Monday, May 5, 2008

Nuances of scent marketing


According to author of Brand Sense: Build powerful brands through touch, taste, smell, sight and sound, Martin Lindstrom says that 75 percent of the emotions we generate in a single day are from smell. But in order to have a positive experience or memory of a smell for scent marketing, the scent or aroma has to be as authentic and genuine as possible. For instance, if you are selling fresh squeezed orange juice, your customer walks to the OJ shelf at the supermarket and is met with a faint of scent or mist of orange – do you want this orange scent to capture the Florida sun, a healthy and eco friendly lifestyle or the sticky, sugary, fake scent of Fanta orange? As for me, I have a strong interest in chocolate and I think that even my unprofessional nose would be able smell the difference between white, dark or milk chocolate.

1 comment:

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