Presentatie van Bas de Haan tijdens het State of the Art Marketing event 2013.

1. Scent marketing
25 januari 2013

2. Multisensory Marketing
• The 5 senses:
• Touch
• Sight
• Sound
• Taste
• Smell

3. Brands using senses
• Touch & Sight: Bang & Olufsen
• Sound & Sight: Intel, Nokia
• Taste & Smell & Sight: Colgate toothpaste
• Sound & Sight & Touch & Smell: Singapore
Airlines

4. Sensory importance
• Sight 58%
• Smell 45%
• Sound 41%
• Taste 31%
• Touch 25%
• Source: Millward Brown and Martin Lindstrom

5. Focus on smell
• Unfiltered into right side of brain (limbic
system)
• All other senses filtered through left side of
brain (cognitive filter)
• Smell can trigger emotions, lust, memories
• Main emotions: nostalgia (childhood), mood
(aromatherapy), desire (Gourmet)

6. Scent applications
• Printing matters
• Textile
• (Plastic) Packaging
• Plastic beads
• POP/POS (Displays, wobblers, diffusers)
• Ambient scenting
• E-sampling

7. Key roles of using scents
• Brand briefing
• Fragrance briefing
• Quality of fragrance
• Safety
• Performance/technical skills
• Best application
• Panel/consumer test
• ROI/accountability

8. Potential customers
• FMCG companies
• POP/POS manufacturers/Retailers
• Printing companies
• Packaging designers/manufacturers
• Agencies
• Hospitality (hotels, casinos, wellness)
• Real Estate (offices, shopping malls, houses)
• Automotive

9. Cases
• Dr. Oetker
• Figi Hotel
• SC Johnson
• Unive
• Nike
• Unilever Deodorants
• Barilla
• Red Bull
• Softdrink A-brand

10. Future
• More supporting data required regarding:
• Fragrance selection
• Performance scent diffusor
• ROI/Accountability

11. Recommended Books