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Traditional Marketing methods are becoming LESS AND LESS EFFECTIVE!

New products fail at a rapid rate and most advertising campaigns don't register anything distinctive in the customers' mind. One of the reasons for this is that we are so overwhelmed with visual and auditory stimuli that we block most of it out. Most advertising, marketing and branding strategies focus on TV, radio and print ads. (paraphrased from Brand Sense, Martin Lindstrom)

BUT we experience the world around us with all the senses so why are we not marketing to all the senses?

Brands have to be able to deliver a full sensory and emotional experience and most brands don't move beyond the traditional paradigms of sight and sound. Experiential marketing as it is also known received 4.7 million hits on Google in 2005 and it's popularity amongst consumers and marketers alike is growing. In 2004, marketers spent $150 billion on experiential marketing and a survey conducted by HPI Research, showed that 34% of marketing executives surveyed intend to increase that spend dramatically.

Brand InScentives specializes in introducing the sense of smell into branding and marketing campaigns.

In studies undertaken with South African companies we established, amongst others, that by introducing aroma:

• Customers spent longer in-store
• Spontaneous purchases increased
• Customers satisfaction levels with aspects unrelated to smell improved

"Happiness is perfume, you can't pour it on somebody else
without getting a few drops on yourself"
James Van Der Zee