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Ad Age published an article about big advertisers leveraging scent technology to make their ads stick out:
It's time to lead consumers by the nose. So goes the thinking at major package-goods marketers including Mars, PepsiCo, Kraft and Procter & Gamble, who hope scents will help them get attention among fragmented audiences.
Some marketers are also pushing the 5 second video ad.
As consumers get better at blocking out traditional ads, in just about every possible way everything is becoming an ad. Product packaging, product, ads...are all blurring to become one and the same. Ultimately the value being sold with ads will be trust and attention in any format available. Left unchecked, eventually branded thinking will be evoked by individual words, most good art, and just about any emotion or event we could ever experience.
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Many of the big advertisers have now started advertising and branding products and services through movies also. Market is going through a metamorphosis and converting more towards subliminal messages or neuroscience.
"Left unchecked, eventually branded thinking will be evoked by individual words, most good art, and just about any emotion or event we could ever experience."
I'm interested in your elaboration on this. Advertising has so far permeated most arenas of public space and culture. There's an interesting line in Naomi Klein's 'No Logo' where she talks about the difference between the Gen X and Gen Y generations. Gen X's had there culture commodified over time, while Gen Y's have grown up with every aspect of it sold to them already.
Just recently google buying out youtube to incorporate there online audio ads was also something that was an interesting move.
Yes we have evolved in how we deliver the message. But, the underlying factors are still the same. Today's marketers can learn a great deal from history. Look at the success of PT Barnum and Ben Franklin. The fundamentals haven't changed in hundreds of years.
I agree with Eugene marketing priciple have been the same year after year. I think the focus one expensive digital marketing has left some very interesting holes in the traditional offline marketing sector. At least for us small business owners
Scent marketing is used by hotels to make their lobbies more appealing (Omni), airlines to make their stewardesses memorable (Singapore Airlines) and Stu Leonard has done it for years by blowing the scent of his baked goods throughout the store. Samsung is even working on a "tech smell"
We did a post on scent marketing---the scents are even being tradmarked-- like the cut grass scented tennis balls.
http://tinyurl.com/yejdk5
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