B&B + new five senses
Create a high-quality spiritual field
HIGH QUALITY
Martin Lindström, an American brand marketing master, pioneered the five-sense marketing theory in the book "Brand Sence", which aims to strengthen the emotional connection between brands and consumers and improve brand recognition and attractiveness by stimulating consumers' five senses (sight, hearing, touch, smell and taste).
However, with the development of the Internet and the progress of the consumer market, the traditional five senses marketing has been unable to meet the needs of consumers in terms of consumer experience, and the concept of "new five senses" came into being.
So, what exactly are the "new five senses"?
New Definition of the Five Senses
Definition
According to the "Xiaohongshu New Five Senses Life Style Data Insight Report", the new five senses are summarized as: relaxation, original sound, atmosphere, luxury, and socialization
Relaxation: find a balance between involution and lying flat, have a degree of relaxation, be able to deal with pressure and predicament calmly, not tight, no internal friction, rational and healthy living state.
Original sound: original, natural, pure, unprocessed and modified, returning to the original state
Sense of atmosphere: Through the creation of the overall atmosphere, people can bring in a certain mood, artistic conception and situation, which is essentially an aesthetic demand and life charm.
Sense of luxury: not vulgar, non-popular, has a certain pursuit of identity image and quality of life, and is a style of life with great quality, connotation and style.
Sociability: Through interaction, people attract each other, accompany each other, and connect, find a sense of belonging and feel self-worth.
How about the B&B brand
Use the new five senses for marketing
SOLUTION
01
Relaxation: B&B + Art Healing
In a busy modern society, people are eager to find a place to relax, heal the body and mind, and soothe the anxieties of life and work. At this time, to create a paradise hidden in the green waters and green mountains, this is a mysterious and tranquil energy field, which makes healing no longer a superficial concept, but into the public eye in a more diversified commercial form, such as singing bowl healing, mindfulness meditation, tea tasting, calligraphy and painting and other forms of artistic healing. The integration of B&B hotels and art therapy not only gives a new value dimension to the traditional tourism industry, but also satisfies the pursuit of contemporary consumers for a relaxed life.
02
Originality: B&B + cultural ecology
In the same way, people who have been in the city for a long time are accustomed to seeing high-rise buildings, seeing too many unpredictable people, and the more they grow up, the more they yearn for pure and simple things. At present, the rural cultural tourism market is so hot, and the original intention of the design of country houses is to let people experience a back-to-basics lifestyle, escape the hustle and bustle of the city, and feel the silence of nature. Therefore, to create a homestay with a sense of original sound, it is necessary to protect and respect the local cultural characteristics and regional ecology, so that consumers can intuitively feel the local customs; At the same time, some environmentally friendly materials are used in construction and decoration, and more flowers and plants are planted to create an original ecological feeling.
03
Atmosphere: B&B + immersive experience
"Immersion" is a form of expression of the upgrade of the "traditional five senses", and at the same time, the immersive scene is highly related to the sense of atmosphere, so as to affect consumers' emotions, judgments and cognitions. Scholar Krishna once proposed the concept of "sensory imprint": if a particular sensory experience can remind consumers of a specific brand, then the brand has successfully created a sensory imprint, and vice versa. For B&B brands, creating a space for consumers, unique design, warm lighting, soothing music, and refreshing aromas can effectively experience the atmosphere of a B&B. A B&B brand with a sense of atmosphere, it is like a time traveler, with beautiful stories from different eras, welcoming every guest from afar.
04
Sense of luxury: B&B + space design
In the past, people often used some "class symbols" to create a sense of luxury, but now the old money style (quiet and introverted luxury), quiet luxury style (quiet and introverted high-end), and intellectual style (high intelligence) style are popular, and "quiet and subtle high-end" has become a new trend, and people think that the real "high-end" is implicit in it, rather than the excessive stacking of label logos. For the B&B brand, it is not that the higher the cost, the larger the area, the more advanced, but to remove redundancy, pay attention to details and quality, a B&B with a sense of luxury, exquisite decorations, and exquisite furniture should show the perfect integration of elegance and quality; Comfortable bedding and soft towels should also exude a fresh breath and delicate texture. The sense of luxury is an aesthetic concept that pursues naturalness, simplicity, warmth and quietness.
05
Social: B&B + leisure sports mode
Sociality is the foundation of the B&B, and in addition to the basic leisure and vacation attributes, the social attributes are the charm of the B&B. By creating an open and interactive platform for travelers to communicate with each other and share travel experiences and moments. Therefore, in the design of the B&B, it is necessary to pay attention to the spatial layout and public area settings, create a warm and friendly social atmosphere, and carry out some leisure sports activities at the same time, so that travelers can meet new friends in the B&B, sing wine, meet confidants, and leave good memories.