You don’t need to be a big company to make a big impact in advertising. But you do need to be smart about how to catch people’s attention—and that means taking advantage of what matters most to people: their five senses. Studies show that when a consumer recalls more than one sensory impression that a product or brand has conveyed, brand loyalty hovers around 60%. Look for opportunities to think outside the box for initiatives that incorporate some creativity. Having spent 30 years in all things pop-up, slide-in, scratch-and-sniff, and taste-test, I know firsthand how big a difference a little creativity can make.