Smell of Coffee Brings in Customers
Nov. 27th, 2012 02:42 pmEarlier this year in Seoul Korea, Dunkin Donuts experimented with a fragrant ad campaign. The device was designed in such a way that its scent squirt would be triggered only by the sound of the Dunkin Donuts jingle. The marketing agency suggested " When a Dunkin Donuts ad plays on the radio, a coffee aroma is simultaneously released.
Customers are more inclined to buy Dunkin Donuts when an aroma of fresh coffee fills the air when listening to a Dunkin Donut ad. More than 350,000 thousand people experienced the ad during the campaign. The results showed that the smell of coffee at the local bus stops attracted more people into the Dunkin Donuts restaurant nearby.
Customers riding the bus yell" It smells delicious." Where did youo get your coffee? Another woman replied "At a Dunkin Donuts nearby"
This reminds me of when I worked at a Bath and Body Works. You can imagine the store already smells good of all sorts of different aromas such as floral, fresh, relaxing, citrus scents. How did we get people to come to the store? We would light a tea light with oil from one of the custmers most favorite scents. More people would come in to the store. And even if they did not buy the fragrance they smelled when first entering the store, they found something else they liked.