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  • 1.
    Andersson, Charlotte
    et al.
    Linnaeus University, Faculty of Humanities and Social Sciences, School of Cultural Sciences.
    Gustavsson, Malin
    Linnaeus University, Faculty of Humanities and Social Sciences, School of Cultural Sciences.
    Sinnesmarknadsföring: Ett effektivt verktyg för folkbibliotek?2011Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Sensory marketing

    An effective instrument for libraries?

     

    We are living in a world of constant communication and information and because of that, marketing in general seem to have no distinctive effect. Consumers become overwhelmed by all the advertising messages. Due to this, it is clear that organizations like libraries must create a deeper and more personal connection to increase user satisfaction and foster the use of services, among both users and potential users. One way to achieve this is to make use of all the emotional elements of a product or a service. This make the user perceive the service more as an experience instead of just its functioning. By putting the five senses in focus it´s possible to create an experience and with integration of all five senses more value can be added. Previous studies on this subject are rather thin and therefore the authors found it interesting to investigate whether this phenomenon could be an effective approach for libraries.The purpose of this exploratory study is to investigate how a number of selected libraries are working with stimulation through the five human senses in their marketing.

    The study consists of a qualitative approach. Four personal interviews with informants from four libraries have been conducted.

    The conclusion of this study is that the library does not work with sensory marketing, but for some of the library's activity, sensory marketing could further develop the activities and create a greater value for both the visitors and the libraries. There are some difficulties though, when sensory experience is somewhat subjective and the library is a place for everyone.

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