SXSW 2012

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Here's the quick visual guide for Show & Smell: Marketing Experiences Beyond the Visual from 2012

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  • Introductions…David Polinchock has been exploring emerging technologies for 20 years, starting with virtual reality in 1990, and challenges marketers to create better experiences and to understand how consumers want to have those experiences.He has 20+ years experience in understanding how emerging technologies will impact advertising/marketing. He has taught experience design for a variety of universities, including CMU, NYU, and the Fashion Institute of Technology.Warren Kronberger is the head of Research & Development at The Marketing Store. The Marketing Store is one of the world’s largest brand activation agencies specializing in experiential marketing, consumer promotions and youth and family marketing for major retailers, restaurants, and consumer packaged goods.
  • In studies, groups exposed to multi-sensory environments always outperform those in uni-sensory environments. Their recall is better all around – in quantity of information retained, clarity and duration. (John Medina, Brain Rules 12 Principles for Surviving and Thriving at Work, Home and School, NY: Pear P, 2008) (4imprint.com blue papers- Dollars and Sense the Impact of Multi-Sensory marketing)
  • In studies, groups exposed to multi-sensory environments always outperform those in uni-sensory environments. Their recall is better all around – in quantity of information retained, clarity and duration. (John Medina, Brain Rules 12 Principles for Surviving and Thriving at Work, Home and School, NY: Pear P, 2008) (4imprint.com blue papers- Dollars and Sense the Impact of Multi-Sensory marketing)
  • Staging: Need someone from team to switch between webcam and presentation using mouseNeed: Glass of ice water for demonstration of color changeTalking points: It may seem like a simple technology, but considerations for how safety comes into play.
  • Thoughts on staging:Ask for a volunteer from the audience.Position them in a chair, perhaps give them a newspaper. Ask if they’ve ever seen one of those before.Explain that a gumball will be coming out of the machine. Ask that they remove the gumball and place in jar.Explain to audience that it is up to them to get gumball out of machine through tweeting. AND, explain that this is a prototype so it may not work perfectly—to be patient.NEED: Someone willing to play a gumball ninja, should we get more than 60 tweets.
  • Staging: David explains what this is, takes crowd through what makes the Lytro camera different. What needs to happen afterward to share picture with crowd?Ask the crowd to mug for the shot—so they can find themselves.Need to tie back to brands—experiential marketing, perhaps.
  • Our hands are an important link between our brains and the world. In fact, as humans we have more tactile receptors in our little fingers alone than we do on our entire back. These receptors help us explore objects in our surroundings. When we encounter a pleasant touch, the brain releases a hormone called oxytocin, leading to feelings of well-being and calm. When it comes to sensory marketing, our touch experience includes material, surface, temperature, weight, and form. BertilHulten, NiklasBroweur, and Marcus Van Dijk: Sensory Marketing. New York: Palgrave MacMillan, 2009 (4imprint.com blue papers- Dollars and Sense the Impact of Multi-Sensory marketing) The sense of touch is referred to as our haptic sense. Researchers found that shoppers who touch a product are more likely to purchase, even as it relates to impulse buys. They’ve also found, logically, that the ability to touch a product increases our confidence in the items quality. Lawrence Erlbaum: Brick & Mortar Shopping in the 21stCentrury (Advertising and Consumer Psychology) Mahwah, 2007 (4imprint.com blue papers- Dollars and Sense the Impact of Multi-Sensory marketing) 
  • Our hands are an important link between our brains and the world. In fact, as humans we have more tactile receptors in our little fingers alone than we do on our entire back. These receptors help us explore objects in our surroundings. When we encounter a pleasant touch, the brain releases a hormone called oxytocin, leading to feelings of well-being and calm. When it comes to sensory marketing, our touch experience includes material, surface, temperature, weight, and form. BertilHulten, NiklasBroweur, and Marcus Van Dijk: Sensory Marketing. New York: Palgrave MacMillan, 2009 (4imprint.com blue papers- Dollars and Sense the Impact of Multi-Sensory marketing) The sense of touch is referred to as our haptic sense. Researchers found that shoppers who touch a product are more likely to purchase, even as it relates to impulse buys. They’ve also found, logically, that the ability to touch a product increases our confidence in the items quality. Lawrence Erlbaum: Brick & Mortar Shopping in the 21stCentrury (Advertising and Consumer Psychology) Mahwah, 2007 (4imprint.com blue papers- Dollars and Sense the Impact of Multi-Sensory marketing) 
  • STAGING:Touchcode conference Ask crowd to open their packets.
  • STAGING: As people are entering, they pass over a panel that will either light up a lamp—or mark how many watts they have generated. (Which we will then want to share on screen).
  • STAGING:Touchcode conference Ask crowd to open their packets.
  • In 2007, Welch’s included an ad in People which included a one-time use peel-off taste sample using dissolving flavor strips. The Welch’s ad had the highest brand recall of all ads in the issue and generated viral buzz. 59% of users who tried the flavor strips said they were more likely to purchase Welch’s Grape Juice after interacting with the ad. Larry Doborw: Anatomy of The Consumer: Taste, MediaPost, 1 May 2009, 14 July 2009 (4imprint.com blue papers- Dollars and Sense the Impact of Multi-Sensory marketing)
  • In 2007, Welch’s included an ad in People which included a one-time use peel-off taste sample using dissolving flavor strips. The Welch’s ad had the highest brand recall of all ads in the issue and generated viral buzz. 59% of users who tried the flavor strips said they were more likely to purchase Welch’s Grape Juice after interacting with the ad. Larry Doborw: Anatomy of The Consumer: Taste, MediaPost, 1 May 2009, 14 July 2009 (4imprint.com blue papers- Dollars and Sense the Impact of Multi-Sensory marketing)
  • STAGING: Ask crowd to open their packets.
  • Fast music decreases spending in a retail environment, but increases turnover in restaurants. For resataurants more concerned with increasing the spend-per-customer ration, slower music creates longer dining times, leading to a 29 percent incrase in the average bill according to one experiment. Did you know the crunch of Kellogg’s cornflake was carefully developed in sound labs? By introducing a distinctive sound to its breakfast cereal, the company integreated four senses into its product: Taste, touch, sight and sound. Martin Lindstrom, BRAND sense Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound. New York: Free P, 2005 (4imprint Blue Papers 2009) 
  • Fast music decreases spending in a retail environment, but increases turnover in restaurants. For resataurants more concerned with increasing the spend-per-customer ration, slower music creates longer dining times, leading to a 29 percent incrase in the average bill according to one experiment. Did you know the crunch of Kellogg’s cornflake was carefully developed in sound labs? By introducing a distinctive sound to its breakfast cereal, the company integreated four senses into its product: Taste, touch, sight and sound. Martin Lindstrom, BRAND sense Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound. New York: Free P, 2005 (4imprint Blue Papers 2009) 
  • Fast music decreases spending in a retail environment, but increases turnover in restaurants. For resataurants more concerned with increasing the spend-per-customer ration, slower music creates longer dining times, leading to a 29 percent incrase in the average bill according to one experiment. Did you know the crunch of Kellogg’s cornflake was carefully developed in sound labs? By introducing a distinctive sound to its breakfast cereal, the company integreated four senses into its product: Taste, touch, sight and sound. Martin Lindstrom, BRAND sense Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound. New York: Free P, 2005 (4imprint Blue Papers 2009) 
  • STAGING: David to speak into spectra and have it translate back. And/orexplain the impact of spectra on brands with multicultural audiences– allowing a brand to reach audiences in other countries.
  • STAGING: Warren to describe the audio spotlight. Begin by asking the audience to raise their hands when they hear birds. And put their hands down again when it fades as he moves it through the crowd.
  • STAGING: Warren to approach the poster that has been sitting on stage the whole time. And talk a little bit about surprising and delighting a brand’s consumers through sound. Or making your product produce noise. Take anything. Take this poster…HE TURNS POSTER AROUND TO REVEAL A SIGN THAT SAYS THIS POSTER IS A SPEAKER. And demonstrate the music.
  • 2-3 most interesting (tweetable) sound bytes: The human nose can identify and recall as many as 10,000 scents. C Russell Brumfield, James Goldney, and Stephanie Gunning. Whiff! New York: Quimby Publishing, 2008 As much as 75 percent of our emotions are generated by what we smell.Out of all the senses, smell is the only one with a direct link to the brain. Every other sensory system must send a signal to the thalamus and ask permission to connect to the rest of the brain. Smell signals bypass the thalamus and go right to the brain.  Martin Lindstrom, BRAND sense Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound. New York: Free P, 2005 (4imprint Blue Papers 2009) At the Hard Rock hotel in Orlando, management pumped the smell of waffle cones to direct patrons to a hard-to-find ice cream shop in the basement and sales increased by 45%. Suzanne Hoppough: What’s that Smell?” Forbes. 2 Oct 2006, Wev 11 July 2009 (forbes.com) (4imprint Blue Papers 2009) A study conducted by the Smell & Taste Research Foundation evaluated the effects of odors on product perception. One of the tests consisted of placing Nike sneakers in two different rooms, one with unscented air, the other scented with a mixed floral smell. 84% of people in the study said they were more likely to buy the shoes, or liked them more, in the scented room. And many said they would pay over $10 more for the product in the scented environment. The odor of pink grapefruit on a woman causes her to be perceived as six to 10 years younger than her actual age—Now we didn’t want to fill the room with pink grapefruit because this audience is such a young audience, we didn’t want you to get carded all weekend.Instead, we’re going to ask that you close your eyes now and conduct our own little experiment. Scientists have found that aromas can profoundly affect people's cognitive abilities. In a 2003 study, psychologists asked 144 volunteers to perform a series of long-term memory, working memory, and attention and reaction tests; some subjects worked in a scent-free cubicle, some in a cubicle infused with essential oil from rosemary, and the rest worked in cubicles scented with lavender oil. As it turned out, those in the rosemary-infused cubicles demonstrated significantly better long-term and working memory than those in the unscented cubicles, while those in the lavender-scented cubicles performed worse than the others in tests of working memory. Furthermore, those exposed to the smell of rosemary reported feeling more alert than the control (scent-free) group, while participants working in the lavender cubicles reported feeling less alert.
  • 2-3 most interesting (tweetable) sound bytes: The human nose can identify and recall as many as 10,000 scents. C Russell Brumfield, James Goldney, and Stephanie Gunning. Whiff! New York: Quimby Publishing, 2008 As much as 75 percent of our emotions are generated by what we smell.Out of all the senses, smell is the only one with a direct link to the brain. Every other sensory system must send a signal to the thalamus and ask permission to connect to the rest of the brain. Smell signals bypass the thalamus and go right to the brain.  Martin Lindstrom, BRAND sense Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound. New York: Free P, 2005 (4imprint Blue Papers 2009) At the Hard Rock hotel in Orlando, management pumped the smell of waffle cones to direct patrons to a hard-to-find ice cream shop in the basement and sales increased by 45%. Suzanne Hoppough: What’s that Smell?” Forbes. 2 Oct 2006, Wev 11 July 2009 (forbes.com) (4imprint Blue Papers 2009) A study conducted by the Smell & Taste Research Foundation evaluated the effects of odors on product perception. One of the tests consisted of placing Nike sneakers in two different rooms, one with unscented air, the other scented with a mixed floral smell. 84% of people in the study said they were more likely to buy the shoes, or liked them more, in the scented room. And many said they would pay over $10 more for the product in the scented environment. The odor of pink grapefruit on a woman causes her to be perceived as six to 10 years younger than her actual age—Now we didn’t want to fill the room with pink grapefruit because this audience is such a young audience, we didn’t want you to get carded all weekend.Instead, we’re going to ask that you close your eyes now and conduct our own little experiment. Scientists have found that aromas can profoundly affect people's cognitive abilities. In a 2003 study, psychologists asked 144 volunteers to perform a series of long-term memory, working memory, and attention and reaction tests; some subjects worked in a scent-free cubicle, some in a cubicle infused with essential oil from rosemary, and the rest worked in cubicles scented with lavender oil. As it turned out, those in the rosemary-infused cubicles demonstrated significantly better long-term and working memory than those in the unscented cubicles, while those in the lavender-scented cubicles performed worse than the others in tests of working memory. Furthermore, those exposed to the smell of rosemary reported feeling more alert than the control (scent-free) group, while participants working in the lavender cubicles reported feeling less alert.
  • 2-3 most interesting (tweetable) sound bytes: The human nose can identify and recall as many as 10,000 scents. C Russell Brumfield, James Goldney, and Stephanie Gunning. Whiff! New York: Quimby Publishing, 2008 As much as 75 percent of our emotions are generated by what we smell.Out of all the senses, smell is the only one with a direct link to the brain. Every other sensory system must send a signal to the thalamus and ask permission to connect to the rest of the brain. Smell signals bypass the thalamus and go right to the brain.  Martin Lindstrom, BRAND sense Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound. New York: Free P, 2005 (4imprint Blue Papers 2009) At the Hard Rock hotel in Orlando, management pumped the smell of waffle cones to direct patrons to a hard-to-find ice cream shop in the basement and sales increased by 45%. Suzanne Hoppough: What’s that Smell?” Forbes. 2 Oct 2006, Wev 11 July 2009 (forbes.com) (4imprint Blue Papers 2009) A study conducted by the Smell & Taste Research Foundation evaluated the effects of odors on product perception. One of the tests consisted of placing Nike sneakers in two different rooms, one with unscented air, the other scented with a mixed floral smell. 84% of people in the study said they were more likely to buy the shoes, or liked them more, in the scented room. And many said they would pay over $10 more for the product in the scented environment. The odor of pink grapefruit on a woman causes her to be perceived as six to 10 years younger than her actual age—Now we didn’t want to fill the room with pink grapefruit because this audience is such a young audience, we didn’t want you to get carded all weekend.Instead, we’re going to ask that you close your eyes now and conduct our own little experiment. Scientists have found that aromas can profoundly affect people's cognitive abilities. In a 2003 study, psychologists asked 144 volunteers to perform a series of long-term memory, working memory, and attention and reaction tests; some subjects worked in a scent-free cubicle, some in a cubicle infused with essential oil from rosemary, and the rest worked in cubicles scented with lavender oil. As it turned out, those in the rosemary-infused cubicles demonstrated significantly better long-term and working memory than those in the unscented cubicles, while those in the lavender-scented cubicles performed worse than the others in tests of working memory. Furthermore, those exposed to the smell of rosemary reported feeling more alert than the control (scent-free) group, while participants working in the lavender cubicles reported feeling less alert.
  • 2-3 most interesting (tweetable) sound bytes: The human nose can identify and recall as many as 10,000 scents. C Russell Brumfield, James Goldney, and Stephanie Gunning. Whiff! New York: Quimby Publishing, 2008 As much as 75 percent of our emotions are generated by what we smell.Out of all the senses, smell is the only one with a direct link to the brain. Every other sensory system must send a signal to the thalamus and ask permission to connect to the rest of the brain. Smell signals bypass the thalamus and go right to the brain.  Martin Lindstrom, BRAND sense Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound. New York: Free P, 2005 (4imprint Blue Papers 2009) At the Hard Rock hotel in Orlando, management pumped the smell of waffle cones to direct patrons to a hard-to-find ice cream shop in the basement and sales increased by 45%. Suzanne Hoppough: What’s that Smell?” Forbes. 2 Oct 2006, Wev 11 July 2009 (forbes.com) (4imprint Blue Papers 2009) A study conducted by the Smell & Taste Research Foundation evaluated the effects of odors on product perception. One of the tests consisted of placing Nike sneakers in two different rooms, one with unscented air, the other scented with a mixed floral smell. 84% of people in the study said they were more likely to buy the shoes, or liked them more, in the scented room. And many said they would pay over $10 more for the product in the scented environment. The odor of pink grapefruit on a woman causes her to be perceived as six to 10 years younger than her actual age—Now we didn’t want to fill the room with pink grapefruit because this audience is such a young audience, we didn’t want you to get carded all weekend.Instead, we’re going to ask that you close your eyes now and conduct our own little experiment. Scientists have found that aromas can profoundly affect people's cognitive abilities. In a 2003 study, psychologists asked 144 volunteers to perform a series of long-term memory, working memory, and attention and reaction tests; some subjects worked in a scent-free cubicle, some in a cubicle infused with essential oil from rosemary, and the rest worked in cubicles scented with lavender oil. As it turned out, those in the rosemary-infused cubicles demonstrated significantly better long-term and working memory than those in the unscented cubicles, while those in the lavender-scented cubicles performed worse than the others in tests of working memory. Furthermore, those exposed to the smell of rosemary reported feeling more alert than the control (scent-free) group, while participants working in the lavender cubicles reported feeling less alert.
  • David introducesOlly and then, asks the audience to tweet his name. And then thanks the audience.How this would work for a brand—Cinnabon for instance, or McDonald’s
  • This is a photo of the lobby of the Shore Club which uses scent marketing to infuse its lobby with a calm signature scent.
  • 2-3 most interesting (tweetable) sound bytes: The human nose can identify and recall as many as 10,000 scents. C Russell Brumfield, James Goldney, and Stephanie Gunning. Whiff! New York: Quimby Publishing, 2008 As much as 75 percent of our emotions are generated by what we smell.Out of all the senses, smell is the only one with a direct link to the brain. Every other sensory system must send a signal to the thalamus and ask permission to connect to the rest of the brain. Smell signals bypass the thalamus and go right to the brain.  Martin Lindstrom, BRAND sense Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound. New York: Free P, 2005 (4imprint Blue Papers 2009) At the Hard Rock hotel in Orlando, management pumped the smell of waffle cones to direct patrons to a hard-to-find ice cream shop in the basement and sales increased by 45%. Suzanne Hoppough: What’s that Smell?” Forbes. 2 Oct 2006, Wev 11 July 2009 (forbes.com) (4imprint Blue Papers 2009) A study conducted by the Smell & Taste Research Foundation evaluated the effects of odors on product perception. One of the tests consisted of placing Nike sneakers in two different rooms, one with unscented air, the other scented with a mixed floral smell. 84% of people in the study said they were more likely to buy the shoes, or liked them more, in the scented room. And many said they would pay over $10 more for the product in the scented environment. The odor of pink grapefruit on a woman causes her to be perceived as six to 10 years younger than her actual age—Now we didn’t want to fill the room with pink grapefruit because this audience is such a young audience, we didn’t want you to get carded all weekend.Instead, we’re going to ask that you close your eyes now and conduct our own little experiment. Scientists have found that aromas can profoundly affect people's cognitive abilities. In a 2003 study, psychologists asked 144 volunteers to perform a series of long-term memory, working memory, and attention and reaction tests; some subjects worked in a scent-free cubicle, some in a cubicle infused with essential oil from rosemary, and the rest worked in cubicles scented with lavender oil. As it turned out, those in the rosemary-infused cubicles demonstrated significantly better long-term and working memory than those in the unscented cubicles, while those in the lavender-scented cubicles performed worse than the others in tests of working memory. Furthermore, those exposed to the smell of rosemary reported feeling more alert than the control (scent-free) group, while participants working in the lavender cubicles reported feeling less alert.
  • 2-3 most interesting (tweetable) sound bytes: The human nose can identify and recall as many as 10,000 scents. C Russell Brumfield, James Goldney, and Stephanie Gunning. Whiff! New York: Quimby Publishing, 2008 As much as 75 percent of our emotions are generated by what we smell.Out of all the senses, smell is the only one with a direct link to the brain. Every other sensory system must send a signal to the thalamus and ask permission to connect to the rest of the brain. Smell signals bypass the thalamus and go right to the brain.  Martin Lindstrom, BRAND sense Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound. New York: Free P, 2005 (4imprint Blue Papers 2009) At the Hard Rock hotel in Orlando, management pumped the smell of waffle cones to direct patrons to a hard-to-find ice cream shop in the basement and sales increased by 45%. Suzanne Hoppough: What’s that Smell?” Forbes. 2 Oct 2006, Wev 11 July 2009 (forbes.com) (4imprint Blue Papers 2009) A study conducted by the Smell & Taste Research Foundation evaluated the effects of odors on product perception. One of the tests consisted of placing Nike sneakers in two different rooms, one with unscented air, the other scented with a mixed floral smell. 84% of people in the study said they were more likely to buy the shoes, or liked them more, in the scented room. And many said they would pay over $10 more for the product in the scented environment. The odor of pink grapefruit on a woman causes her to be perceived as six to 10 years younger than her actual age—Now we didn’t want to fill the room with pink grapefruit because this audience is such a young audience, we didn’t want you to get carded all weekend.Instead, we’re going to ask that you close your eyes now and conduct our own little experiment. Scientists have found that aromas can profoundly affect people's cognitive abilities. In a 2003 study, psychologists asked 144 volunteers to perform a series of long-term memory, working memory, and attention and reaction tests; some subjects worked in a scent-free cubicle, some in a cubicle infused with essential oil from rosemary, and the rest worked in cubicles scented with lavender oil. As it turned out, those in the rosemary-infused cubicles demonstrated significantly better long-term and working memory than those in the unscented cubicles, while those in the lavender-scented cubicles performed worse than the others in tests of working memory. Furthermore, those exposed to the smell of rosemary reported feeling more alert than the control (scent-free) group, while participants working in the lavender cubicles reported feeling less alert.
  • 2-3 most interesting (tweetable) sound bytes: The human nose can identify and recall as many as 10,000 scents. C Russell Brumfield, James Goldney, and Stephanie Gunning. Whiff! New York: Quimby Publishing, 2008 As much as 75 percent of our emotions are generated by what we smell.Out of all the senses, smell is the only one with a direct link to the brain. Every other sensory system must send a signal to the thalamus and ask permission to connect to the rest of the brain. Smell signals bypass the thalamus and go right to the brain.  Martin Lindstrom, BRAND sense Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound. New York: Free P, 2005 (4imprint Blue Papers 2009) At the Hard Rock hotel in Orlando, management pumped the smell of waffle cones to direct patrons to a hard-to-find ice cream shop in the basement and sales increased by 45%. Suzanne Hoppough: What’s that Smell?” Forbes. 2 Oct 2006, Wev 11 July 2009 (forbes.com) (4imprint Blue Papers 2009) A study conducted by the Smell & Taste Research Foundation evaluated the effects of odors on product perception. One of the tests consisted of placing Nike sneakers in two different rooms, one with unscented air, the other scented with a mixed floral smell. 84% of people in the study said they were more likely to buy the shoes, or liked them more, in the scented room. And many said they would pay over $10 more for the product in the scented environment. The odor of pink grapefruit on a woman causes her to be perceived as six to 10 years younger than her actual age—Now we didn’t want to fill the room with pink grapefruit because this audience is such a young audience, we didn’t want you to get carded all weekend.Instead, we’re going to ask that you close your eyes now and conduct our own little experiment. Scientists have found that aromas can profoundly affect people's cognitive abilities. In a 2003 study, psychologists asked 144 volunteers to perform a series of long-term memory, working memory, and attention and reaction tests; some subjects worked in a scent-free cubicle, some in a cubicle infused with essential oil from rosemary, and the rest worked in cubicles scented with lavender oil. As it turned out, those in the rosemary-infused cubicles demonstrated significantly better long-term and working memory than those in the unscented cubicles, while those in the lavender-scented cubicles performed worse than the others in tests of working memory. Furthermore, those exposed to the smell of rosemary reported feeling more alert than the control (scent-free) group, while participants working in the lavender cubicles reported feeling less alert.
  • 2-3 most interesting (tweetable) sound bytes: The human nose can identify and recall as many as 10,000 scents. C Russell Brumfield, James Goldney, and Stephanie Gunning. Whiff! New York: Quimby Publishing, 2008 As much as 75 percent of our emotions are generated by what we smell.Out of all the senses, smell is the only one with a direct link to the brain. Every other sensory system must send a signal to the thalamus and ask permission to connect to the rest of the brain. Smell signals bypass the thalamus and go right to the brain.  Martin Lindstrom, BRAND sense Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound. New York: Free P, 2005 (4imprint Blue Papers 2009) At the Hard Rock hotel in Orlando, management pumped the smell of waffle cones to direct patrons to a hard-to-find ice cream shop in the basement and sales increased by 45%. Suzanne Hoppough: What’s that Smell?” Forbes. 2 Oct 2006, Wev 11 July 2009 (forbes.com) (4imprint Blue Papers 2009) A study conducted by the Smell & Taste Research Foundation evaluated the effects of odors on product perception. One of the tests consisted of placing Nike sneakers in two different rooms, one with unscented air, the other scented with a mixed floral smell. 84% of people in the study said they were more likely to buy the shoes, or liked them more, in the scented room. And many said they would pay over $10 more for the product in the scented environment. The odor of pink grapefruit on a woman causes her to be perceived as six to 10 years younger than her actual age—Now we didn’t want to fill the room with pink grapefruit because this audience is such a young audience, we didn’t want you to get carded all weekend.Instead, we’re going to ask that you close your eyes now and conduct our own little experiment. Scientists have found that aromas can profoundly affect people's cognitive abilities. In a 2003 study, psychologists asked 144 volunteers to perform a series of long-term memory, working memory, and attention and reaction tests; some subjects worked in a scent-free cubicle, some in a cubicle infused with essential oil from rosemary, and the rest worked in cubicles scented with lavender oil. As it turned out, those in the rosemary-infused cubicles demonstrated significantly better long-term and working memory than those in the unscented cubicles, while those in the lavender-scented cubicles performed worse than the others in tests of working memory. Furthermore, those exposed to the smell of rosemary reported feeling more alert than the control (scent-free) group, while participants working in the lavender cubicles reported feeling less alert.
  • SXSW 2012

    1. 1. #SXSMELL#SXSMELLSHOW&SMELLMARKETING EXPERIENCESBEYOND THE VISUALFriday March 9 5PMWarren Kronberger & David Polinchock 1
    2. 2. #SXSMELLHELLO. 2
    3. 3. #SXSMELLSEE. TASTE. TOUCH. FEEL. SMELL…SELL?YES, YOUR SENSES MAKE SENSE FOR MARKETING 3
    4. 4. #SXSMELLSEE. 4
    5. 5. #SXSMELL SEEING IS BELIEVING… BUT IN STUDIES, GROUPSEXPOSED TO MULTI-SENSORY ENVIRONMENTS ALWAYS OUTPERFORM THOSE INUNISENSORY ENVIRONMENTS 5
    6. 6. #SXSMELLCOLOR CHANGE STRAWS 6
    7. 7. #SXSMELLMOLLY – MINTDIGITAL 7
    8. 8. #SXSMELLMOLLY 1 GUMBALL= 1 TWEET w/ #SXSMELL 8
    9. 9. #SXSMELLMAKERBOT THING-O-MATIC 9
    10. 10. #SXSMELLLYTRO CAMERA 1 0
    11. 11. #SXSMELLLYTRO CAMERA 1 1
    12. 12. #SXSMELLLYTRO CAMERA IMAGE IMAGE 1 2
    13. 13. #SXSMELLAUGMENTED REALITY 1 3
    14. 14. #SXSMELLTOUCH. 1 4
    15. 15. #SXSMELL WE HAVE MORE TACTILERECEPTORS IN OUR LITTLE FINGER THAN WE DO ONOUR ENTIRE BACK 1 5
    16. 16. #SXSMELLSONY TABLET P 1 6
    17. 17. #SXSMELLPOWERLEAP IMAGE IMAGE 1 7
    18. 18. #SXSMELLPOWERLEAP 1 8
    19. 19. #SXSMELLPOWERLEAP WATTS GENERATED BY YOU ENTERING THIS ROOM? 1 9
    20. 20. #SXSMELLTOUCHCODE 2 0
    21. 21. #SXSMELLTASTE. 2 1
    22. 22. #SXSMELLIN 2007, WELCH’SINCLUDED AN AD WITH FLAVOR STRIPS. 59% OFUSERS SAID THEY WERE LIKELY TO PURCHASE 2 2
    23. 23. #SXSMELLTONGUE TATTOO 2 3
    24. 24. #SXSMELLSOUND. 2 4
    25. 25. #SXSMELLFAST MUSICDECREASESSPENDING IN RETAIL 2 5
    26. 26. #SXSMELL SLOW MUSICCREATES LONGER DINING TIMES, LEADING TO 29%INCREASE IN AVG BILL. 2 6
    27. 27. #SXSMELLSPECTRA IMAGE 2 7
    28. 28. #SXSMELLAUDIO SPOTLIGHT 2 8
    29. 29. #SXSMELLNXT SPEAKERS 2 9
    30. 30. #SXSMELLSMELL. 3 0
    31. 31. #SXSMELLAS MUCH AS 75% OF OUR EMOTIONS ARE GENERATED BY WHAT WE SMELL. 3 1
    32. 32. #SXSMELLSMELL IS THE ONLY SENSE THAT BYPASSES THE THALAMUS ANDGOES DIRECTLY TO BRAIN. 3 2
    33. 33. #SXSMELL AT HARD ROCKHOTEL IN ORLANDO, ICE CREAM SALESINCREASED BY 45% AFTER WAFFLE CONE SCENT PUMPED IN 3 3
    34. 34. #SXSMELLOLLY – MINTDIGITAL IMAGE 3 4
    35. 35. #SXSMELLOLLY TWEET #OLLY 3 5
    36. 36. #SXSMELLAIR ESSCENTIALS IMAGE 3 6
    37. 37. #SXSMELL THE SMELL OFVANILLA REDUCES THE STARTLE-REFLEX IN HUMANS AND ANIMALS 3 7
    38. 38. #SXSMELLIT IS OFTEN USED IN MRIs TO RELAX PATIENTS… 3 8
    39. 39. #SXSMELLAND IN JEWELRY STORES TOINCREASE SALES 3 9
    40. 40. #SXSMELLBRANDS SCENT MARKETINGCADILLAC, THOMAS PINKVICTORIA’S SECRETTHE BELLAGIO, VENETIAN,AND MANDALAY BAYTHE LIMITED,KRAFT FOODSTOYS R US, THE GAP,7-ELEVEN, DISNEY 4 0
    41. 41. #SXSMELL FINAL THOUGHTS…NON-VISUAL BRAND CUES ARE OFTEN STRONGER THAN WE REALIZENEW TECHNOLOGIES ALLOW US TO BLEND DIGITAL PHYSICAL AND SENSORY WORLD IN NEW WAYS 4 1
    42. 42. #SXSMELL THANK YOUFOR ATTENDING NOW TAKE LEAVE OF YOUR SENSES @marketingstore @polinchock @kurtkar 4 2

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