How does a brand get into the consumer’s head? | Scent Marketing Master Class teaches the benefit of taking customers by the nose
For the longest time our eyes and ears were considered the prime avenue to evoke a brand image and deliver product information into a potential customer’s mind. However, science tells us that what we smell is processed in the Limbic System of our brain – which coincidentally processes our emotions and dominates our decision-making. That’s something every marketer should be interested in.
“Almost every brand, every product has the potential to be represented via a scent” says Bas de Haan from Intersense BV in Zeist. World-class marketers such as Samsung, Hyatt and Singapore Airlines and their agencies are among the true pioneers of Scent Marketing. They have commissioned signature scents – exclusive creations from the same perfumers and manufacturers that usually work on fragrances sold in perfumeries and department stores.
How exactly this is done is the subject of a Scent Marketing Master Class on May 27, 2010 in Amsterdam. Headlined by the Scent Marketing Institute from New York and presented by a group of academics and industry professionals, 50 individuals from brands and agencies will have the opportunity to collect knowhow that will enable them to offer their consumers and clients a new addition to their multisensory marketing and communication efforts.
To find out more about the Scent Marketing Master Class and to secure one of the only 50 seats please visit