gavin fox - engage the senses
TRANSCRIPT
Mail Media Unit #EngageTheSenses
“The average consumer is exposed to 5,000 brand messages everyday.” BRAND-‐DRIVEN Conference Report (2009)
“97% of all brand communicaDons only engage two senses.” Lindstrom, M (2005), "Broad Sensory Branding", Journal of Product and Brand Management
“When brands appeal to three or more senses, and therefore different parts of the brain... brand impact and engagement increases by 70%.” MarDn Lindstrom, Brand Sense (2010)
“Tell me and I forget, Teach me and I remember, Involve me and I learn.” Benjamin Franklin (1706 – 1790)
Very few channels have the power to engage all the human senses and therefore create a mulD-‐sensory,
memorable and compelling message.
Direct mail has that power.
To demonstrate this, we sent 5 mailings over 5 consecuDve weeks.
Each mail engaged a different human sense…
Touch We humans have more tacDle receptors in our liYle fingers than we do on our enDre back. When we encounter a pleasant touch, the brain releases ‘feel good’ hormones, oxytocin and dopamine. “The skin is the largest organ of the body. We’re instantly alert to cold, heat, pain, or pressure. Experts esDmate that there are fi]y receptors per 100 square millimetres, each containing micro receptors in our brains dedicated to the senses.” (MarDn Lindstrom, Brand Sense, 2010)
Are you ready for your first engage the senses challenge? Press your hand on the panel below for 15 seconds...
Gavin
The power of direct mail is at
your finger Dps.
Sight As a result of informaDon overload, most visual messages are blocked by our perceptual filters, leading to us being highly selecDve in deciding which messages will receive our aYenDon. If visual markeDng messages can win the consumer’s aYenDon, they tend to be effecDve as...
83% of informaDon people retain is received visually. (MarDn Lindstrom, Brand Sense, 2010)
To take this senses challenge, expose the panel below to direct sunlight for one minute and see how you can…
Engage the
Senses
Taste We have about 10,000 taste buds, mostly on our tongue, which send powerful messages to the brain. “18% of the Fortune Top 1,000 brands could add taste to their brands, yet almost none have so much as given taste a cursory glance.” (MarDn Lindstrom, Brand Sense, 2010)
What does your brand taste like?
Which taste challenge will you take a]er your miracle mberry® tablet?
Level 1 (Beginner) Lemon and Limes
Grapefruits Tomatoes
Level 2 (Curious) Salt and Vinegar Crisps
Ketchup Mustard
Level 3 (Adventurous) Balsamic Vinegar
Stout Beer Hot Sauce
Sound is strongly connected to mood. In fact, sound creates mood, as well as feelings and emoDons. Hearing is passive; listening is acDve. We hear with our ears, we listen with our brains. MarkeDng messages need to be both heard and listened to if they are to influence purchase behaviour. Sound is emoDonally direct and is a powerful tool. (MarDn Lindstrom, Brand Sense, 2010)
Sound
To take this senses challenge, just whistle…
#EngageTheSenses @MailMediaUnit
Our sense of smell can dramaDcally alter our mood. Test results have showed a 40% improvement in our mood when we are exposed to a pleasant fragrance – parDcularly if that fragrance taps into a pleasant memory. There are 100,000 odours in the world, 1,000 of them are considered primary odours. Each primary odour has the potenDal to alter mood and behaviour. (MarDn Lindstrom, Brand Sense, 2010)
Smell
The lunar surface of the moon has a very disDncDve smell. Now, through the sensory
power of direct mail, you have experienced it.
One small step for direct mail...
...one giant leap for your brand.
“If you do something interesDng, people will be interested. It’s that simple.” Patrick Collister, Head of Design at Google
Here are 5 examples of interesDng and engaging direct mail communicaDons from around the world…
Indian Lass Natural CosmeDcs has minimal arDficial bits and bobs in its products, however that means the creams and ointments don’t last as long on the shelves. Working with Indian agency Mudra CommunicaDons they sent coupons to customers, printed on a leaf, that would naturally dissolve. This communicated the brand values as well as adding some urgency to the campaign.
1
New Zealand energy company, Genesis, wanted to help people reduce their bills and energy consumpDon. The idea executed by agency Dra] in NZ saw flyers with fluorescent ink printed and delivered to people’s mailboxes. Recipients literally had to turn off the lights to read the message.
2
New Zealand energy company, Genesis, wanted to help people reduce their bills and energy consumpDon. The idea executed by agency Dra] in NZ saw flyers with fluorescent ink printed and delivered to people’s mailboxes. Recipients literally had to turn off the lights to read the message.
2
Land Rovers can take on any obstacle in the desert; their owners cannot. This edible survival guide for the Arabian Desert, created by Y&R in the UAE, was delivered to 5,000 homes in Dubai. It has the nutriDonal value of a cheeseburger. It also had reflecDve packaging which you could use to signal for help.
3
Ad agency Grey Canada were challenged to come up with an interesDng way to promote the GGRP sound design company in Vancouver. They sent a flat cardboard mailing which contained a vinyl, a needle and a pencil. Recipients were asked to place the needle on the vinyl and spin using the pencil. When they did they listened to the message through music. This engaging and remarkable piece created a lot of conversaDons, on and off line. 4
Rethink Canada were asked to help bring aYenDon to the launch of US cat liYer warehouse. They infused postcards with catnip and kises went crazy for it. As soon as the mail arrived in their human’s mailboxes, the cats were drawn to the scent and pounced. When their cats like something, owners take noDce, which insured this piece of direct mail gained their aYenDon.
5
In promoDng its parcel delivery service, An Post recently sent a parDcularly engaging direct mail communicaDon. Upon opening the piece, a video automaDcally played that could be seen on a 5”x 3” LCD screen and heard through inbuilt speakers.
In just 6 weeks this communicaDon paid for itself
12 Dmes over.
The result?
“For standout, for novelty, to allow people to literally feel something, for a touch of the unexpected, direct mail’s creaDve and targeDng opportuniDes mean brands are doing the once unthinkable, and bringing mail back into the mix.” Victoria Fox, CEO of LIDA (part of the M & C Saatchi Group)
Direct mail is making a comeback and it has nothing to do with nostalgia.
It is to do with direct mail having the power to… cut through and get noDced, create memorable
experiences and connect emoDonally.
Mail Media Unit #EngageTheSenses
Mail Media Unit
Direct mail has the power to…
#EngageTheSenses