Goose bumps. That’s what all marketers aspire to. We want to design campaigns that throw an extra punch of emotion at the audience.
In experiential marketing, we rely on activating the five physical senses (sight, sound, smell, taste and touch) to communicate a brand’s persona to its key audiences. We call this multi-sensory marketing.
The real feat is eliciting the 6th sense. What does this mean?
No, it’s not about talking to dead people or seeing ghosts that go bump in the night.
It is, though, about creating clairvoyance. Originating from France, this word means to “see clearly” or to “see wise.”
Clairvoyance is defined:
1: the power or faculty of discerning objects not present to the senses
2: ability to perceive matters beyond the range of ordinary perception
3: intuitive knowledge of things and people (and brands)
4: having great insight; keenly perceptive
Clairvoyance is extrasensory perception. It’s an acute awareness beyond what you can see, smell, hear, taste or touch.
When all five senses are working together brilliantly, someone may naturally develop an intuitive power to understand and experience things around them in ways they haven’t before. Participants at your brand experience perceive your brand better; they have a new keen understanding of your brand.
This intuition isn’t something that’s easily attained, and in marketing, it goes much deeper than the hip-hop audio jingle, the velvety touch of a fabric swatch or a sugary lick of a lollipop.
Great marketing is emotional marketing. Experience gives a participant more context, more meaning, more feeling.
It’s exciting to witness a moment of epiphany at your brand experience. That moment when someone reaches an enlightening realization of what your brand means to them. They’ve had an emotional response and feel the connection. They “get” it. Everything makes sense.
Effective experiential marketing can invoke an instinctive response to a brand. Beyond logic, experience develops notions. Notions that are emotion-based and turn into convictions. Convictions that turn into brand loyalty. Which then generates advocacy.
When the 6th sense is heightened, the experiential marketing campaign worked.
Here’s a quick video by your Feature Friday host regarding this topic:
To start concepting brand experiences that can activate multiple senses, including someone’s intuitive clairvoyance, request a meeting.