Photo Credit: http://stldesignworld.wordpress.com/tag/slow-food-st-louis/
The opposite of Fast Food is logically Slow Food. Just as the concept “Fast Food” evokes images of increasing obesity, rain forest devastation through over-grazing and unskilled burger-flipping jobs, Slow Food addresses an equally complex set of issues. A movement, a foundation, and a way of life, Slow Food is dedicated to protecting the right to (good) taste. Read More »
“Cloud” is a popular buzzword at the moment. It’s at the center of multiple advertising campaigns. And cloud-specific software is available to help consumers optimize the cloud and integrate it with their devices, and Google’s release of the Chromebook was a statement that” all you need is cloud.” Read More »
“Welcome to my aisle” is a phrase I have been known to announce while grocery shopping for gluten-free items in my local Chicago Jewel. You may have heard the phrase “gluten-free,” seen it on packaging, read about it in the news, or know someone who has gluten intolerance. But what is gluten? Gluten is the protein found in wheat, barley, rye and some processed oats, and has recently become a popular topic because of the growing number of American consumers who cannot tolerate it in their diets. The market for gluten-free products is ripe: According to The Nielsen Company, the sales of gluten-free products increased 74% from 2004 to 2009. Does labeling a product “gluten-free” really help sell it, and why are more and more CPG companies going through the painstaking process of modifying their foods to be gluten-free? Is the marketing benefit worth the cost?
Scent is big business—think perfumes, candles, air fresheners, etc. Companies like Yankee Candle Company and Bath and Body Works already know that scent sells, so how can we use this to our advantage in the marketing industry? Let’s find out.
Image: Dennis Wong www.flickr.com
What is Scent Marketing?
Scent marketing is a subgenre of sensory marketing, which uses the five senses to connect with consumers. Scent marketing uses consumers’ sense of smell to persuade them to buy. Studies have shown that a scented environment leads consumers to stay longer and spend more, and because of this scent marketing is a growing trend among advertisers and marketers. With scent, marketers can create memorable brand interactions and connect with consumers on an entirely new level that is impossible to reach with traditional methods.
Image from brandweek.com
And so we’ve all heard that there was a shift in spending due a little thing called the recession. Not too long ago gas was four dollars a gallon and people still drove Humvees to actual jobs. That reality is long gone, and consumers have become considerably wiser with their discretionary income. Ultimately ‘09 marked a year of insight research to better target consumers before investments were made in-store.*1 Read More »