Mike Vance, former Dean of Disney University, talks about "five-sensing" as a way to improve your product's emotional connection. Considering how your product might taste, how it might feel if you touch it, what it might sound like, how it might look, and how it might smell, add emotional links to customers for most products.
Westin Hotels gets "five-sensing" and is presently running "peel-n-sniff' White Tea scented strips in April issues of Gourmet, Wired, New Yorker, Vanity Fair, and Real Simple. Westin has applied the Zen-approach to their advertising for several months. This approach frequently shows fluffy beds and talks about resting, relaxing, and rejuvenating.
Unfortunately, the White Tea scent smells more like a leading laundry softener than Zen incense, but then, what should a hotel room smell like? Stale cigarette smoke? Toxic disinfectants? Mildew?
Another Westin "five-sensing" print ad will position the phrase, "Clear your mind. Free your senses" on a page of clear acetate. Westin's Web site will support these ads by
engaging consumers by enabling them to
create soundtracks based on their moods,and drag a virtual rake across
a Zen garden.
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