What a Difference a Sense Makes
Recently PIAG (Printing and Imaging Association of Georgia) sent out their monthly magazine Georgia Printer with a bubble gum smell on the cover. Like popcorn, bubblegum has a very enticing smell to many people. All of my staff, including myself, smelled the cover and had a strong urge to buy bubble gum. Interestingly enough, when I looked at the PDF of the magazine, I saw the picture of the bubblegum, but without the smell it had next to no impact on me. What a difference a print makes.
I spoke to Peter Cook from Concord Litho at a recent PINE (Printing Industries of New England) awards gala. Concord Litho has been adding scented varnishes to various printed pieces for over five years. They were the first official sheetfed and web printing test site for the application of microencapsulated ScentisphereTM scented varnishes.
While sharing my North Station popcorn experience, Peter quickly completed my thought and added, "If you have a client such as cable provider and they are debuting a new movie on their on-demand network, take the popcorn smell, add it to a printed piece announcing the new movie availability date." Made perfect sense ... or should I say "scents" ... to me.
Going from the printer to the producer of the scents lead me to James Berard from Scentisphere. He had a tremendous amount of information on the subject. Most often we think of scented pieces attached to fragrance companies. I suspected, and now James has confirmed, that it goes well beyond that. In fact, some companies are looking at something called a Corporate Scent. The idea is to select and market a scent that makes one think of a specific firm when ever they ... "catch wind" ... of it. Could we see a day when a company's scent is every bit as important as its logo?