News Limited to launch scented campaigns in print.
AdNews breaks the story – http://www.adnews.com.au/news.cfm?NewsID=4279&alpha=1805&beta=12170
Scent Marketing Malaysia
While retailers and developers turn to positive smells for advertising and marketing, the U.S. Department of Defense has realized the value of bad smells — really bad smells. Unlike pepper spray or tear gas, which irritate pain receptors and can cause serious damage, stink bombs just reek and make unruly crowds disperse in a flash.The idea of using smell as a weapon has been around for some time, however. The Office of Strategic Services for the French Resistance considered using a horrific garbagelike smell called “Who Me?” against German soldiers in World War II. The only problem? The sulfur that made the scent so pungent had a nasty habit of escaping on its own and lingering on everything it touched.
From Wikipedia, the free encyclopedia
Visual merchandising is creating visual displays and arranging merchandise assortments within a store to improve the layout and presentation and to increase traffic and sales.
As an example, mannequins are commonly used as a way to promote products relating to appearance, such as clothing or accessories.
Any attempts as a definition for Olfactory Merchandising
Scent-sational
Infuse your big day with fragrances by renting a scent machine (from $300, scentevents.com). They are discreetly sized and scent an area up to 2,000 square feet with one cartridge.
From Modern Bride magazine
ScentEvents uses ScentAir, here featured with ScentWaves – http://www.scentair.com.au/Scent-Delivery-Systems/Scent_Delivery_Systems.html
“…News flash! The way you smell plays a big part in your ability to attract a mate! So says a recent Canadian poll which found that 55 percent of those surveyed said they would be turned off by a date that “smelled bad.”
By comparison, only 22 percent said they would lose interest in a poor conversationalist. The survey, conducted in 2005 by Decima Research for AXE Canada, sheds new light on the importance of invisible cues that influence attraction…”
If this human instinct translates to how business is presented to the public, maybe our best salesmen need to talk less and simply smell better!
We can garner valuable insight into the potency of environmental scenting by looking at the human historical love in wearing perfume.
“…Without their perfume lines, many of the great fashion houses of the world would struggle to exist. According to industry sources, brands such as Chanel, Armani, Versace and Gucci, just to name a few, may derive anywhere from 40 to 50 per cent of their incomes from perfume. What drives those sales is that perfume not only smells good, but the glittering flacons also offer a way for the customer to buy into the brand. “Perfumes deliver dreams,” says British fragrance expert and author Susan Irvine. “They allow the wearer to project themselves into a new reality; one where they’re richer, more attractive, more popular than in their own lives. If you can’t afford a Chanel suit you can still wear Chanel No.5 and get the feeling you’re part of that elite club…”
http://www.notebookmagazine.com/you/article/full/729/Scents-of-self
ScentAir takes interactive scent sampling to the road.
The Volkswagen or ‘VbubbleU ‘ shows that scents are as powerful as brand icons when it comes to associating memories and emotions with experiences
http://autobeat.blogspot.com/2007/04/scentair-takes-your-nose-for-ride-in-vw.html
Sydney Morning Herald talks about increasing popularity in using ambient scent both in home and business settings.
“What Helen Keller described as the “fallen angel” of the senses is undergoing a renaissance. Top architects, scientists, psychologists and marketers are exploring the hidden powers of aroma – in particular, its mysterious ability to plug straight into our memories and emotions – and their discoveries look set to shape our lives in subtle but significant ways.”
“Architecture will become more smell-oriented,” says Anna Barbara, a Milan-based researcher and author who specialises in the links between built space and aroma. “We are at the beginning of a sort of revolution. We could be ready to imagine a ‘smell design’.”
A well compiled article with a particular bent on architecture and increased aroma usage. A bit short on information covering different modes of scent delivery.
Meg Mundell
February 6, 2008 – 12:42PM
http://www.smh.com.au/news/house–home/scents-of-space/2008/02/06/1202233895536.html
Reebok is set to launch the first in a line of shoes with the built-in scent of America’s favourite drink Kool-Aid. “When two great names like Reebok and Kool-Aid brand get together, the result is some of the freshest gear to ever hit the streets,” promises Reebok’s promo speel. Unveiled on 1 February, the first three ‘SKUs’ are grape, cherry and strawberry. That box-fresh Kool Aid fragrance comes from scented sock liners inside the shoes. Other aromas to look forward to include orange, lemonade and lemon-lime. There’s no indication as yet on whether the Kool Aid kicks are going to waft down to Australia. Perhaps a custom Cottees cordial range?
I’m sure everyone knows of the ‘Got Milk’ campaign (its been running for 13 years now).
Well the campaign just took a turn down memory lane using the power of smell -no not of milk but the smell of freshly baked chocolate cookies, something that loads of Americans consume together with their milk.
Lessons learned on this one – scent congruency is critical, ie. bus shelters don’t have much to do with eating or buying cookies. As bus shelters are enclosed areas, I understand the unfulfillable craving for cookies drove many to distraction.
Full story by Tara Weiss at Forbes.com:
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