Forget the GPS, just Follow Your Nose

North Carolina’s Bloom grocery chain must’ve been paying attention when author and Whiff-Guy-Extrordanaire C. Russell Brumfield stated in his bestselling book, Whiff! The Revolution of Scent Communication in the Information Age, “You can undoubtedly attract more attention to your billboards, posters, banners, and outdoor signage if you add aroma to them.” The chain was perhaps slightly less attentive to Brumfield’s next sentence, which advised that “…roadside billboards are neither a cost effective, nor efficient way to deliver scent messages to drivers,” but, hey…if less is more, just think how much more more will be!

Bloom’s gigantic new billboard on Route 150 in Mooresville aims to visually tantalize passing motorists with a towering fork piercing a juicy chunk of steak to visually tantalize passing motorists while an accompanying scent of charcoal-grilled pepper steak snares them by the nose as well. The scent is emitted by a high-powered fan at the bottom of the billboard that blows air over cartridges loaded with fragrance oil, according to Murray Dameron, marketing director for Charlotte-based ScentAir, for whom the billboard represents a whole new venture into scent marketing. “It smells like grilled meat with a nice pepper rub on it.”

The billboard, which Bloom lit up on May 28, will emit scents six hours per day through June 18. “In terms of being creative, with all of the advertising around, you want to be able to jump out and grab the consumer’s attention,” says Angie Hunter, the manager of marketing for Bloom.

So, how is the campaign working out for Bloom? Early reports from locals suggest that it is indeed falling a tad short of the mark of a 30′ field of smellability. “If nobody tells, you don’t know,” said Mahesh Shah, owner of the gas station next door, who didn’t realize the billboard was supposed to smell until the media began to arrive. Then again, Shah may have inadvertently hit the nail on the head. The media blitz surrounding Bloom’s scented billboard has been nothing short of astounding, drawing attention from virtually every major publication and news agency in the nation.

Congratulations to Air Aroma and GPP!

June 2nd is a banner day for our friends at Air Aroma! During a press conference at the Australian Embassy in Tokyo, CEO John van Roemburg will welcome Global Product Planning (GPP) as their new exclusive distributor in Japan.

GPP is a powerful player in the Japanese market with many connections in the corporate sector, and well-known for their strength in scenting products. Due to the growing demand for scent marketing in Japan, particularly for multinational clients, it’s clear that Air Aroma and Global Product Planning are going to be the perfect match. The companies will work closely together on projects and new product development for Japan and the entire global market.

A Landmark in Endorphin Branding™

New York City’s elegant Plaza Hotel has thrown its iconic hat into the scent branding ring with a striking new signature collection, exclusively available for purchase at “>The Plaza Beauty located on the concourse level of The Shops at The Plaza.

The Plaza eau de parfum includes notes of bergamot, amber, iris, leather, and grapefruit, and will be available in two sizes, 1.7 ounces for $95.00 and 3.4 ounces for $140.00.

Guests Love the Fresh Scent of Omni

In 2006, Omni Hotels & Resorts was a pioneer in offering sensory branding as part of their public space amenities with the use of a green tea and lemongrass infused scent in their lobbies and cappuccino and mochaccino-infused scenting in their Morsels coffee cafes. During the summer of 2009, Omni Hotels & Resorts selected Ambius to be their new scent branding partner, effective December 2009. It’s turned out to be a partnership heaven-scent, according to Stephen Rosenstock, Senior Vice President of Brand Standards for Omni Hotel & Resorts.

“Of the five senses, smell is the most powerful trigger of emotions and memories,” says Rosenstock. “Since the implementation of the Ambius Microfresh scent branding program at our hotels, we have received positive feedback from our guests. Guests continually comment on the cleanliness and freshness of our lobbies, hallways and meeting rooms. While most guests cannot put their finger on the origin of the scent, some guests attribute the fresh aroma in our lobby areas to the lush foliage.”

“Our ambient scenting system results in a holistic, inspiring and memorable atmosphere which complements and reinforces Omni’s mission to exceed the expectations of guests,” says Jeff Mariola, Ambius divisional managing director. “We’re extremely pleased to partner with like-minded companies who understand the role that scent can play in creating a unique experience.”

Pharmaceutical Scents

With the time to develop a drug taking 10 to 15 years, and the cost to create it soaring more than 300 percent since 1987, the pharmaceutical industry is a competitive landscape. According to Exhibitor Online, that’s why Purdue Pharma L.P., manufacturer of analgesics and other drugs, likes to create a sense of ease in its trade show exhibits and capture attendees’ attention by prescribing a bit of aromatherapy. For years, the pharmaceutical company baked cookies in its booth. But, with the 2002 tightening of the health-care industry’s “Pharma Code” that governs pharmaceutical companies’ marketing efforts and activities, Purdue decided to discontinue serving cookies. When it started looking to reintroduce scent back into the booth, it wanted an approach that would be soothing, comforting, and warm.

A small in-house group tested 20 various scents, such as fresh-cut grass and lavender, on staff and customers. The favorite that emerged was a spa-like scent that suggested the ocean, orchids, and aloe vera.

Purdue introduced the scent into its 30-by-40-foot booth at the American Academy of Pain Medicine annual meeting. Evoking thoughts of azure seas and exquisite flowers, the scent helped put visitors at ease. Staff also used it as an icebreaker, asking visitors to tell them what they thought of the scent, and how they reacted to it. The scent strategy proved so successful, Purdue has continued using the balmy bouquet in its exhibits to this day.

Natural scents like the one Purdue used can extend dwell time by as much as 40 percent, according to Whiff-Guy C. Russell Brumfield, especially since the older demographic among the show’s audience — specifically attendees age 40 and older — are most likely to find such organic scents appealing. It’s likely that the average American has visited the ocean at some point and therefore may have formed pleasant associations about it when young — a key component in scent marketing.

Sony’s New Playstation Makes Scents

The latest in gaming technology from the innovative minds at Sony smells like a winner!

Playstation® Scent™ is powered by OXYtracking technology, which allows scent information to be recorded onto Blu-Ray discs then released to an OXYtrack™ emitter fitted with ester dispensers. Just as a printer blends a finite number of ink cartridges to replicate every color imaginable, the ester dispenser combines a few “base scents” to create a myriad of impressions all across the scent spectrum.

Bundled with your OXYtrack ™ emitter, you’ll find an OXYtrack re-issue of Uncharted 2 - Among Thieves which enhances your journey through the streets of Tibet to the mythical valley of Shambhala with a multitude of oriental spices and incense. Future titles for the Playstation® Scent™ include Gran Turismo 5 and SOCOM 4, which will feature scents ranging from burning tires to tear gas and other weapon-specific scents.

The Scent of a Pretty Woman

“It has been a life-long dream of mine to create a perfume that speaks to women everywhere,” says Barbara Orbison, wife of the late great Roy Orbison, whose amazing operatic voice touched the hearts of several generations. “I believe that within every woman there is a pretty woman and my signature fragrance helps bring that out that inner confidence and spirit so they feel strong, empowered, sensual and pretty.”

Pretty Woman immediately brings to mind that iconic Roy Orbison song and, of course, the favorite fairy tale movie. “Like the notes of a song, the notes of Pretty Woman Perfume open to reveal a complex melody of florals, spices and woods. Its crisp, luminous bergamot top note evolves to reveal a full, vivacious middle note accord of stargazer lily, red rose and carnation. The fragrance’s base note accord of fresh amber, patchouli, vanilla, atlas cedar and sacred incense combine with a lingering everlasting warmth and harmony.”

At a suggested retail price of $80, the fragrance is garnering rave reviews across the internet and striking a harmonious chord with pretty women everywhere.

Endorphin Branding™ To-Go

You may occasionally forget a face, or a favorite old tune, but - whether or not you are consciously aware of it - you will almost certainly never forget a smell. It’s a phenomenon the Whiff-Guys have dubbed Endorphin Branding™. And the design studio of kawamura-ganjavian has found a nifty way to bring the benefits of Endorphin Branding™ to the masses.

“One particular scent can bring back more memories than a thousand pictures. Wouldn’t it be fantastic to store smells the same way we store photographs? SCENTER is a depository of scents. Concentrated personal fragrances can be stored inside compact cartridges, their scent being released through a nozzle upon pressing the bellows thus evoking the memories embedded in them.”

Considering that one of my own earliest childhood memories is the miniature shetland pony given to me by my aunt when I was 3, I doubt the world at large would be flocking to the aroma of my SCENTER, but “to each, his own” is the very essence of Endorphin Branding™.

Celine?-$35. Britney?-$45. You?-Priceless!

You don’t have to be a chemist - or a celebrity - to create your very own signature scent from scratch. The Alkindus Distiller is a snazzy looking contraption that extracts essential oils from plant leaves of your choice. The still has a copper frame and a cucurbit, condensing pot, and a glass cooling cup. The cucurbit holds the liquid to be distilled and is heated by the oil lamp. As the liquid boils, oil vapor is produced and moves from the cucurbit through the swan-neck tube and, once it reaches the water-filled condensing pot, is cooled and converted into a concentrated distillate.

The device will set you back about $200, but the endless possibilities and sheer mad-scientist fun of plucking, blending, and bottling every smelly plant in your garden make the investment seem pretty sweet!

Scent Branding Predicted to Gain Momentum

WebucationAustralia.com has released its “10 favorite Internet marketing predictions for 2010 as submitted by the MarketingExperiments community” and the Whiff-Guys are pleased to note that a prophecy by our pal Tracy Pepe at Nose Knows Consulting made the cut:

“I predict impressive brand scent campaigns within 10 to 14 months for Canada. Europe, specifically London, has already gained strength and Spain is not far behind. The USA will join in within 16 to 18 months and will push the trends. Watch and smell, people! Social media may be considered strong but you never forget a smell. The impression of social media lasts less than a second or until the next blog shows up.”

If we might presume to toss in our 2-scents, the Whiff-Guys are certain that Tracy’s prediction is right on the nose.

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