An upscale hotel in Amsterdam sells a hamburger for about $20. That probably isn’t much out of line with similar meals at big-city hotels, but this establishment uses an interesting technique to make its prices seem a bit more justifiable.
My “picks” went on vacation over the holidays, and then got off to a slow start in the new year. So, this edition is a big catch-up on my own content from here, Forbes, and my podcasts at RogerDooley.com, along with a few tasty morsels from around the web.
We think of print as primarily a visual medium and a challenge to use for sensory marketing. You generally can’t smell it, taste it, or hear it. But touch can come into play in many kinds of print media. Hence, you sometimes see the use of heavy or textured paper, varnished covers, raised ink, and other features that go beyond the merely visual.
Here’s my latest content for the week, and hand picked items both I and my readers liked, too.
Beans have a well-deserved reputation for being a multi-sensory product. Remember the "musical fruit" ditty? But it's no joking matter for Heinz, who teamed up with food artists Bompas & Parr to create a unique promotion for its Beanz product.
It shouldn’t surprise Neuromarketing readers that choice of words is important when writing headlines, taglines, or copy, but brain scans show how specific words can have the same meaning but activate different areas of the brain. Emory University researcher Krish Sathian has shown that words that words related to texture, for example, activate areas of the brain associated with touch – even when their usage has nothing to do with tactile sensations. (Abstract, and an interview with Sathian.)
Here’s an interesting little video that highlights what supermarkets and other retailers are doing to engage all the senses of their shoppers:
One of the keys to the phenomenal success of Starbucks has been that its stores offer a consistent and appealing sensory experience. The music, colors, and lighting are all important, but clearly the wonderful coffee aroma is what dominates one’s senses on entering a Starbucks outlet. I enjoy brewing Starbucks coffee at home, too, but it never seems quite the same as when I consume it in the actual shop. It turns out that I’m not alone, and that my coffee maker isn’t the entire problem. Yes, coffee in the coffee shop DOES taste better, but not for the reasons you might expect. Research from another coffee maker, Nespresso, shows that 60% of sensory experience of drinking espresso comes from the retail environment!