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Navarro: Make your club a sensory experience

If you want your club to stand out from the competition, appeal to as many of the senses as you can, according to Beatriz Navarro. The marketing consultant and former marketing & category director for Starbucks in Spain and Portugal made the comment today at the IHRSA European Congress in her presentation “Strategies to Creating a Leading Brand in the Current Marketplace”.

Navarro noted that we remember:

  • 1% of what we touch
  • 2% of what we hear
  • 5% of what we see
  • 15% of what we try
  • 30% of what we smell

She counseled clubs to have facilities that smell like, taste like, and sound like their brand. For example, Starbucks chooses foods that don’t have strong smells because they don’t want the food to compete with the smell of the coffee.

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