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Friday, October 30, 2009

Scent Marketing

Roger Dooley on recent scent dimension work in marketing. A frequent topic here. Most recently we talked to Whiff! about establishing scent laboratories. Scent has always been a powerful dimension, but it has been problematical to deliver effectively in retail. That is why there are few olfactory strategies for marketing. Brand Futurists, like Martin Lindstrom, do understand its power, emphasizes it in his book Brandsense. A number of tests were run in our innovation centers and allied retail spaces.

Also useful: The Whiffbook, devoted to the topic, the Scent Marketing Institute, a good means to follow this area, the Whiff site and the Scent Marketing Blog.

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