Published on March 1, 2014
How to make multi-sensory advertising work off-line and online?
Minimal use of MULTI-SENSORY ADVERTISING
Additional effectiveness of triggering MULTIPLE SENSES + 70% + 30% 3 senses 5 senses
Senses and ADVERTISING CHANNELS Taste Touch See Smell Hear
OFF-LINE CAN TRIGGER ALL SENSES
BUDGET REALITY: most campaigns are TV and /or online dominated
CHALLENGE: how to trigger multiple senses online and off-line and increase effectiveness?
INTEGRATED CAMPAIGN: website, Twitter, mailing,YouTube
RESPONSE: Print Power website visits 6-29% increase YouTube: 2,500 views Twitter: numerous RT and mentions Mailing: response rate 4-24%
RESPONSE RATES SENSORY MAILING 24,2 Spain 17,5 Finland 14,7 Italy 14,0 Belgium 13,3 Portugal 11,6 Austria France 10,7 Netherlands 10,6 8,0 UK 4,0 Norway 0 5 10 15 20 25 %
BUDGET REALITY: triggering more senses off-line will also increase your online effectiveness
THANK YOU Ulbe Jelluma #Printpower #ulbe
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