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Infection control measures apply. Read our guidelines. How we co-created with a chef, a sculptor, interactive dandelions, and the sound of dripping water to reach 10, people with our marketing campaign.

Synaesthetic marketing is all about transfer of sensations. If you want to create a specific customer experience, say, a luxurious one, what follows is a series of questions, such as: What does luxury taste like? Sound like? Feel like?

And so on. You also consider the extent to which the different senses align, with questions such as: What does the sound of luxury taste like?

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So that the different sensory elements such as colour, tastes, and textures aligned with each other and deliver a compelling luxury experience. This kind of marketing is inspired by a rare condition, synaesthesia, whereby stimulation of one sense leads to experiences in a second sense. For example, synaesthetes may see colours and experience sounds or taste certain flavours and experience sounds. It has been attributed to artists such as Wassily Kandinsky or musicians such as Jimi Hendrix, that their inspiration often came from their synaesthesia.

Researchers and practitioners have considered how such phenomenon can inspire the design of customer experiences. What does a brand association taste like, feel like, smell like, and so on?

The answers to these questions can provide key insight into customer experience design. But how do you develop an expectations campaign for a book that is about multisensory experiences, that is, impressions whose sensory elements have been carefully crafted by someone? We decided to live up to the book mission statement: Impressions can be designed by considering the sensory worlds that we live in.

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In this article, we tell you how we did it by capitalizing on synaesthetic marketing. Taking inspiration from synesthetic marketing see the step-by-step in Figure 1we worked together with four researchers and practitioners from different specialized areas in order to represent the sound, feel, look, and taste of our book in order to communicate its contents, through different senses. Figure 1. The process of synaesthetic marketing for an expectations campaign. In the upper part, we Business the general step-by-step process, and below, how we implemented it. We sent the first chapter of the book to each of them and asked them to represent it in a given sense see Figure 2.]