In last weeks blog, we discussed the powerful potential of scent marketing in events and exhibitions; including examples of scent strategies, how different scents attract different target audiences, and how these scents can be delivered. We decided that this week it would be beneficial to share with you some specific case studies of companies that have successfully implemented the use of scent marketing, to inspire and motivate you to incorporate this significant and powerful trend in your future event marketing strategies.
First United Door Technologies Inc. – This garage door manufacturer wanted their new all-steel door (that was carved to look as if it was made of pine), to have the same natural scent as it’s woody and very popular, red-cedar door. In order to achieve this, the company hid numerous tree-shaped, pine-scented car fresheners around the product display. The smell was so authentic, that attendees gathered around, inhaling the scent, rubbing their hands over the door and then holding their fingers up to their nose – thinking that the doors themselves were producing this alluring scent! The smell was extremely popular with the demographic of males generally 40 and older. Positive emotional responses of being outdoors, mowing the lawn and hiking, meant that attendees couldn’t resist lingering around the display and finding out more about this captivating product!
Purdue Pharma LP – This pharmaceutical company often prescribes aromatherapy to many of it’s exhibition attendees. Therefore it seemed natural to create a signature scent that would create a calm and relaxing atmosphere. A small in-house group tested 20 various scents, such as fresh-cut grass and lavender, with the favourite resulting in being a spa-like scent that suggested the ocean. Due to the positive emotions associated with childhood experiences at the beach, the scent was so popular it increased dwelling time of attendee’s by 40% and is still used as a signature scent in the company’s exhibition stands today!
Czarnowski Inc. – This company faced the problem of having a small exhibition stand at Exhibitor 2009 during the economic recession. However, rather then let this hold them back, Czarnowski decided to make a powerful impression by using the scent of a meadow and honeysuckle to draw in their delegates (a scent that is a favourite of both genders). Once they got the attention of the delegates, they kept them their by holding a smell IQ test. Attendees were asked to smell different scents and say which brands they associated that particular scent with. This tactic proved successful with delegates spending an estimated 25% more time in the booth than the previous year, and almost 400 attendees going home with a fragrant giveaway (scent sticks and a sachet of the brands scent – to help delegates remember them!)
We’d love to hear your comments about this topic, or alternatively if you would like us to organise a scent strategy for your event, email us at firstname.lastname@example.org.