Experiential marketing is something of a trendy phrase at the moment so maybe it’s time to look at the substance behind the hype.

How our senses interact has always been of interest to science and as the links become more recognised the effects are, of course, being manipulated in the corporate world.

Several studies have indicated that advertising which mentions a multi-sensory experience directs consumers towards the perception that the product is better. Coffee sellers have always been keen to entice us with the aroma but do these sensory connections work in other ways?

There is a school of thought that all our communication is multi sensory and this opens further questions. We all recognise that we have expressive body language, so does that mean that receptive body language exists – can I hear you with my fingers??

This is, I am sure an area that is going to get a little weirder and a lot more interesting yet and experiential marketing will probably be our first encounter with the results.