Scent, Taste, Lights, Sound and Touch It

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Welcome!
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Scent, Taste, Lights, Sound and TouchIts Not
Your Fathers Marketing!
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Agenda

• Current environment
• Whats the Buzz?
• The science
• What the experts are saying
• Marketing to the five senses who is doing it?
  does it work?
• Applications and techniques when and how to use
  them
• Integration and the sixth sense

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Current Environment

• Increased media choices and media channels (often
  self directed)
• Emergence of new media
• 1,600 commercial impressions a day
• 42 increase in adult respondents saying they
  feel bombarded by advertising1
• 59 of consumers actively avoid ads1
• 1 - IPC Media

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Current Environment

• Media is actively chosen
• Increase in choices allows purchase decisions to
  be based on individual and potentially specific
  attitudes, interests and values
• (media) puts too much emphasis on numbers, not
  quality, the involvement and interactivity of
  customers is more important than numbers.
• Anthony Young, CEO Zenith Optimum

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Current Environment

• Bolstered by tough global competition and
  increased expectations for higher financial
  performance, brands are increasingly looking for
  effective ways to foster stronger connections
  with their customers.
• - Jana Zednickova, Lippincott Mercer

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Current Environment

• If you want more engagement (with your
  customers) make a more engaging ad.
• Roger Brown - FCB

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Whats the Buzz?
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The Science
Touch
Taste
Sound
Smell
Sight
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Consider these facts
Scent Scents have the potential to influence
mood behavior. Example Two identical pairs
of Nike running shoes placed in identical rooms.
One room was infused with a pleasant fragrance.
Consumers preferred the shoes in the fragrant
room by 84.
Sight Vision is the most powerful of our five
senses. 83 of the information people retain is
received visually.
Sound Sound is hard-wired into our emotional
circuits. Consider that 56 of consumers in the
world recognize the Intel Inside tune.
Touch How a brand feels is directly connected
to its perceived quality. 81 of consumers
believe how an item feels is more important than
how it looks.
Taste Communicate the taste of your brand in
your advertising? Now you actually can.
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The Science

• Facts about how we process information through
  the senses

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The Science

• After one year, we can recall smell with 65
  accuracy. By comparison, after only three months,
  visual recall of photos drops to 50
• Daily News/Dallas Today
• 75 of emotional connections are based on scent
• IPC Media

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Some more facts

• When consumers recall more than one sensory
  impression that a product has conveyed, brand
  loyalty is around 60
• Theres a 65 chance of a mood change when
  exposed to a positive sound.
• Only 19 of consumers worldwide believe the look
  of clothing is more important that how it feels!

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Relevance of the senses influencing consumer
buying decisions
According to Pro Carton
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The Science in Everyday Life

• One enchanted evening
• Moms cooking
• Name that tune
• Cotton vs. polyester
• The dentists office
• Christmas morning

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What the Experts are Saying

• When consumers can recall multiple sensory
  impressions that a product (brand) has conveyed,
  brand or product loyalty is around 60
• - Packaging Digest

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What the Experts are saying

• Response rates for a dimensional package are 75
  higher than those for a conventional, flat letter
  - (Baylor University Study)
• 40 of magazine readers remember a flat ad. 91
  remember a high-impact, interactive insert -
  (Time Magazine Study)
• The average magazine reader spends 1.5 seconds on
  a magazine ad. A dimensional ad can hold a
  reader for 10 seconds or more (independent
  agency study)
• The recall rate for dimensional print is 35
  higher than that of a flat ad - (independent
  focus group/Sony)

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What the Experts are saying

• 87 of consumers surveyed indicated they were
  very likely or somewhat likely to buy a product
  based on a positive experience with a taste strip
• First Flavor

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What the experts are saying

• By engaging all 5 senses in the merchandising
  experience, you create a memory that hooks
  positively into your customers emotional bank.
• - Andrea Syverson

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What the Experts are Saying

• If a company can associate a mood state with a
  smell, it can transfer that happy feeling to the
  product. Those that dont lock in that
  connection risk being left behind.
• - Dr. Alan R. Hirsch

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What the Experts are Saying

• As scent marketing technology becomes more user
  friendly and flexible, its being applied to a
  much broader range of marketing applications.
• - Diane Crecca, Arcade Marketing

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What the Experts are Saying

• Learning can be enhanced by stimulation of the
  senses especially visual. If multiple senses
  are stimulated, greater learning takes place. -
  Laird 1985
• 83 of commercial communication appeals only to
  sight. - Geoff Crook

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What the Experts are Saying

• Were seeing that by combining
  tactile/3-D/interactive mailing pieces with
  engaging on-line experiences we can increase ROI
  dramatically.
• Reide Rosen, DR Communications

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What the Experts are Saying

• Theres a 65 chance of a mood change when
  exposed to a positive sound.
• - Martin Lindstrom, Brand Sense

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What the Experts are Saying

• Studies have shown that a scented environment
  leads to consumers staying longer, and spending
  more. A study of Las Vegas slot players showed
  they spent 45 more in a scented environment than
  those in an unscented one.

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What the Experts are Saying

• Tell me and I forget. Show me and I remember.
  Involve me and I understand
• Confucious

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Marketing to the Five Senses

• Who is doing it?
• Why does it work?

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Who is leveraging the senses?
CASE STUDY

• Challenge
• Unilever needed to freshen up perceptions of its
  Snuggle fabric softener
• Losing share to Downy
• Solution
• First time scent used in magazine ad in the
  fabric softener category
• Scent strips had never been used for a laundry
  brand
• Results
• The positive change in consumer attitude directly
  resulted in strong sales numbers for Sunkissed
  Breeze
• It improved Snuggles fragrance credentials among
  consumers, with research showing very significant
  movement and closing the gap with key competition
  almost instantaneously

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Who is leveraging the senses?

• California Milk Processing Board Bus Shelter
  Program
• Verizon Chocolate phone
• Honda Chocolate promotion

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Who is leveraging the senses?

• Pepsi Jazz
• Scent, sound, 3D
• Magazine
• Yankee Candle
• Oreos and Earl

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Who is leveraging the senses?

• Fuzzy Tide magazine insert
• Magazine insert used topromote Tide with a
  Touch of Downy
• Bottle is made with actual fuzz

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Who is leveraging the senses?

• Westin Hotels White Tea scent chain wide
• Nestle Cappuccino
• Rolls Royce 1965 Silver Cloud scent
• Miller black light textured label promotion
  (33 lift)
• Budweiser not every beer makes you feel this
  rough sandpaper insert

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Who is leveraging the senses?
CASE STUDY

• Challenge
• Deliver a holiday discount offer
• Drive sales
• Drive traffic
• Solution
• Flapper self mailer
• Personalized content
• Results
• We consistently see double digit response rates
  and triple digit ROI percentages each time we use
  the Flapper. It is an invaluable piece when it
  comes to getting our customers engaged and into
  our channels. - Franklin Covey Rep

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Who is leveraging the senses?
CASE STUDY

• Challenge
• Inform and interest loyal Honda customers about
  new CR-V launch
• Demonstrate vehicles attributes as they relate
  to customer lifestyles and needs
• Drive traffic to interactive site
• Reinforce brand personality
• Solution
• Interactive wheel self mailer in combination with
  email campaign
• Results
• 100 cost per acquisition
• Double digit gain in sales vs. control
  promotion mix
• Combination of email and high-impact DM worked
  better than tools used separately

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Who is leveraging the senses?
CASE STUDY

• Challenge
• To introduce the new 3 Musketeers Mint Bar
• Solution
• A magazine insert with a dimensional arm that
  holds an actual-sized picture of the chocolate
  bar
• Bar holds a peel and sniff example of what the
  new chocolate bar smells like
• Results
• 4th Qtr sales were projected at 8MM. The actual
  number came in at 20MM
• The new candy bar became 1 in its category in
  the 4th quarter
• MARS had to reallocate production resources in
  order to produce enough new product to meet
  demand
• Uniworld was named top MARS agency of 2007

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Who is leveraging the senses?
CASE STUDY

• Challenge
• Educate consumers on the benefitsof Prilosec in
  an engaging way
• Solution
• Magazine insert with tipped onmini-brochure
• Cover of the brochure is made with actualpurple
  fuzz
• Results
• Print is a difficult medium to really capture
  and engage the consumer. Interactive print
  technology serves to enhance the creative while
  allowing it break through the clutter. -
  Associate Creative Director DDB Chicago

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Who is leveraging the senses?

• Direct Mail
• With new Taste Strip taste technology it is now
  possible to deliver the taste of your brand.
• Dont just communicate it - actually delivery it!

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Who is leveraging the senses?

• Welchs Taste Ad
• Welchs placed a Peel-and-taste ad in People
  magazine

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What about B to B?
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• BTB purchasers really have two heads

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Who is leveraging the senses in B to B?
CASE STUDY

• Challenge
• Educate benefits on the features and benefitsof
  SONY Digital imaging
• Solution
• Self-mailer incorporating a Magic Windowdesign
  on the cover - one image transforms into another
• Results
• Average time spent with this direct mail piece
  41 minutes
• Rate of recall among recipients 90
• Average time piece was retained by recipients 4
  months

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Who is leveraging the senses?
CASE STUDY

• Challenge
• Educate physicians on the benefits of NECs IP
  Soft Phone
• Solution
• Dimensional mailer with an actual replica of the
  phone inside
• Results
• This mailer achieved an 8 ROI
• It generated 240 leads, 20 of which were HOT

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Who is leveraging the senses?

• LoJack Rolling Car brochure
• Sent to a list of selectautomotive dealers
• Was used as aCounter-Top Display

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Who is leveraging the senses?

• Victorias Secret Media Kitwith sound module
• Folder whistles when itsopened

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Who is leveraging the senses?

• Optimum Lightpath Pigeon Mailer
• Mailer was sent to small businesses to promote
  speed of Optimum Lightpaths Internetbusiness
  solutions

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Who is leveraging the senses in B to B?

• Concord Litho
• Rufus the chocolate lab
• Magazine and DM

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Who is leveraging the senses in B to B?

• Wired Magazine used Fiber Optics Light
  technology as an interactive invitation for
  their annual show in Las Vegas

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Who is leveraging the senses in B to B?

• This box delivered an invitationto a preview of
  the brand new Lumiere Place Casino and Hotel
• Upon opening, white L.E.D bulbs light up behind
  a diffused mylar

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Three out of five aint bad?

• B to B a leader in adopting sight sound and
  touch, slow to adopt scent and taste
• Less literal applications
• Volume limitations
• Often forget we are still marketing to people!

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Applications and Techniques

• 3D and moving lenticulars
• Tactile surfaces
• Flocking
• Textured varnishes, UV treatments
• Metallic foils and treatments
• Scent strips
• Scented varnishes

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Applications and Techniques

• Lights/fiber optics
• Sound
• Glitter, Sandpaper
• Pop-ups
• Illusions, sliders, wheels
• Die cuts
• Creative folding

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Marketing to the Five Senses

• Why does it work?
• Marketing to the full five senses works because
  it deepens and accelerates the three stages of
  marketing communication
• Attention
• Interaction
• Involvement

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Attention Phase

• Average consumer is exposed to over 3000
  advertising messages a day
• Hey, whats this stopped in their tracks
• Format
• Copy
• Graphics
• Branding
• Makes it to the keep pileand avoids toss pile
• It is not negative attention
• Marketing is communication if you dont have
  the targets attention, the communication process
  cannot begin

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Interaction Phase

• The envelope, box, email has been opened
• You have started to dance, but its not yet a
  tango
• Hmmmmm.lets take a closer look at this
• Only occurs when there is an alignment of
  perceived benefit and offer invites exploration
• A connection has been made and credibility is
  beginning to be established

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Involvement Phase

• Now were dancing cheek to cheek!
• Benefit is clear and offer rings true
• Fully engaged target first step if
  communication has begun
• Repetition occurs, questions get answered
• Target begins to invest time
• I understand it, I like it and I want to do
  something about it!

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When does a multiple sense strategy make sense?

• Product introduction
• B to B (high value relationship)
• Well protected prospect base C level executives
  (hard to reach) and buying cells

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Attention, Interaction, Involvement

• All three must occur for customers and prospects
  to respond and take action
• The further you can get your target move through
  these three areas the more likely you will get
  action and response.
• Using tools that leverage all the senses can help
  you get customers and prospects through this
  process on the way to a higher ROI

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When does a multiple sense strategy make sense?

• Enhance sample and premium delivery strategies
• Events/trade shows
• Combined with well-timed follow-up
• Complex messaging/demonstration tool

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When does a multiple sense strategy make sense?

• More targeted Special Ops
• Used less as a Hail Mary Pass
• Data driven
• More integrated than ever
• Email
• Website
• Telemarketing
• Conventional DM
• Sales force

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When does a multiple sense strategy make sense?

• Integrated with electronic and other tactical
  executions
• One shots rarely work
• Once you bust the gates open, something
  meaningful (valued content) needs to follow
• Highly track able and measurable
• Response, sales, store visits, coupon redemption
• If you cant track it, dont do it

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When does a multiple sense strategy make sense?

• Only when you have very good data and a solid
  understanding of your target
• How is data used and stored?
• Data is tested, not take at face value
• Tested against white mail control
• Lots of experience with your target

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DM Integration and the sixth sense

• Sixth sense defined an ability to perceive
  things in ways, which transcend the use of the
  traditional five senses

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DM Integration and the sixth sense

• Utilizing the five senses is leverage
• Incorporating the sixth sense is the holy grail!
• Seeing all of your marketing tools in an
  integrated and holistic way
• Utilizing metrics and data to target better,
  integrate better, test better and evolve your
  approach

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Aspen Profit Advantage

• Challenge
• Generate leads from a highly protected target
  prospect pool process industry executives
• Sub brand the Aspen Value Process
• Test multi-channel approach
• Appear local in an international approach
• Solution
• Highly targeted, fully integrated campaign
  including High-impact mailer, post cards, email,
  brochure, banner advertising, landing page

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Aspen Profit Advantage

• Results
• 4,500 successful contacts
• 100 requests for AVP estimates
• Two multi-million dollar relationships acquired
• 30 increase in brand awareness(tracking study)

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Telescoping Box promoting Razadyne ER

• Challenge
• Educate doctors of benefits of Alzheimer's
  medication
• Deliver premium
• Encourage patient participation in clinical trial
• Drive doctors to website for an e-detail
• Solution
• Multi-wave high-impact DM including Telescoping
  box with premium and post it combined with
  reminders and interactive e-detail web site
• Results
• Ave. 2 eDetailing sessions per response
• 68.9 NRx increase
• 12-month ROI 460
• 24-month ROI 820

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Ultram ER Slide Chart

• Challenge
• Communicate benefits of product in Extended
  release form to doctors
• Clearly demonstrate the dose timing with regard
  to other therapies
• Drive doctors to e-detail site for additional
  information
• Solution
• Five waves of high-impact direct mail combined
  with three reminders and an e-detail site
• Results
• 98.4 NRx increase
• 6-month ROI 651
• 12-month ROI (Projected) 1098
• 24-month ROI (Projected) 3916

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Thank you!

• Questions?

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Thanks to

• Martin Lindstroms Brand Sense
• IPC Publishing
• First Flavor
• Packaging Digest
• Arcade Marketing
• DR Communications
• FCB
• Lippincott Mercer