CRM - May 2008 - (Page 18)

ON THE SCENE: DMA B2B MARKETING Sense-sational Marketing Advertising is movin’ on up—and in, out, and around all the human senses A ll eyes and ears—and noses, Whether it’s a “pull here” flap or a popmouths, and fingers—were out taste strip, this is where consumers alert at the Direct Marketing will be inclined to take a closer look. Association’s B-to-B Market- Finally, the ad must be conducive to an ing Conference recently in Orlando. ongoing relationship, such as a link to a With a grand display of intriguing related Web site. “This is where the pieces before him, Mike Maguire, chief response happens,” he said. With ample research to back him up, executive officer of Structural Graphics, conveyed the impact of a well-designed, Maguire argued that stimulating the interactive piece of direct mail. We may senses is a strategy that works best when be the efficiency-driven, Web 2.0 gen- more than one sensory outlet is engaged. eration but when it comes to business A study by Baylor University found that we can play with, we’ll slow down for response rates for dimensional packaging were 75 percent higher the kid in us. Emails come than advertisements with and go, Maguire said, but flat packaging. Moreover, some things last forever, the average magazine reader and a three-dimensional, normally spends 1.5 seconds car-shaped brochure that has on a magazine ad whereas a a magnetic closure simulatdimensional ad can keep a ing the feel of closing a car reader intrigued for 10 secdoor is one of those things. The average consumer is Stimulating the senses onds or more. At the root of it all, our hit with 1,600 commercial impressions a day, according works best when more senses determine how we interact with the world. to Maguire, and yet a recent than one sensory Only because of them, in study by IPC Media reported outlet is engaged. fact, are we able to underthat 59 percent of adults actively avoid advertisements. Consumers stand the world at all. Sight is the most are being bombarded by excess rather powerful of the five senses, with 83 perthan quality pitches simply because cent of the information we retain advertisers blindly believe quantity is derived from the visual. Though less called for. In his presentation “Scent, explicitly associated with product recall, Taste, Lights, Sound, and Touch: It’s Not a worldwide survey found that 56 perYour Father’s Marketing!” Maguire em- cent of consumers recognized the tune phasized how an ad must promote atten- for Intel’s “Intel Inside” jingle. In a study tion, interaction, and involvement. “If of scent and propensity to buy, 84 perthere is no emotional experience,” he said, cent of consumers shown the same shoe in two different circumstances preferred “then nothing will happen.” Communicating through advertising the shoe when it was presented to them requires companies to do more than just in the more pleasantly fragrant environshow a pretty picture. The first step is ment. For 81 percent of consumers, how the stop-them-in-their-tracks attention- a product feels is heavily associated with grabber. “It’s what determines what goes the perception of quality. Taste becomes a challenge because it in the ‘keep pile’ versus the ‘toss pile,’” Maguire said. Next, high-impact ads requires an actual physical involvement should have a means of interaction: and, thus, has only ever been effectively 18 CUSTOMER RELATIONSHIP MANAGEMENT | MAY 2008 achieved through voluntary sampling. Nevertheless, taste-marketing agency First Flavor found that 87 percent of consumers were “very likely” or “somewhat likely” to purchase a product based on a positive taste experience. After being exposed to the environment, our senses then play an important role in facilitating our ability to recall that information. In time, however, consumers are bound to forget. Within a one-year period, the average human can recall with 65 percent accuracy. After three months, visual memory typically drops to 50 percent. Therefore, integrating sensory capabilities would not only increase attraction, but enhance longterm brand recognition. While engaging the five senses is an important and necessary strategy, it’s not necessarily for everyone, Maguire warned. In general, embarking on these creatives require more resources to manufacture and distribute than a simple spread in a magazine. As a result, companies need to know exactly who their target is. “Data is 50 percent or more of the formula to make sure you’re getting to the right people,” Maguire said. Because of this, the extra investment is found to be most worthwhile when conducted in B2B relationships, or other relationships of high value, such as with a senior-level executive or a casino’s high roller. Moreover, the use of these ads is encouraged at events and trade shows when a personal interaction can be secured; as part of a well-timed followup to someone who has already taken the initial bait; and as a method for effectively presenting complex messaging. Just when you think you’re done hitting all five senses, Maguire unveiled the sixth sense—what he called the Holy Grail of multisensory marketing. When the advertising strategy is in place, marketers need to be in control and maintain a holistic and integrated view of their efforts. As much as it’s about quality, the only way to get there is to set the metrics and conduct the tests. “If you can’t track it,” Maguire said, “don’t do it.” —Jessica Tsai www.destinationCRM.com http://www.destinationCRM.com

Table of Contents Feed for the Digital Edition of CRM - May 2008

CRM - May 2008 Contents Front Office Feedback Reality Check Customer Centricity The Tipping Point Is CRM Too Hard for Microsoft Vendors Go Virtual For Feedback Sense-sational Marketing How UGC Can Benefit CRM DestinationCRM Dashboard Price Check, Aisle 5 Required Reading The Moving Target The Excellence Myth Seven Steps to SOA Success And They're Off! Are You Ready to Party? Skin in the Game The Right Numbers Secret of My Success Re: Tooling Connect Pint of View

CRM - May 2008

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