‘Dollars and sense’
9 inch axiom: Multisensory Marketing
‘The more senses you engage, the closer you get to the heart’
Fact: 83% of all commercial communication appeals only to one sense – our eyes. That leaves a paltry 17% to cater for the other four senses. This is extraordinary given that 75% of our day-to-day emotions are influenced by what we smell, and the fact that there’s a 65% chance of a mood change when exposed to a positive sound. (Martin Lindstrom from Brand Sense)
Most marketing mediums are monosensory. Radio – ears, Print – eyes, Outdoor – eyes, Direct Mail – eyes. TV and online begin to move the needle as they engage both sights and sounds. The holy grail is having the ability to create a two way brand experience that engages sight, sound, smell, touch and taste.
Here is a link to a great case study . It chronicles how Renault launched the new version of the CLIO using a media event that catered to all 5 senses. Check out the amazing results at Renault Clio: Feel Your Five Senses
Are you a 5 tool / sense marketer? Be interested to hear your thoughts on a sensory approach? Any examples to share?
Today’s Lagniappe: Here is one of my favorite riddles:
What’s greater than God . . .More evil than the Devil . . .The rich want for it . . .The poor have it . . . And if you eat it, you will die
What is it?
Clue: A higher percentage of first graders get this right than members of MENSA
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The goal of marketing is to capture the mind and ultimately conquer the heart of your target audience.
The aim of 9 INCH MARKETING is to examine that journey. We'll explore 'how to' bridge the gap between traditional and social media by taking a sensory approach to integrated marketing.
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