The latest scent marketing campaign in Japan involves internet ads.
NTT has announced its test of the newest aroma-emitting signs in Tokyo. The test will take place from October to December, in the Yaesu Shopping Mall in the JR underground station. The project include internet ads for beer that release citrus scents to entice consumers.
"Billed as the world's first advertising sign system capable of emitting multiple aromas while displaying electronic images, the signs combine NTT's Spot Media digital signage service (currently used in marketing and customer service applications at banks, hospitals, public offices and retail stores) with its Kaori Tsushin online fragrance communication service," Pink Tentacle reported. "Kaori Tsushin, which gives users web-based control over aroma-emitting devices, is already in use at retail stores and cafes, where it is reportedly helping to improve on-site customer satisfaction."
In our modern society, we have to filter through thousands of advertising messages on a daily basis. Now it looks our sense of smell will come in to play more regularly in our filtration.
Scent Marketing Hits Tokyo
NTT Digital Aromatic Signs
Trend Themes
1. Scent Marketing - The use of scents in advertising presents a disruptive innovation opportunity for marketers to engage with consumers in a more sensory and memorable way.
2. Multi-sensory Advertising - By combining visual and olfactory stimulation, multi-sensory advertising can offer a new level of engagement for customers, leading to disruptive innovation opportunities in advertising and marketing.
3. Online Fragrance Communication - The ability to control aroma-emitting devices through an online platform presents a disruptive innovation opportunity for retailers to enhance customer satisfaction through targeted scent marketing strategies.
Industry Implications
1. Advertising - Scent marketing presents a disruptive innovation opportunity for advertising agencies to create multi-sensory advertising campaigns that offer consumers a unique and memorable experience.
2. Retail - The use of online fragrance communication presents a disruptive innovation opportunity for retailers to enhance the in-store experience and improve customer satisfaction through targeted scent marketing strategies.
3. Hospitality - Multi-sensory advertising has the potential to disrupt the hospitality industry by creating unforgettable experiences for hotel guests through targeted scent marketing strategies.