(Martin Lindstrom is a Brand ManageCamp 2005 speaker, branding guru and best-selling author of BRAND child and his latest book entitled BRAND sense . The next three posts are all from Martin and provide fascinating examples of how important the sense of smell can be in breaking through and forming lasting relationships with consumers. More to come from Martin in subsequent posts that will touch on the other senses. Enjoy! - Len)
Subliminally sublime advertising - Part 1 of 3 posts from Martin Lindstrom
Do you remember when images of Coke surreptitiously placed in movies sent viewers scurrying off to the drinks counter to buy one? No one connected the fact that the image had lodged in the “desire” section of the brain. As my latest global study shows, things are far more strategically calculated these days. The results of the BRAND sense study which investigated the relationship between our five senses and brands, are published in my new book, BRAND sense. In it, I quote the experiment which took two pairs of exactly the same Nike running shoes. Each pair was placed in a separate but identical room. One room was infused with a mixed floral scent. The other wasn’t. Test subjects came in to inspect the shoes in both locations. By an overwhelming margin, 84% preferred the shoes displayed in the room with a fragrance. It went further. Consumers estimated the value of the shoes from the scented room to be on average, $10.33 higher than the pair in the unscented room. How do you think consumers are going to react to this trend? – which incidentally has already begun.