Scent Marketing
Thursday March 8, 2007
While flipping through the pages of my Wired Magazine I was reminded of a marketing tactic that is somewhat new, but very effective. It's called scent marketing.
Scent marketing is a subgenre of "sensory branding," it's using smell to attract consumers. Did you know that the Omni hotels are perfumed with a mix of green tea and lemongrass? Scent marketing is a growing trend in advertising. Studies have shown that a scented environment leads consumers to stay longer and spend more. Scent Marketing: Leading Consumers by the Nose by Sellsius offers some interesting statistics on this marketing method.
Interestingly, the European Union has recognized “smell marks” (~trademarks), a company getting one for fresh-cut grass scented tennis balls. No smell has gotten a US trademark (although Corning got one for its pink insulation).
PS Thanks, Laura, for the link to the Sellsius post.
Scent Marketing is something that has been successfully used in the real estate market quite some time. Scent is used very effectively to sell real estate, be it the wonderful aroma of freshly baked cookies or cinnamon. It must work, i found some interesting information regarding to scent marketing here: http://www.air-aroma.com
There is a group in Europe renting out scent marketing systems for only €70 a month.
The systems are portable so you can easily transport them from one estate to another. Sounds like a perfect solution.
You can find them on http://www.rentascent.com