Scratch 'n' Sniff Marketing

Back in December, 2006 Advertising Age magazine published their picks for the Top 10 Trends to Watch in 2007. So how do you think they did? Here are 3 of their picks in no particular order:

1. Cultural luxe marketing
2. Social networking
3. Sniffing around

To learn more about these "trends" do a search on Google. I am particularly intrigued in the rise of that third trend which is basically infusing scents into marketing. Think about real estate agents who waft the scent of freshly baked cookies through an open house or Verizon and their new Chocolate phone (no, you can't eat the phone but they did propel the scent of chocolate in their stores to boost sales.) I also know of a baker who created an edible business card, wrapped in plastic to successfully catch attention and appeal to prospect's taste buds.

In other words, how many senses do your marketing efforts target? Are you leaving a sensory experience and therefore money on the table with more conservative campaigns? It's definitely something that needs to be tested.

To read today's article from the LA Times, "Sniff....and Spend" click the title. But hurry because they will probably yank this link by next Monday the 27th.