How to make multi-sensory advertising work off-line and online? Ulbe Jelluma | Print Power Presentation at Digital Media and Digital Advertising Conference Nicosia (Cyprus) January 2014
How sensory marketing in print can improve the effectiveness of off-line and online activities.
May 24, 2015
This presentation demonstrates the benefits of triggering multiple senses in advertising. It shows examples and a case proving the point that when triggering multiple senses effectiveness increases with 30+ %. The increased effectiveness of off-line also impacts the online effectiveness positively.
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How to make multi-sensory advertising work off-line and online?
Ulbe Jelluma | Print PowerPresentation at Digital Media and Digital Advertising Conference
Nicosia (Cyprus) January 2014
Minimal use of MULTI-SENSORY ADVERTISING
3 senses 5 senses
+ 30%
+ 70%
Additional effectiveness of triggering MULTIPLE SENSES
Touch
Touch Smell
Taste
See Hear
Senses and ADVERTISING CHANNELS
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
www.TouchedByDM.eu
http://bit.ly/ZKKFRd
RESPONSE:
Print Power website visits 6-29% increase
YouTube: 2,500 views
Twitter: numerous RT and mentions
Mailing: response rate 4-24%
SpainFinland
ItalyBelgiumPortugal
AustriaFrance
NetherlandsUK
Norway
0 5 10 15 20 25
4,08,0
10,610,7
11,613,3
14,014,7
17,524,2
%
RESPONSE RATES SENSORY MAILING
BUDGET REALITY: triggering more senses off-line will also increase your online effectiveness
THANK YOU
Ulbe Jelluma
#Printpower
#ulbe
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