October 8, 2007 • 10:02 am
Traditional advertising is no longer enough to get the attention of consumers. In a attempt to lure consumers marketers are trying to catch their attention through sight, sound, and now smell. Scents have been coming out of magazines for as long as I can remember, but now you can run into scent marketing in grocery stores and department stores.
Scent Noses Its Way Into More Ad Efforts – WSJ.com
Starting today, pedestrians on the crowded sidewalks adjacent to Bloomingdale’s New York flagship store may notice a certain fragrance in the air. It won’t be their imagination: to promote Donna Karan’s new perfume DKNY Delicious Night, the retailer will be spraying it into the air.
The effort is an extreme example of a broader marketing trend. After years of bombarding consumers with ads aimed at their eyes and their ears, advertisers are focusing more on the nose — with ads that rely on smell to get attention. Spraying a fragrance into the air isn’t practical for most advertisers. Instead, a growing array of companies — including food and beverage makers and even TV networks — are adopting a technique once reserved for perfume companies: sniff ads in magazines.
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Filed under: Consumer, Fragrance, In Store, sensory marketing
Retail stores needed a way to combat the low low prices of Wal-Mart. They did this by offering a shopping experience that is enjoyable instead of hectic. We’ve seen over the past couple of years large scale supermarkets opening smaller specialty stores, following the Whole Foods model.
Not Copying Wal-Mart Pays Off for Grocers – WSJ.com
After years of decline brought on by fighting Wal-Mart Stores Inc. on price, the nation’s grocery chains are on the mend.
The supermarkets are winning back shoppers by sharpening their differences with Wal-Mart’s price-obsessed supercenters, stressing less-hectic stores with exotic or difficult-to-match products and greater convenience. Last year, sales at supermarkets open at least a year rose 4%, the biggest increase in five years, according to retail consultants TNS Retail Forward. While the gains are still modest, the supermarkets got more good news last week when Wal-Mart announced it would cut back on new supercenter openings for the next several years.
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Filed under: Consumer, experiential, gourmet, In Store, sensory marketing, shopping
Proctor & Gamble is experimenting in brand extension with a new line of Febreze candles. Febreze is aiming to attach itself to the concept of freshness rather that to a specific item, which has allowed the company to launch a wide range of products under the Febreze name.
P&G Rekindles an Old Flame – WSJ.com
Procter & Gamble is selling candles again, nearly 90 years after the rise of electric lighting forced the company to stop making them.
This time around, though, the company says its candles will do more than just light a room. P&G claims they can trap bad odors using new technology, and quickly fill a room with fragrances such as “Linen & Sky” and “Meadows & Rain.”
Filed under: advertising, CPG, experiential, sensory marketing, Women
Scented advertising is catching on at a rapid pace. A new promotion with Omni Hotels and Starbucks puts scented stickers on free copies of USA Today. The scent of blackberry will suggest the guest start their day with a cup of Starbucks coffee “paired with a fresh muffin.”
Joint Promotion Adds Stickers to Sweet Smell of Marketing – New York Times
A PROMOTION scheduled to begin today may prompt hotel guests to exclaim, with apologies to “Apocalypse Now,” that they love the smell of advertising in the morning.
Guests at Omni luxury hotels will find small scented stickers on the
front pages of their free copies of USA Today. A blackberry aroma will
suggest that the guests start the day at their hotels with a cup of Starbucks
coffee “paired with a fresh muffin.” The promotion, to be tested for at
least six months, is being sponsored by Omni Hotels and Starbucks
Filed under: experiential, Fragrance, OOH, Promotions, sensory marketing, travel