Sixth Sense Marketing: Creating ideas that activate demand

Issued by: Exp. | 18 May 2005 09:16
At the 2005 Experiential Summit in Chicago, Cathy Bessant - CMO for Bank of America - said "Traditional advertising requires seven times more spend today to be effective, than it did five years ago, and even if consumers are listening over time, they are shutting the door on true engagement through this medium." So what drives demand?
For 25 years, Exp. has been personally connecting with consumers through experiential solutions that engage with them, helping them understand the brand opportunity better, and influencing their consumption habit and lifestyle.

The experiential opportunity is to make maximum use of the five senses in communicating key messages to a targeted audience. The more senses the experience employs, the more effective the engagement will be. This is borne out in learning's gleaned from the world's largest experiential coffee campaign in China, where the Brand challenge was to convert an entrenched tea culture market into a trial phase, consumption and long term penetration.

For ten years, the communications campaign dealt solely with the senses of 'sight' and 'sound' through traditional classical media. Penetration was limited. The Brand office and Exp. developed an experiential solution that formed part of the Brands long term strategic plan, allowing for consumers to truly engage with the Brand, to experience the best possible coffee experience in the right atmosphere and with the perfect cup of coffee in hand. A 'Coffee Connections' program was put in place at shopping centres, subway stations, canteens, and on street corners, offering consumers an opportunity to understand better the Brand opportunity - what coffee is, where it comes from, what the coffee tree looks like, what the coffee bean feels like, how it is manufactured into coffee granules, how it should be prepared, where and when it can be consumed, and how it can rejuvenate your day.

The solution - MOBILISE all five senses! Sight - TV communication in the activation station, Sound - Brand-generic jingle, Touch - coffee tree and coffee beans, Smell - the coffee aroma and Taste - that perfect cup all of which stir and influence the consumer's Sixth Sense.

Exp.'s Sixth Sense MarketingTM is a special bond between a Brand and the consumer...the dynamic that constantly moves brand-in-mind to brand-in-hand to brand-in-heart.

Exp. is Africa's largest and leading experiential agency, activating demand for leading Brands through unique solutions that personally and emotively connect with carefully targeted consumers. The 'tools of our' trade include Sponsorship Marketing, Brand Activation [Event Marketing - dedicated and syndicated options; Promotion Marketing; Retail Marketing & Conferences], Social Programming, PR Marketing and Measurement.

For further information, contact David Boon - Exp.Regional Director - at
18 May 2005 09:16


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