The other day, Ad Age’s CMO Strategy Section ran a column by Harald Vogt on scent marketing. Vogt may not be entirely impartial on the topic – he is the founder and chief marketer of the Scent Marketing Institute – but he makes some good points when he questions why so few marketers employ olfactory marketing strategies: […]
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: […]
It’s no big surprise that our brains can process odors without the intervention of our conscious minds, but a study published earlier this year showed just how sophisticated that process can be. Specifically, brain scans showed that women responded differently when they smelled the sweat of sexually aroused males, even though almost none of the women were consciously able to identify the smell as sweat. […]
A few weeks ago Dave Munger at Cognitive Daily had a great post about how naming a smell can help us imagine it in the future. He described research that looked into why it’s fairly difficult for us to identify and imagine scents: […]
Does a better-smelling product work better? Probably not, but people will THINK it does. Research shows that people rated a better-smelling product higher in completely unrelated performance areas. Reading Whiff! The Revolution of Scent Communication in the Information Age by Brumfield, Goldney, and Gunning, I was led to The Smell Report, a white paper authored by Kate Fox and published by the Social Issues Research Centre. The paper cites two examples of consumer perceptions being influenced by scents: […]
With Barack Obama and Hillary Clinton locked in a tight race for the Democratic presidential nomination, will one or the other turn to sensory branding, Korean-style? Last December, Reuters reported that Lee Myung-bak, a candidate for the South Korean presidency, was spraying a scent called “Great Korea” at campaign events, and planned to also spray the scent in or near polling places: […]
In Brain Rules by John Medina, one of the more amusing anecdotes is an informal experiment by Medina on the potency of scent to enhance the formation of memories. Medina conducted the test while teaching a complex molecular […]
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. […]