(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
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3 responses so far ↓
1 Dimitri // Mar 15, 2010 at 2:18 am
Hello Stephen and Stephanie, my colleague has emailed me this link and I thought I would comment on it!
My name is Dimitri and I am a Director of Commercial Sales for AromaTech a Vancouver based scent marketing company.
This looks like an old article, but I am very happy to hear that scent marketing is being taught and thought of in schools in Canada.
Scent branding has been around for years in Europe and Asia and just recently has hit North America. It is an amazing tactic and strategy to get people to remember your brand and make them feel at ease. Scenting can be both good and can be bad. The Got Milk chocolate chip cookie scent campaign got pulled due to allergic reactions and other issues. However when used properly and with quality products and technology the results are incredible ie. Westin and A&F.
Pumping pine scent through Cap’s college is a great idea and would match the environment, however, you might want to consider scents that will stimulate the student’s brains and promote mental alertness. What I think your college should use is something like Lemon Orange or a Meeting Mix to aid students in their studies. Both of these essential oils stimulate and invigorate mental activity. ie. Lemon Orange is clean, sharp, fresh and fruity, evocative of fresh citrus peel. It is uplifting and cheering, and is particularly useful during studies or when working at the computer for long periods.
For more info on scent marketing in Vancouver and around the world feel free t visit our site http://www.aromatech.ca
I wish you all the best in your future ventures and if they do involve scent marketing give me a call and I would be more then happy to assist you in picking a “Signature Scent”.
Cheers!
Dimitri @ AromaTech
2 Dimitri // Mar 15, 2010 at 2:18 am
Hello Stephen and Stephanie, my colleague has emailed me this link and I thought I would comment on it!
My name is Dimitri and I am a Director of Commercial Sales for AromaTech a Vancouver based scent marketing company.
This looks like an old article, but I am very happy to hear that scent marketing is being taught and thought of in schools in Canada.
Scent branding has been around for years in Europe and Asia and just recently has hit North America. It is an amazing tactic and strategy to get people to remember your brand and make them feel at ease. Scenting can be both good and can be bad. The Got Milk chocolate chip cookie scent campaign got pulled due to allergic reactions and other issues. However when used properly and with quality products and technology the results are incredible ie. Westin and A&F.
Pumping pine scent through Cap’s college is a great idea and would match the environment, however, you might want to consider scents that will stimulate the student’s brains and promote mental alertness. What I think your college should use is something like Lemon Orange or a Meeting Mix to aid students in their studies. Both of these essential oils stimulate and invigorate mental activity. ie. Lemon Orange is clean, sharp, fresh and fruity, evocative of fresh citrus peel. It is uplifting and cheering, and is particularly useful during studies or when working at the computer for long periods.
For more info on scent marketing in Vancouver and around the world feel free t visit our site http://www.aromatech.ca
I wish you all the best in your future ventures and if they do involve scent marketing give me a call and I would be more then happy to assist you in picking a “Signature Scent”.
Cheers!!
Dimitri @ AromaTech
3 Have you Smelled a Ford Lately? // Dec 22, 2010 at 2:54 pm
[...] is one more example of SCENT MARKETING discussed also earlier in this blog: Ford wants every car it makes to look, feel and even SMELL [...]
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