Three Steps to Your Smell of Success
There was a very valid reason why Starbucks took their breakfast sandwiches off the menu for more than six months. Chairman and CEO Howard Schultz felt that the smell of the cooked food conflicted with the scent of the coffee for which Starbucks is so well known.
Starbucks’ aroma task force—yep, there is an actual department for this—took the clash of aromas very seriously. And they are not the only ones. Using scent as a marketing tool, Cinnabon negotiates the leases for their stores based on the best reach of their cinnamon-roll smell, which we have to admit lures us in. Abercrombie & Fitch and many other retailers are very cautious about their locations so as to not have their own scents conflict with any others.
Sabine Lenz is the founder of PaperSpecs.com, the first online paper database and community specifically designed for paper specifiers.
Growing up in Germany, Sabine started her design career in Frankfurt, before moving to Australia and then the United States. She has worked on design projects ranging from corporate identities to major road shows and product launches. From start-ups to Fortune 500 companies, her list of clients included Oracle, Sun Microsystems, Deutsche Bank, IBM and KPMG.
Seeing designers struggle worldwide to stay current with new papers and paper trends inspired Sabine to create PaperSpecs, an independent and comprehensive Web-based paper database and weekly e-newsletter. She is also a speaker on paper issues and the paper industry. Some refer to her lovingly as the "paper queen" who combines her passion for this wonderful substrate called paper with a hands-on approach to sharing her knowledge.