www.psi-network.de PSI Journal 3/2012 EDITORIAL SEEING, FEELING, SMELLING … There is controversy in the neurosciences over whether humans have three, five, eight, or even ten senses. This controversy is not of much use to us in the promotional products business – of much more interest is the fact that we process about 40 sensory impressions per second, with up to 20 million sensory signals reaching us at the same time. However, these impressions do not lead to decisions, but merely form the basic mood for them. Decisions and appraisals themselves, then, likewise happen in fractions of seconds. Exactly during this time it is also decided whether a promotional product has enough likeability or not. I consciously put this fact to the test at the latest PSI in Düsseldorf, and it was often the case that I suddenly stopped dead in my tracks to take a look at something that had perhaps only caught the corner of my eye. If you draw a line on a piece of paper for every one of these moments, in the evening you’ll have a handsome row of lines. And then you realise what a trade fair is. This does not happen in the catalogue; it doesn’t happen on the internet, either. In order to trigger this decision, what is needed is the interplay of several senses at the same time. Perhaps that is why, according to the Dima survey presented at PSI, the promotional product is so much more successful in its effect than radio, television, and daily newspaper (see page 33). If this survey had not been compiled by such a renowned Manfred Schlösser institute over a period of months, doubt could be cast over the outcome. However, it is indeed the interplay of the diverse sensory stimuli that makes the promotional product so successful in its effect. Seeing, feeling, smelling, sometimes even hearing and tasting – what other promotional tool can offer that? And the quality of these impressions not only places the promotional product in a good position compared with other promotional instruments, it also decides whether a promotional product generates a really good promotional effect – good recall. If, according to the Dima survey, the promotional product is not classified by the consumer under any of the dimensions likeability, quality, originality, or striking promotional message, it notches up just 36 per cent in terms of recall. If, however, it fulfils all four dimensions, it is located at 76 per cent. The promotional effect is downright doubled. And if you’re looking for successful products like these for your customers, you have to go off on the search where all senses can operate – to trade fairs. Surely this is one reason why PSI was such a success this year as well – and has been for 50 years. With this in mind, Manfred Schlösser Editor-in-Chief PSI Journal 1

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