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Sensory Branding at Le Méridien

The last time you were in a hotel, what did it smell like? Do you recall any sounds? While I think sensory branding is important for all businesses, hotels have a particularly strong opportunity to practice it. After all, their customers enter the hotel environment completely, providing plenty of opportunities to both delight the senses of the guests and provide consistent branding cues. Of course, all too often hotels do the reverse, assaulting guests with unpleasant odors, noisy ice machines and hallways, and other elements that detract from brand perception.

At least one hotel chain, Starwood’s Le Méridien, is putting serious effort into a memorable and consistent sensory experience: […]

By |August 10th, 2009|

Breaking News – Perfume Turns Guys On

South Korean researchers have conducted an fMRI study that shows that perfume can arouse some men. Shocking news, eh?

Eight healthy right-handed heterosexual male volunteers (20-35 years of age), having normal olfaction and no brain diseases, were […]

By |March 5th, 2008|

Simulating the Coffee Drinker’s Nose

Is Scratch ‘n Sniff Starbucks in our future?

No industry focuses as much on olfactory marketing as the coffee business. Starbucks recently dumped its breakfast eggs because their smell didn’t pair well with the coffee aroma. Nestle unit Nespresso has not only modified its home brewing equipment to release more enticing smells, they have even launched a chain of coffee shops after finding that more than half of the coffee drinking experience came from the shop environment (see Sensory Marketing to Jolt Espresso Sales). Now, those clever coffee fanatics at Nestle have found way to analyze the components of coffee aromas that lets them predict how real human noses will respond to those smells. […]

By |February 28th, 2008|

Sensory Marketing to Jolt Espresso Sales

One of the keys to the phenomenal success of Starbucks has been that its stores offer a consistent and appealing sensory experience. The music, colors, and lighting are all important, but clearly the wonderful coffee aroma is what dominates one’s senses on entering a Starbucks outlet. I enjoy brewing Starbucks coffee at home, too, but it never seems quite the same as when I consume it in the actual shop. It turns out that I’m not alone, and that my coffee maker isn’t the entire problem. Yes, coffee in the coffee shop DOES taste better, but not for the reasons you might expect. Research from another coffee maker, Nespresso, shows that 60% of sensory experience of drinking espresso comes from the retail environment! […]

By |November 1st, 2007|

Does Your Marketing Smell?

What does your marketing program smell like? If you have difficulty answering that question, you need to get up to speed on the powerful impact that’s possible by activating your customers’ olfactory nerves. (Web-only marketers won’t have […]

By |July 30th, 2007|