Where is the Puck?

(Article written for “Where is the Puck?” by Stephen Park and Stephanie Savage, 4th year students of School of Business at the Capilano College, Vancouver, BC, Canada)

Scent marketing is a subgenre of “sensory branding,” it’s using smell to attract consumers. Smell is one of the strongest senses, and it creates long lasting memories. It’s not solely used to sell houses and cars anymore, marketing teams are using it to sell everything from cell phones to air travel and other consumer products. Recent examples are the ‘Got Milk Campaign’, Sony, and Weeds Television series. The ‘Got milk campaign’ used bus shelters which had the scent of cookies along with a picture of cookies and the ‘got milk’ logo. Furthermore, Sony is selling new phones which come in a variety of colour and smells such as apple pie and vanilla.

The pros of scent marketing include originality, attention grabbing, and consumers remember it and talk about it. The cons include: ongoing expenses to upkeep scents, and identifying scents which are pleasing to the largest sample population.

We are currently fourth year business students from Capilano College. If Cap were to implement a scent marketing campaign for the college, it would be a smart idea for them to use the scent of pine because the College prides itself on its beautifully wooded campus.

There is a whole new world of advertising ready to be tapped, the opportunities are endless – it’s up to you. Learn more about scent advertising at:

http://www.trendhunter.com/trends/scentvertising-top-10-scent-marketing-campaigns

Stephen Park and Stephanie Savage