Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Sending a Scent by Snail Mail

The British Postal Service is trying a new initiative, aimed at marketers who use the mail to reach
potential consumers; It encourages them to incorporate a scent, taste or
sound in their snail mailings.

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Sending a Scent by Snail Mail – New York Times
IT sometimes seems that everything is being digitized, particularly in businesses like media and marketing. But there are still a few things that cannot be reduced to electronic pulses and sent around the world instantly: The taste of chocolate, for example, or the smell of perfume or the human touch.

Now the Royal Mail, the British postal service, which has been hit hard
by the effects of the Internet, is trying to stimulate business by
appealing to the senses. A new initiative, aimed at marketers who use
the mail to reach potential consumers, encourages them to incorporate a
scent, taste or sound in their snail mailings.

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Filed under: advertising, experiential, Fragrance

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