subject: Sell by Scent: The New Scent Marketing System for Brand Identification [print this page] Sell by Scent: The New Scent Marketing System for Brand Identification
Remember the scent of a summer's day picnic at the beach when you where a child? The smell of the chicken salad or was it the watermelon combined with the salt air? Does it bring back the fun you had that day? How about a whiff of dad's aftershave when you were little, what do you see and feel? Well, get ready to start smelling a lot more, and by brand!
That's right, by brand. There is now a Scent Marketing Institute in New York for scent marketing professionals - its strange but there is. They are working with UNLV, Las Vegas, NV, to complement the college's academic resources with their commercial expertise. Their goal is to see every company with a logo and jingle also has a "scent brand". That scent or combination of scents will separate them from competitors and provide a pleasant experience for their clients.
The logic behind this is that scent is closely connected to our memory. Once you learn the brand's scent, every time you experience it you will think of that company. There are now scent systems that can put scents in the air conditioning or heating of a building. It may be more than one scent and is done with subtlety , not a sledge hammer. Some large companies and hotels now have scent machines that keep things pleasant all day and all night. There are literally thousands of scents available to choose from and some of these scent marketing packages are very profitable for their owners.
