YES Challenge: “Incorporating Multisensory Marketing”

We’re continuing this week’s theme of Presence … and our next guest expert, Simon Harrop, shares insights on:

  • How multisensory elements affect mood & memory
  • Why the “neglected” senses have so much influence on branding
  • How to incorporate taste when your product has nothing to do with food
  • What new technologies are on the horizon for multisensory marketing

During the call, Simon and I also discuss this week’s Challenge related to exhibit design. Want to learn Simon’s multisensory strategies (along with all our other experts) and participate in the Challenge? Go to the registration page for Your Exhibit Success (YES) Challenge and we’ll send you all the details in your e-mail inbox.

SimonHarropSimon Harrop – CEO, BRAND Sense

In his role as a sensory marketing expert, Simon has created strategies for brands such as British Airways, P&G, General Motors and more. A strong belief in the power of the sense of smell led him to form The Aroma Company in 1993, which provides strategic brand development and promotion through the sense of smell. In 2006, he launched BRAND Sense with business partner Martin Lindstrom (author of the book, Brand Sense) and now works with companies around the globe, coaching them on how to use sensory marketing to improve emotional connection with consumers. A resident of the United Kingdom, Simon has been featured in media including the BBC, NBC, and the International Herald Tribune. He has also been a presenter for numerous events including The World Perfumery Congress, The Consumer Products Association, and TED.

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Marlys Arnold

With experiences as both an exhibitor and a show organizer, Marlys Arnold has a unique perspective on trade show exhibiting. As an exhibit marketing strategist, she travels the country consulting and training on how to create experiential exhibits that produce significantly higher numbers of qualified leads. She’s led workshops for events ranging from local consumer expos to some of the largest trade shows in the U.S. She hosts the Trade Show Insights blog/podcast, and is the author of Build a Better Trade Show Image, the Exhibitor Education Manifesto, and the ExhibitorEd Success System. She’s also the founder of the Exhibit Marketers Café, an online education community. To request an “Extra Shot of Exhibit Success” go to www.ExhibitMarketersCafe.com.

Exhibit Design That WorksStop wasting money on displays that aren’t effective!

Inside this guide, you’ll discover how to avoid the most common – and not always obvious – mistakes in exhibit design. Create a multisensory experience that exceeds expectations and connects with attendees.

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    • By Marlys Arnold