Scent marketing conference

Scent marketing is one of the marketing topics that I have been following (see my previous posts on scent marketing where I comment on scented textiles from Reebok and scented advertising for detergent) and now there is the first SCENTworld conference and expo scheduled in New York June 29th - July 1st. I have also discovered that the existence of The Scent Marketing Institute . I am fascinated by the topic and amazed about how researchers can create new scents to encompass a brand or a feeling of brand. There will be sprays / scents with the “new car” odor or an odor of “leather.” Stores will be also scented (and I am not talking about the perfume or cosmetic departments which are often over scented) but clothing stores or travel agencies. Internet stores will have difficult in scenting the shopping experience but once the product is delivered, it will probably be scented. Should Apple scent there products with a fresh crisp granny apple scent? What scent would represent Google or Nike?

Results from the Brandjunkie survey

The results are in from Brandchannel.com's Brandjunkie awards where people were surveyed on unconventional questions such as

• "What brand would you most like to sit next to at a dinner party? Why?"



• "What brand, if sent back 100 years, would have the biggest impact on the course of history? How?"



• "What brand that no longer exists would you resurrect? Why?"



• "Which brand do you want to argue with? Why?"



• "Which brand inspires you the most?"

and many more questions. It is not surprising that Apple is listed as one of the top 5 brands along with Google, Nike, Coca-cola and Starbucks. It is amusing reading to delve more into what motivates us in our relationship with brands. Read more http://www.brandchannel.com/start1.asp?fa_id=415

Barbie docking station for your Ipod

Just read about the cutest little docking station for your Ipod Classic. It’s a cotton candy pink Barbie inspired docking station with big red flowers for speakers and includes a radio and alarm clock. This is sickly sugar sweet and targets a very young audience, Apple is already building a relationship with young consumers. There are two factors of nostalgia here.

1) the parents who buy these products for their kids today probably had a Barbie doll when they grow up and associate the Barbie brand with their own childhood memories.
2) In twenty years with these consumers are all grown up and have their own kids, they will probably reminisce about this product and tell their kids, “Back in the good old days, I had an Ipod Classic...” I am not so sure they will even remember the Barbie brand.

Insights from Apple

Steve Chazin a former marketeer from Apple has recently published his blog about marketing insights. Very interesting reading and you can even check out his e-book on Marketing Apple.

His lessons are simple:

1. Don’t Sell Products: People buy what other people have


2. Never Be First to Market: Make something good greater


3. Empower Early Adopters: Help your customers help you.


4. Make your Message memorable: Boil the story down to its syrupy goodness.


5. Go one step further: Surprise and delight your customers.

Diamonds are forever

Read about a diamond encrusted Ipod shuffle. The shuffle has limited memory of 1GB. Why not pimp up an Ipod with more memory? If you are going to make such a spectacular item, why not work with sponsorship? Was Apple approached for this project?