As a man I like to see a lot of beautiful things… For example, beautiful girls, cars, computers (read macs), art, football, snowboardtricks, whatever more. But to keep it simple I’ll stick to girls today. We have all seen them, those centerfold girls, that look really amazing. Damn… they could really turn me on!

Okay keep this picture in mind. We are going to give it a little twist. We are about to add some sound to it. Let’s take the friendly/semi-crying: Oh.. my.. God.. (patented by Janice, ex-Friends actrice). (Translation for all female readers: the David Beckham syndrome.. still no bells ringing? Google for a video interview)
But we’re not done yet, because some die-hard-player could mention to simply ask the hot girl to shut up… and the problem is solved. Right?

However there is another ‘problem’. When we smoothly approach the hot girl, she slightly transforms into a smelly cat. Too bad, but I’ll have to pass this appetite through to the smell-less volunteers.
Life is just like our mothers told us, you’ll need the full package to seduce! And so is marketing! Because there is more to marketing then looking good! Just like there is more to design then looking good! Right now, more and more companies find their ways to the market with properly designed products. More and more companies see this as an opportunity to create and advantage over their competitors.

However, how to differentiate on a market full of well-designed products? The answer is quite easy… We, as human beings, are blessed with more than one sense. So just try focus more on the other senses. Personally I really feel like you may never ignore one sense. Because misinterpreted senses can break down more than the others can build up. This doesn’t mean every sense should explicitly be fully exposed, just a little attention to it could make a whole difference. Because stimulating all senses could produce a so called mojo (Austin Powers). The reason why somethings just feel so unexplainably good. The mojo’d product will always be picked above all other products, despite the efforts put in making it look so damn good. Let me just add some force behind this point of view with ‘the stats:’

75% of our day-to-day emotions are influenced by what we smell
65% chance that there will be a mood change when we are exposed to a positive sound
83% of all commercial communication unfortunately only appeals to our eyes

Although these stats are from recent research (Martin Lindstrom, Brandsense), the conclusions have already been drawn decades ago. So many companies know them, so little companies use them! Therefore you might suspect it to be surprising that companies that tried to appeal to more than one sense, saw an impressive success boost… But still most companies refuse to take action and put their senses them into practice. Therefore I would like to officially to RE-introduce the Five Senses, namely Touch, Taste, Hear, Smell, Sight. From now on every marketing mix or product design should contain a Find My Five Senses Momentum (FMFSM).

And to stress the importance of this FMFSM I would like to propose that from now on, every morning the marketing and design departments unite for 5 minutes, to kick the day off with a FMFSM. These 5 minutes is their daily advised portion of FMFSM. Compare it to the 5+ minutes most of you stand in front of your mirror before you go out, to make sure you’ll fully utilize your sex appeal on the opposite sex’s senses.

Remember: ‘true’ hot girls don’t need plastic surgery or dating sites to stay on the market! Therefore designers & marketers stop pretending to be plastic surgeons and/or dating agents.

This entry was posted on Monday, March 19th, 2007 at 12:00 and is filed under Column. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.