Marian stayed home to raise Michelle and her brother, Craig, skillfully managing...
Written by Jennifer Dublino, on June 8th, 2010
Welcome to the ultimate Scent Marketing blog from the only independent authority on the subject, the Scent Marketing Institute.
Our mandate is to educate and inform the demand and supply side of our industry about the opportunities that reside in the use of scent for marketing and branding. We call this the “non-traditional” use of fragrances, scents, aromas and (increasingly) flavors.
We are aware of our diverse audience.
There are the brands and their agencies as well as retailers and their in-store designers. There is a growing number of customer experience experts. They may have Martin Lindstrom’s BrandSense and (lately) Buyology on their night stands as recommended reading. They understand multisensory marketing but are to a large degree reluctant to engage in the olfactory component because there are no real numbers on the Return on Investment. And while Lindstrom tells you the “why”, he doesn’t elaborate on the “how”.
There are the providers of scent delivery technology. Which may be microencapsulation, making scent suitable for the printed page or ways of incorporating aromas into plastic, packaging and product labels. Other devices are for the use at the point-of-sale, in convenience stores and at gas pumps. And then there are units that create the hugely profitable scented environments in hotels, casinos and on cruise ships. The “Scent Solution Providers” for a long time have been the driving force of our industry. They were willing and (most of them) able to put marketing dollars behind promoting their wares early on. They singlehandedly took care of educating the marketplace – of course slightly slanted towards the products they sell.
Out of necessity (and because of the sweet profit margins) they also offer the fragrances needed to accomplish the olfactory effects that ultimately result in their clients’ product sales and brand recognition. While we take the position that technology should be developed by engineers and fragrances by perfumers, we can’t blame them as long as the fragrance manufacturers (with a few honorable exceptions) have not really embraced us “non-traditionals” and acknowledged our growth potential.
Then there is an interested public, divided into fragrance lovers, fragrance haters and a few that can’t stand any fragrance for medical or psychological reasons. Keywords such as “transparency”, “responsibility” “trust”, “compassion” apply. Nowadays, everybody can be a publisher and will be. And as long as we do not react to the keywords we cannot influence what they will be writing about. The public wants to know what’s going on and it wants to know that it is not only fun and entertaining but also safe. Questions are many, answers are few.
Let’s not forget the scientific community, having generated numerous papers and research documents that are published in scientific journals that few of us have ever heard of. If only they were more readily available, their value to our audience and the commercial community could be huge.
So you see, our plate is full. This blog will have many masters to serve and it will be difficult at times to remain friends with everybody. But we will try.
We invite you to participate, to make your thoughts and opinions known and to engage in a fruitful conversation that will bring the subject of Scent Marketing forward.
So how’s that for a start? Stay tuned, participate, contribute!