As I am heading out to Lisbon for a multisensory conference that the Scent Marketing Institute is organizing with MySensis, a Portuguese Sensory Marketing Agency, I am glad to report that awareness of the obvious benefits of a multi-channel customer approach is finally catching on.

Credit is due to Martin Lindstrom and his two books “BRANDsense” (2005) and “Buyology” (2009) that are very inspirational yet a bit thin on implementation. My guess is that’s why he has licensed both names to two agencies in Oxford (UK) and New York, respectively.

Another groundbreaking effort was the multisensory conference that Aradhna Krishna had organized at the University of Michigan in 2008. The outcome was an excellent book, aptly named “Sensory Marketing” that reads like a roadmap to multisensory success. Every scientist and academic expert that participated (a true global “Who is Who” in sensory expertise) has contributed a chapter about their own research on the five senses and how they work in concert.

And there is more to come. In Germany, the Multisense Institute has teamed up with Messe Hannover to launch the “multisense Forum” with the first conference in Essen on September 15, 2010. The keynote speaker is – drum roll – Martin Lindstrom. Hey, some people have deeper pockets than others ;-)

The “ Corporate Senses Institute” in Munich/Germany is planning it’s own Sensory Branding Summit for October 2011.

If there are other events you know of please post them via a response on the blog.

So if you are interested in the subject and as you are budgeting your travel for the foreseeable future make sure you have these events on your list. And, don’t forget SCENTworld 2010 in Miami, November 17 – 19, 2010.

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