Marketing to the 5 Senses

Posted on Sept. 17, 2013 by @direct_cpc in Marketing solutions

The more a marketing campaign appeals to the senses, the “stickier” it becomes to our brains. Explore Rethinking Direct Mail’s 5 Senses series and discover some award-winning creative campaigns that resonated with their target audience.

READ ALSO: Creative marketing campaigns use the 5 senses to up response & retention

The smell of green. A lawn care company builds customers with a postcard that smells like a fresh cut lawn while UK Crimestoppers responds to a dramatic increase in urban grow-ops with a postcard that, when scratched, releases the pungent scent that will help urbanites identify and root out neighbourhood marijuana farms.


Tasty marketing. Potential Land Rover buyers in Dubai received a Desert Survival Guide made from edible ink and paper. They responded with a 40% lift in sales compared to the previous year.

37- Marketing 2

Touching greatness. A campaign with a tight budget uses the sense of touch to deliver a piece of sporting history and generates 8.5 million free media impressions and increases suit sales by 520% for a national cricket team’s smallest sponsor.

37-Marketing 3

Seeing is believing. A gym literally shows its members the results they’ll achieve over a year of steady work-outs and watches client attrition diminish by 45%.

37-Marketing 4

Music to a client’s ears. Raffles Music College sheds its stuffy image with the help of a CD case, some push pins, and the twang of a rubber band. The mail piece enjoyed a 43% response rate and filled the beginner music course in just 5 days!


Share your favourite sensory marketing campaigns.


Inspired? Put your ideas into action!

Learn how Canada Post can help you deliver real results by adding direct mail solutions to your marketing mix.

Contact Us Today

Or call:

1 (866) 511-3136

Mon – Fri (9 a.m. – 5 p.m. EST)

Follow us on Twitter @canadapostcorp