Multi- sensory Marketing

Experiential marketing is something of a trendy phrase at the moment so maybe it’s time to look at the substance behind the hype.

How our senses interact has always been of interest to science and as the links become more recognised the effects are, of course, being manipulated in the corporate world.

Several studies have indicated that advertising which mentions a multi-sensory experience directs consumers towards the perception that the product is better. Coffee sellers have always been keen to entice us with the aroma but do these sensory connections work in other ways?

There is a school of thought that all our communication is multi sensory and this opens further questions. We all recognise that we have expressive body language, so does that mean that receptive body language exists – can I hear you with my fingers??

This is, I am sure an area that is going to get a little weirder and a lot more interesting yet and experiential marketing will probably be our first encounter with the results.

A Real Work Experience

It has been quite exciting in the office of late. Work experience is a fascinating concept and an interesting thing to get right and from the feedback we have received it seems that we are doing a decent job of it.

It’s important to remember that everyone who works with us brings something to the business – David came with a real passion for film and some amazing technical insights in to the latest developments, Raj developed his writing style and gave us some exciting ideas about the future of PR and Gemma reminded us all of the splendour of the English language.

And so it continues – Amy Leong will be joining us soon to experience the world of live events and another new face will surely bring in another new perspective.
Let’s just hope that we can teach her as much as she can teach us!

The HD Challenge

Since the creation of HD the two main milestones for it have been the introduction of Freeview HD and HD versions of BBC, ITV, Channel 4 and Channel 5 (adding to the 37 HD channels that Sky already have). It is hoped by HD providers that the World Cup will also be another event in which to expose people to the advantages of the new format, and act as equivalent to the Queen’s Coronation which generated a huge peak in the purchasing of colour TVs.

However, as spectacular as the effects of HD are when viewing of a film or programme, the format itself is not without its downside. The production requirements for HD material are now pretty stringent and require the material to be shot on no less than 50mb/s recording format. If, therefore, businesses want to use HD for their own video productions then they will have to abide by these new guidelines, otherwise they won’t be able to access this new sector of entertainment.

The basis of this issue though really is just an ability to move with the times. At some point, of course, HD will be the standard viewing format and this problem will arise again with whatever the next stage of TV evolution is, but at the moment the lesson is that if you want to do any PR or training stuff in HD then you’ve got to be aware that it takes extra resources to make full use of the format.

David Lewis