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 (12)
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 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 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 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 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 on May 25, 2007 09:06
The leading authority on Scent Marketing?
The Scent Marketing Institute.
Posted on May 25, 2007 10:15
The leading authority on Scent Marketing?
The Scent Marketing Institute.
Posted on May 25, 2007 10:18
Air Aroma on Youtube
http://www.youtube.com/watch?v=3B3xenYFyB4
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 on June 1, 2007 09:59
Wow- it's still a very competitive field it seems. Thanks for the links everyone.
Posted on June 5, 2007 20:28
Air Aroma - World Leader in Scent Branding Technology. Don't be left behind!
Posted on September 10, 2007 19:55
The only limit to scent brand marketing is your imagination. Here is just one example:
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Elizabeth Christian & Associates Public Relations
823 Congress Avenue, Suite 1505
Austin, Texas 78701-2457
512.494.2871 direct
jegan@EChristianPR.com
www.echristianpr.com
FOR IMMEDIATE RELEASE
GREEN LILY EVENTS ARE PLEASING MORE THAN JUST THE EYE
Houston, TX (September 3, 2009) - Green Lily Events, an event planning company that accommodates the environmentally aware, was selected to host a bridal industry networking party for the No. 1 wedding website, The Knot. The “Go Green with The Knot” event took place August 28 in the Crystal Ballroom at the Rice. Green Lily Events is noted for bringing its innovative style to the table, and this event was no exception.
Green Lily Events collaborated with Austin-based DMX, Inc. the leading provider of multisensory branding, to provide an unforgettable scent journey for the event. Through the use of eco-friendly scent sticks, DMX integrated a natural and fresh aura that coincided with the stylish ‘green’ theme that Green Lily Events had created.
The food for the evening was provided by Houston’s Sambuca restaurant. Jamie Purpera, catering manager at Sambuca, said: “As an event planner and caterer, we try to always reach the senses of a guest with beautiful flowers and linens, great food and drinks, and a comfortable flow of the event. Before now, I never thought to reach out to the guests’ sense of smell. This idea and this DMX product represent just one more way to ensure that the guest experience is spectacular.”
Upon stepping in the elevators, guests encountered the euphoric and organic scent of Grapefruit Rosemary. Once in the lobby, the luscious and crisp fragrance of Macintosh Apple lifted the spirits. The soft, sweet perfume of Maui Orchids lingered delicately in the stairwell for all to enjoy. The scents supplied by DMX were an innovative eco-accessory to the overall experience.
“Our goal is to ignite as much sentiment from our clients as we can. Whether it is with visualizations or aromas, we want people to come across as many elements and emotions as they can and submerge themselves in their surroundings,” co-founder of Green Lily Events, Jessica Zapatero, said.
DMX creates scents that are designed specifically for an event to create a memorable, remarkable experience that leaves no senses untouched. With the help of DMX, Green Lily Events successfully created a sustainable celebration that will be impossible to forget.
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About Green Lily Events
At Green Lily Events, we believe that making responsible choices in the early stages of event planning can minimize waste and create a lighter footprint. Our mission is to create unique, eco-chic events that balance style with sustainability. Our customized services allow you to decide how green your event will be. There are many shades of green; let us help you find the perfect shade for your event. For more information, visit www.greenlilyevents.com.
About DMX
Recognized as an international leader of sensory services, DMX creates brand experiences for commercial environments. The company’s services include music design, full-motion video, audio messaging and environmental scents developed to provide brand texture for its customers and create integrated, multisensory environments that drive repeat business. DMX has represented some of the most identifiable international brands, such as Nike, Starwood Hotels, 24 Hour Fitness and American Eagle. For more information, visit www.dmx.com.
Posted on September 17, 2008 09:16