Are you using your senses to connect with your customer?

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ML2 recently attended the ASI Show (Advertising Specialty Institute) at the Javits Center in New York City. It was a great opportunity to see over two thousand vendors that showcased the latest promotional products. One of the products that really stood out from the crowd was the gourmet scented pens and pencils. They are customizable with a company logo on the recycled plastic body of the pen. There are over one hundred different scents available including coffee, mocha, cinnamon, black cherry and more. The idea behind the brand is that it captures all of your senses and maximizes consumer recall. Who wouldn’t remember the pen or pencil they received with their favorite scent? They come in their own biodegradable freshness tube. One of the newest marketing trends is experiential marketing. Experiential marketing is a concept that integrates elements of emotions, logic, and general thought processes to connect with the consumer. The goal of experiential marketing is to establish the connection in such a way that the consumer responds to a product offering based on both emotional and rational response levels. What better way for a client to remember your company then to associate it with their favorite scent? Maybe it’s apple pie, or bubble gum? They even have a chart where they organize scent by industry. There is a new car scent for car dealerships, a pizza flavor for pizzerias, fresh cut grass or laundry scent for real estate and even a suntan lotion scent for the travel industry. What will they think of next?