In line with its innovative vocation, YEG!, has assembled a team of experts in neuromarketing, analysis, strategy and maître parfumeur to devise development projects that leverage multisensoriality and, in particular, the sense of smell, the sense that more than any other evokes ancestral memories and deep emotions.
Recent international studies and the evolution of markets confirm that, in today’s increasingly globalised and standardising landscape, multisensory innovation can be an effective and authentic distinguishing mark when applied to marketing.
The team of experts from Múses and YEG! applied this principle to the following spheres:
- Entrepreneurship
- Tourism
- Culture
- Experiences
- Hospitality
- Trade
- Territorial promotion
- Services
Building on the experience gained through the collaboration with IULM and the master’s degree in international marketing & sales communications, the team of experts from Múses and YEG! offers seminars of varying breadth and depth, to introduce the potential of olfactory involvement, suitable for university courses, training agencies, companies, local authorities, and territorial development agencies.
Case history
Banca CRS, Savigliano: experts in neuroscience and olfactory marketing from YEG! Múses carried out a study to identify the distinctive values and notes of Banca CRS. A maître parfumeur translated them into an olfactory logo, which now distinguishes the Bank’s different locations and speaks subliminally to its customers.
Quintessence, Savigliano: a sensory journey through the city of Savigliano, its buildings, churches and monuments, to show to the many visitors about the characteristic essence of each place.
Daniele Fissore exhibition, Savigliano: an exhibition of contemporary art transformed into a sensory journey, in which specific essences emphasise the characteristics of the artist’s themes.
Guido Cordero di Montezemolo exhibition, Cherasco: an olfactory and sensorial itinerary, through the sections of the exhibition and the different themes tackled by the artist: from family atmospheres to social themes, from landscapes to portraits, from seascapes to city views. So that the olfactory seduction would reinforce the visual one, for a unique and immersive visitor experience.
CDV&M, Cuneo: a careful analysis conducted among the members of the Club of Sales & Marketing Managers led to the creation of an exclusive olfactory logo summarising the characteristics, style and aspirations of the association, on the occasion of its first 35 years of activity.
The Gardens of Essences, Terre dei Savoia: an olfactory and sensory itinerary through 6 cities and 8 gardens, to tell, with specific essences, the soul of each place.
Italy at hand, Convention Bureau: 7 exclusive essences to express the 7 attractive levers of Italy from the tourism point of view. The original project, devised by Múses for the most important Italian player in the MICE sector, evokes the essence of Taste, Art, Spirituality, Lifestyle, Nature, Traditions and Innovation, anticipates the experience and accompanies travellers at every stage of their Italian experience.
