"It's a way to market above the clutter,"said Roel Ventura, a Seattle—based designer withAmbius, which designs business environments."We are bombarded with so many messages, sothis creates an experience that will last longer thanthe music at the mall."
The tactic also is gaining traction amongbusinesses hoping to drum up sales, thanksto research that has shown the right scent canopen people's wallets, project a sense ofcomfort and home, shorten the time you believeyou're waiting, or even improve your senseof performance.
While smells can be a turnoff or causehealth problems for some. people, the globalscent—marketing industry is on the rise, grossingan estimated $200 million in revenue last yearand growing around 10 percent annually, saidJennifer Dublino, vice president of development atSeentWorld Events.
Scent marketing is divided into two maincategories: ambient scenting, which fills a spacewith a pleasant smell, and scent branding, whichdevelops a signature scent specific to a brand, likean olfactory logo.
If the aim is to improve consistency or createor maintain an iconic brand, a signature scentmay be best, said Ed Burke, director of marketingand communications at ScentAir, a leadingscent—marketing company based in NorthCarolina, that says it scents 70,000 locations,including [United Colors of] Benetton. Less than10 percent of the company's clients go that route,he said.
"Hugo Boss is a great example of a signaturescent," said Burke, whose company created therich wood scent that Hugo Boss pumps throughits stores' heating and air conditioning systems,the preferred delivery method for large spaces.
《空中英语高级版·彭蒙惠英语(2014年10月刊)》由名师导学讲解细致完备，深入浅出，概括知识规律，介绍学科思想方法，提供对知识点理解、记忆的技巧。概念辨析帮助您对概念有更完整、更深刻的认识；错例分析帮助您及时纠正习惯性错误，让您牢固灵活地掌握知识，形成能力。 《空中英语高级版·彭蒙惠英语(2014年10月刊)》由吉林科学技术出版社出版。 版权页：