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Sensory Marketing
INTRODUCTION
‘icture is worth a thousand words’, true but what if there are a thousand pictures of different products, their logos, ads and promotions, and then it causes an information overload in our minds. Go to any public place say a mall, shopping centre or an airport, our eyes are constantly bombarded with numerous advertisements in the form of bill boards , large TV screens, posters, hoardings, etc. But after a while, say after 10 minutes if we are asked about what all products or pictures do we actually remember and in their exact form, then it is certain that we have to think intently to recollect what we saw, because there is a limit to which our brains can register what we see and recall, consciously, only the things that it wants to remember. In today’s world we are so over stimulated that it’s harder to capture our attention on one product or logo.
Research has shown that the TV advertisement recall has fallen from 34% a day in 1965 to 8% a day in 1990. Today, when asked we can barely recall 2 advertisements that we had TV that day. The Fortune 500 has shown the following spending pattern as opposed to the real relevance of each our 5 senses to our memory & emotions. As can be seen from the table marketers for long have kept their focus only on eyes and to some extent on the ears, that too individually. The other senses of smell, touch and taste have more or less been neglected. A human can smell 350000 different varieties of scents and has 10000 taste buds in the mouth and 100 touch receptors in a single finger.
PARADIGM Nourishing the Intellect