Sensory marketing: Colour, texture, crunch... - June 2016

Business Think
UNSW Australia School of Business

"How the colour of food alters perceptions of texture"

Professional writer: Chris Sheedy
1200 words

The manufactured and reassuringly solid clunk of a closing car door is an example of sensory marketing. It is a sound that makes us feel the entire car is safer and better built. Then there is the deep and lustrous scent of chocolate or coffee that pervades various cafes and chocolate stores, even when few of their products actually give off such an aroma. The smell of leather in luxury car showrooms, the scratchy sound when writing with a Sharpie pen, the obviously heavier and darker glass bottles of high-end red wine – they’re all examples of sensory marketing at work. 

Synaesthesia, or the production of an impression on one sense by the stimulation of another, has long been researched by neuroscientists, its results translated into a powerful marketing tool. Those with something to sell are becoming better at utilising it. READ FULL STORY


How to do online marketing - June 2016

Australia Post

"5 ways to market your business"

Freelance business writer: Chris Sheedy
600 words

Email marketing. Google AdWords. Remarketing. Social media marketing. Direct mail. They can all be powerful marketing methods in their own right. But develop a deeper understanding and use each for specific purposes during your online marketing campaigns and you’ll discover the true power of promotion. READ FULL STORY


Business and the 100-year life - May 2016

HR Monthly
Australian Human Resources Institute

"The long and winding road"

Freelance journalist: Chris Sheedy
1400 words

The generation currently entering the workforce is the first for which a 100-year life will be the norm rather than the exception. The HR profession must prepare for the wave of change this will bring, says Professor Lynda Gratton. READ WEB VERSION