Customer Sense by Aradhna Knrishna - Book review

Customer Sense

How the 5 Senses Influence Buying Behavior

By: Aradhna Krishna, Ph.D.

Published: April 9, 2013
Format: Hardcover, 208 pages
ISBN-10: 023034173X
ISBN-13: 978-0230341739
Publisher: Palgrave Macmillan











"Many attributes of products are based on interactions between the senses or on senses that consumers may not even be aware of", writes expert in the field of sensory marketing and Dwight F. Benton Professor of Marketing st the Ross School of Business, University of Michigan, Aradhna Krishna, Ph.D., in her pioneering and landmark book Customer Sense: How the 5 Senses Influence Buying Behavior. The author describes how customers relate to products on a sensory level, and shares how interaction with each of the five senses influences buying decisions and customer behavior.

Aradhna Krishna understands the crucial influence of the five senses on how customers relate to products. Through unlocking this hidden, yet very important relationship between buyers and purchases, the author shares key insights into product creation and marketing. Aradhna Krishna demonstrates that sensory based marketing is not only effective but is critical in reaching the customer on an emotional level.

The author provides an in depth analysis of the role of each of the five senses in customer buying behavior. Through a deeper and richer understanding of the role played by the five senses in the overall emotional and subconscious behavior of the customer, sensory marketing becomes an integral part of every aspect of marketing from the very beginning of the product ideation process.



Aradhna Krishna (photo left) recognizes that that sensory appeal is a field where even a small amount of marketing changes, creates a large increase in overall sales. At the same time, the author points out that by combining several different sensory experience, even greater marketing synergies are possible.

Aradhna Krishna provides insights and guidance into further understanding of the following senses and their impact on customer behavior:

* Introduction: What is sensory marketing
* Vision: What we see matters
* Audition: How hearing affects our actions
* Smell: How scents create changes
* Taste: Flavors make a difference
* Touch: Tactile elements in marketing
* Conclusion: Putting it all together

For me, the power of the book is how Aradhna Krishna combines the theoretical aspects of sensory marketing with the practical steps to add sense based elements to every step in the product creation and marketing process. The author presents the concepts in a readily understood manner, and in a logical format. Each of the five sensory elements are examined separately, and in conjunction with one another to provide a complete guide to sensory marketing.

Aradhna Krishna enhances the reader's understanding of the principles of sensory marketing with examples of the techniques in use in the real world. This additional background offers further insights into utilizing sensory considerations for product development, packaging, and marketing. The author also includes extensive notes and citations for each chapter to offer a starting point for further research into the topics.

I highly recommend the endlessly fascinating and marketing results oriented book Customer Sense: How the 5 Senses Influence Buying Behavior by Aradhna Krishna, to any business leaders, product developers, retailers, marketers, and anyone interested in the effects of the senses in the overall buying decision making process. This book will change forever the way you think aboiut the primary function and importance of the five senses in how your customers decide upon what to buy.

Vladimir Gendelman, CEO, Company Folders - Interview

Thanks to Vladimir Gendelman, CEO of Company Folders, for taking the time to answer a few questions about his company, their products, and their utilization to enhance your own business.

Thanks as well to Norman Birnbach, and to Margaret Bonilla of Birnbach Communications, Inc., for their assistance in facilitating this interview and for offering interview question ideas to provide deeper insights into the company.

Thanks to Vladimir Gendelman, CEO of Company Folders for his time, and for his comprehensive responses to the questions. They are greatly appreciated.

Increasingly, we see marketing materials being sent online. Does this mean that printed marketing materials will be going away?

Vladimir Gendelman: Actually, there is need and room in this world for both. Online media is strong when you want to reach your audiences quickly; for example, on their laptops, tablets or mobile devices. It is also great when you have materials that you need to update regularly, like a finance report.

However, you shouldn’t underestimate the advantages of printed materials. Print excels when you want to leave a lasting impression urging readers to take an action: pick up the phone and call, attend a webinar, go into more depth about the topic, etc. Additionally, print is the “new green” when it comes to eco-friendly business practices.

With more effective paper recapturing for recycling, eco-friendly inks and safe, water-soluble and recyclable coatings, printing is proving to be a more environmentally friendly option. It also has a one-time carbon footprint compared to electronic media, which requires the use of energy each time it is viewed.

When does it become apparent that it is time to up-level your presentation materials?

Vladimir Gendelman: I believe that there is an opportunity to improve your presentation materials every time you use them. When it comes to delivering effective presentations, simply speaking eloquently may not be enough to fully engage your audience. Sometimes it takes a little something to boost the focus or attract attention in a new, unexpected way. From branding your presentation room and thinking beyond basic signage, to ensuring your audience is comfortable and that you can be seen and heard, there are many important steps to take that will help you up-level your presentation.

Have you thought about incorporating video into your presentation? Are you bringing product samples for a show and tell? Are you incorporating demos? Last but not least, what is the quality of the printed materials you want to leave behind? Printed handouts are essential to reinforce your message and appeal to your clients, so they need to be planned with care.



Vladimir Gendelman (photo left)

In today’s economy, businesses all want quality marketing materials without spending a fortune. What are some of the popular ways to make high-quality, cost-effective presentation materials?

Vladimir Gendelman: At Company Folders, we offer customers a variety of ways to develop great looking presentation materials with techniques that are relatively inexpensive. Take die-cuts, for example. People are most familiar with rectangular die-cuts (the shape of most marketing materials). However, it is relatively inexpensive to do the unexpected: for example, develop product materials in a triangle or circle shape, or in a unique shape that matches well with the company’s product (think coffee-mug shaped notepads for a coffee retailer.).

Other techniques that can have a big impact include engraving, embossing, foil stamping and more. You don’t need a fortune to produce memorable presentation materials, but you do need to think them through carefully and work with designers who can walk you through the pros and cons of all approaches.

Not all businesses have an in-house graphics team to help put together the latest and greatest in marketing materials. What should businesses look for in a vendor?

Vladimir Gendelman: Aside from choosing a vendor committed to the printing and branding field with lots of referable, happy customers, you want to select a good partner. Your ideal vendor should have the passion and commitment to produce a good product; they should also have the branding vision and graphic arts/business acumen to help you enhance your brand.

Many vendors state that they can create folders or deliver other materials, but what you really need is a partner that thinks like a brand/advertising agency, has resident graphic arts and design experience, and can be a seamless member of your team.

We have talked a lot about how marketing materials should look. When does texture come into play?

Vladimir Gendelman: That’s a great question and actually applies to all of your senses. The feel of materials is particularly important -- and a great way to take your marketing materials to a new level. Marketing collateral with a unique textural coating encourages touch and interaction from your recipient, and it’s often available at a very affordable price.

For example, soft-touch coating can be used to give folders or other paper materials a suede-like texture reminiscent of professional, leather-bound binders. It’s an excellent way to create a noticeable tactile impression without investing an unreasonable amount of money. The more senses your audience can use to create a memory of your brand, the more they will feel engaged and likely to take action.

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Vladimir Gendelman is the CEO of Company Folders (www.companyfolders.com), an online folder service that creates folders and other print marketing materials that enable customers to showcase their brand, provide customers with pertinent information, and stand out among their competition.¬¬¬¬ Company Folders offers the largest selection of folders and style options available in the industry.

Eric Siegel: Predictive Analytics - Blog Business Success Radio

Listen to Wayne Hurlbert on Blog Talk Radio



Founder of Predictive Analytics World and Text Analytics World, and author of the groundbreaking and endlessly fascinating book Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die, Eric Siegel, describes the principles of predictive analytics and how they are used to predict the behavior and actions of individuals. Eric Siegel provides ideas on how a combination of big data and machine learning creates the basis for these predictions. While Eric Siegel recognizes that not all predictions are accurate all of the time, he points out how much value they do provide over mere guesses. Eric offers his insights into how data and predictive analytics must be governed by ethical practices and assurances of privacy. Eric also demonstrates how predictive analytics are related to crowdsourcing and other data ensembles. Eric presents his thoughts on modeling and how those models can be improved. Learn as well how numbers can be used for persuasion, including their applications to politics and marketing.

Eric Siegel is my internet radio show guest on Blog Business Success; hosted live on BlogTalkRadio.

The show airs live on Thursday, May 2, at 8:00 pm Eastern Time; 5:00 pm Pacific Time.

Founder of Predictive Analytics World and Text Analytics World, and author of the groundbreaking and endlessly fascinating book Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die, Eric Siegel, describes the principles of predictive analytics and how they are used to predict the behavior and actions of individuals. You will learn:

* What predictive analytics means and why it is important

* How predictive analytics makes its predictions through data

* How computers learn to make better predictions as more data is addded

* How predictive analytics is used by businesses to provide better service



Eric Siegel, Ph.D., (photo left) founder of Predictive Analytics World and Text Analytics World, and Executive Editor of the Predictive Analytics Times, makes the how and why of predictive analytics understandable and captivating.

In addition to being the author of Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die, Eric is a former Columbia University professor who used to sing educational songs to his students, and a renown speaker, educator and leader in the field.

My book review of Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die by Eric Siegel.

Listen live on Thursday at 8:00 pm Eastern, 5:00 pm Pacific time.



If you miss this very informative show, it will be available for free download as a podcast for iPod, iTunes, and MP3 players; or play it right on your computer. To download this, or any other of my guest interviews, go to the Blog Business Success host page and click on Archived Segments. Once there, click on the podcast icon at the end of the episode description, to download the show free of charge for your listening enjoyment. You can also subscribe to the show feed.



To call in questions for my guest, the number is: (347) 996-5832

Let's talk with Founder of Predictive Analytics World and Text Analytics World, and author of the groundbreaking and endlessly fascinating book Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die, Eric Siegel, as he describes the principles of predictive analytics and how they are used to predict the behavior and actions of individuals. Eric Siegel provides ideas on how a combination of big data and machine learning creates the basis for these predictions. While Eric Siegel recognizes that not all predictions are accurate all of the time, he points out how much value they do provide over mere guesses. Eric offers his insights into how data and predictive analytics must be governed by ethical practices and assurances of privacy. Eric also demonstrates how predictive analytics are related to crowdsourcing and other data ensembles. Eric presents his thoughts on modeling and how those models can be improved. Learn as well how numbers can be used for persuasion, including their applications to politics and marketing on Blog Business Success Radio.