Smell: The Sense We Neglect

Ever watch an animal sniff the air? Or anything else for that matter? Dogs are a good example. They seem to rely more on the sense of smell than any other type. Well, maybe auditory comes close but when it comes to comparing our reliance on the sense of smell with that of a dog we're not even in the same league. Until now that is...... Marketers are now piling in to fill the gap left by previous neglect and are investing millions to use 'scent' to persuade us to buy their product. The year 2006 saw between $50 -$ 80 million spent of this 'new' form of marketing and this is set to grow hugely in the next few years.

Harald Vogt, chief of the 'Scent Marketing Institute' rather obviously observed, ''You cannot turn off your nose. You have to breathe.'' Martin Lindstrom, author of ''Brand Sense'', likened the approach to using a form of mind control. The idea is to have the would be purchaser ''emotionally engaged'' and ''removed from the rational part of their behavior.''

'Eardleyfactor' believes the practice has merit. However, there are certain hurdles to be overcome. Much research needs be done in order to determine which aromas are universal to an individual culture. Apple pie may go down well in the US, but not so well Egypt. Anecdotal reports suggest that positive smelling power is a very subjective affair. After all one man's positive aroma is another's negative aroma. It will prove difficult to create a 'smell for all seasons.' Nevertheless, the experts are undeterred. Sheraton has opted for Jasmine, Westin have installed the wafting aroma of Green tea. Supermarkets have long used the powerful fresh from the oven bread aromatic to draw customers to the in-house bakery whilst Jimmy Chou is a fan of Cardamon and Ivy.

However, it is the field of 'non-intrinsics' that eardleyfactor believes the future of selling by smell will develop most widely. This idea is to create new aromatic combinations designed to be brand specific. Orange, vanilla and cedar in combination has been tried with some success. The future may lie with attempting to claim use of certain scent combinations as being exclusive to a particular product or brand. The lawyers will have a field day.

The massive new City Center project in Las Vegas, Nevada is fully committed. When it opens in 2009, it will be wired for smell. Apparently our sense of smell is wired directly to the amygdala and reacts without reference to cognitive thought. It has been shared with most other creatures as a primary defense mechanism and is on automatic pilot so to speak. It is this ability to evade the normal decision making process that makes it so important and exciting. Much needs to done and proven before the eardleyfactor can give its unswerving support.

The signs are encouraging!

Robert Jack Eardley, M.D.                                                              Robert Francis Eardley, Cert. Ed., B.A.
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Lexington, Kentucky 40502-3602
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