Researchers tell us that engaging two or more senses when presenting a message increases retention and response.

An article from Fast Company magazine observes, “To survive the initial sensory screening – without which no memory is possible – a company is wise to adhere to the hierarchy of sensory intake whereby visual imagery and then the other four senses are likely to predominate over interest in the written word. In that way a greater, deeper involvement with consumers becomes possible.”

And Clickz.com adds, “We know appealing to all five senses is likely to double brand awareness and strengthen the impression a brand leaves on its audience.”

The need to engage your audience at a higher level becomes clear when you consider that in spite of all the rhetoric these days about the importance of Customer Relationship Management (CRM), data mining, one-to-one marketing and the need to understand your customers and build lasting relationships with them, many businesses haven’t yet succeeded in doing so.

A recent report of a survey of 212 senior corporate executives by Strativity Group in Parsippany, NJ, and CustomerSat, Inc., in Mountain View, CA, indicates that less, not more, attention is being paid to customers.

• 57 percent of respondents agree that their respective companies fail to conduct a true dialog with customers.
• 65 percent say that company executives do not meet frequently with customers.
• 62 percent did not know the annual customer retention rate for their companies.
• 59 percent admit that they do not deserve loyalty from their customers.

These results seem to show a decreasing emphasis on customer-focused strategy despite reports of significant investment in technology-based customer service tools.

That’s not the case at MillerWhite, where we continue to set the benchmark for communicating effectively with our clients and to advance the power of our newsletter, this time by adding the impact of video and sound. Our goal is to engage you, the audience, in a more meaningful way, so you can see and hear our clients themselves talking about their experience with integrated strategies and tactics that have solved their problems and improved their marketing.

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