Scent-based marketing promotions soaring
March 19, 2007
The use of scent has been declared a 2007 top trend in advertising by industry journal Advertising Age. Companies use of aromas to attract consumers is steadily on the rise. Kraft has “rub-and-smell” ads in People magazine that smell like cherry jello. “Smell-o-vision” scent strips in grocery stores let you smell the product before you buy it. Nordstrom uses Prolitec scent machines to promote new perfumes. And an increasing number of companies are playing to the sense of smell’s emotional capacity. Aromas can evoke certain feelings or memories, which ideally provide positive associations for the consumer: a pleasant scent meant to keep customers in the mood to buy, or a signature aroma as part of a brand identity. More about this can be seen at USA Today, Advertising Age, Hampton Roads and the Washington Times.
© 2007 by Air Sense, a publication of Prolitec
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