Selling electronics with scents
This one is a little old, but still a great item. We know that the five senses are a very rich area for marketeers and advertisers to play in when offering consumers hands-on time with products. On any given day you can walk into Circuit City and see the same TVs that you saw yesterday, but today some are brighter and crisper. You can go into a grocery and the almost overripe fruits are now up front letting off their final aroma. Tons of integrators have showrooms to give customers a hands-on preview as to what their A/V or home automation systems will be like. But what if you just really want to go crazy and switch things around?
I can’t imagine where the sense of taste would ever be involved, but Time magazine tells us that smell happens to be a sense that companies can tap into for influencing consumers.
Advertising studies in Martin Lindstrom’s book, Brand Sense, suggest that although most contemporary commercial messages are aimed at our eyes, many of the emotion-triggering moments people remember on a given day are actually prompted by smell. And scents, experiments have shown, can evoke an array of sensations.
Last year, Sony capitalized on scent in its SonyStyle stores to try to draw more female shoppers. Sony employed ScentAir and its mixologists to come up with a combination from the company’s 1,500-plus oils. Exec’s picked five scents, leaned towards a mix of orange and vanilla, and then sorted through about 40 orangey scents. The final aroma’s orange hint was more of a blood orange scent, and Sony’s creative director, Christine Belich, says the company uses it in all 37 of its stores.
Along with Sony, ScentAir lists large home builders such as Centex and Pulte among its many clients, though it does not specify if the aroma is being wafted through their real estate showrooms that might have them hand-in-hand with home buying options such as counter tops, tiling, and more and more these days, electronics.
So if I just go ahead and purchase a HUGE TV, can I bring the scent home to try and convince my wife that it will be fantastic?
Read [CE Pro]
Written by Adam Berger for Gadgetell, 2006. |
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