beach welcomes with white-cushioned day beds and cocooning hammocks. guest rooms offer weighty, plush robes and slippers. the spa provides exotic textures bamboo, rice paper, glass and natural linen. Source: McDaniel Partners primary research, Mandarin Oriental website and overview package.

29 the multi-sensorial experience = a unique sense of place The Mandarin Oriental Miami