Using all the senses

At a recent DMA North seminar on a multi-sensory approach to direct marketing, Gráinne Newborough demonstrated the importance of engaging all the senses. Using touch, smell or taste helps to engage people in a much more emotional way than simply using copy and images. She peppered her presentation with examples from the likes of Daz who use door to door sampling complete with citrus smells, the Royal Mail who mailed agencies with a letter carved into a block of chocolate. The image above demonstrates that even with jumbled copy the mind works easily to interpret what is meant.