I am staying about a block from Radio City Music Hall in New York, and this evening I followed my nose to M&M's World on Times Square. I had heard that they pump chocolate scent onto the street, and it's true. M&Ms is only one of the more visible companies using scent marketing to lure consumers. According to Forbes, Sony sprays a special vanilla and orange formula in its stores in the belief that it encourages women to buy more electronics.
I hadn't thought about it much since the controversy in December over chocolate chip cookie-scented bus shelters in San Francisco. They were ultimately banned by the Board of Supervisors only one day into their operation, based on concerns over potential allergic reactions.
But it seemed at the time that the ban was riding a general consumer backlash against "environmental pollution" from advertisers.
I think there is definitely a place for properly-executed scent marketing. As ThreeMinds reader Alan van Roemburg writes, "it seems these days if you’re not stimulating your consumers’ every sense, you’re going to be left behind." He pointed us to Melbourne's Air Aroma, "the major supplier of diffusion systems across the world and a specialist in the development of aroma and essential oil blends". Very interesting site.
Who are the major players in the scent marketing game? Do you believe in the connection between smells and consumer behavior?
Misha Cornes
SC
Strategists & Planners
Comments (11)
I have been to some Diesel stores around the world and I have felt that they have used some sort of scent branding, if the theme was rusted, then you would get a rusted metal sort of scent.
I have also been thinking about using scent to brand one of India's largest retail chains. If we could have a distinct scent for the store and then use the scent to work in all the collateral, Direct Mail and other stuff that the store sends out.
Posted by Nishad | May 24, 2007 5:48 AM
Posted on May 24, 2007 05:48
Very Interesting article. Ive noticed some scent marketing in one of our major shopping malls here in Sydney. I think that good aromas or scents do really seem to make you want to linger for longer around, which in turn would be good for sales im sure.
Posted by John | May 24, 2007 6:24 PM
Posted on May 24, 2007 18:24
Corporate America is applying something that has been successfully used in the real estate market for years - scent is used very effectively to sell real estate, be it the wonderful aroma of freshly baked cookies or cinnamon.
Posted by David Feldt | May 24, 2007 9:20 PM
Posted on May 24, 2007 21:20
Great article.........scent is the new frontier. Don't forget ScentAir - it's a company leading the pack! www.scentair.com
Posted by Juli | May 25, 2007 9:02 AM
Posted on May 25, 2007 09:02
Great article.........scent is the new frontier. Don't forget ScentAir - it's a company leading the pack! www.scentair.com
Posted by Juli | May 25, 2007 9:06 AM
Posted on May 25, 2007 09:06
The leading authority on Scent Marketing?
The Scent Marketing Institute.
Posted by Harald H. Vogt | May 25, 2007 10:15 AM
Posted on May 25, 2007 10:15
The leading authority on Scent Marketing?
The Scent Marketing Institute.
Posted by Harald H. Vogt | May 25, 2007 10:18 AM
Posted on May 25, 2007 10:18
Air Aroma on Youtube
http://www.youtube.com/watch?v=3B3xenYFyB4
Posted by Anonymous | May 25, 2007 10:06 PM
Posted on May 25, 2007 22:06
Great article,
Scentevents is a leader in the emerging scent marketing arena.numerous product promotions utilize Scent marketing strategies including: Charlie and the Chocolate factory, Fred Segal,Jafra Cosmetics and numerous other brands. Visit www.scentevents.com to learn more about Event Scenting and scent marketing.
Posted by neal Harris | June 1, 2007 9:59 AM
Posted on June 1, 2007 09:59
Wow- it's still a very competitive field it seems. Thanks for the links everyone.
Posted by Misha | June 5, 2007 8:28 PM
Posted on June 5, 2007 20:28
Air Aroma - World Leader in Scent Branding Technology. Don't be left behind!
Posted by Kevin Arn | September 10, 2007 7:55 PM
Posted on September 10, 2007 19:55