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Marketing makes scents

Who’d have thought that a few bus stop ads could get the nation’s tongues wagging so much? But that’s exactly what happened recently as the result...

Who’d have thought that a few bus stop ads could get the nation’s tongues wagging so much? But that’s exactly what happened recently as the result of an innovative outdoor advertisement campaign.
Potato food processor and all-round chip giant McCain rolled out an odorous offering as part of its latest campaign to promote ‘Ready made jackets’. Selected bus stops were fitted with large 3D fibreglass jacket spuds, which on the press of a button warmed up and released that cosy-feeling-smell of just-cooked oven potatoes.


 

While you may be wondering where jacket spuds fit into B2B, the idea of multisensory messaging linked to emotional marketing provides food for thought.
When you think about it, most marketing collateral only stimulates one sense – our eyes – which means taste, sound, smell and touch are largely being ignored. Given that business professionals are bombarded with visual messages every day, and emotional marketing is as much an issue in B2B as it is in B2C (especially as the lines between work and lifestyle continue to blur) it makes me wonder why there aren’t more examples of multisensory marketing in the B2B arena? I imagine that as technology continues to race along
at a rate of knots, it will facilitate more ways to truly engage
someone beyond a visual experience.
Experiential marketing is continuing to rise in B2B – and it doesn’t have to mean being overly gimmicky or cheapening a brand. It’s just about embracing the possibilities and seeing past our own noses.