From Aromatherapy to Aroma Marketing

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To stand out in the competitive marketplace, marketers need to to use every advantage they can. In the busy mall food court, Cinnabon knows this very well. Its strategy is to use "aroma-based marketing" to lure hungry consumer to its bakery.

To stand out in the competitive marketplace, marketers need to to use every advantage they can. In the busy mall food court, Cinnabon knows this very well. Its strategy is to use "aroma-based marketing" to lure hungry consumer to its bakery. Anyone who has ever been with 50 yards of a Cinnabon counter knows this strategy works well. They fire up their ovens and make sure the cinnamon, sugar, and icing scents waft within a large radius. It's almost too hard to resist, especially if you've been walking around from store to store, working up an appetite.

Today's issue of 1to1 Weekly discusses how Cinnabon is expanding its sensory marketing strategy using direct mail. In addition to its scrumptious scent, Cinnabon is moving to appeal to consumers' sense of sight. Cinnabon used direct mail to send large posters of their buns, cinnamon sticks, and other desserts to local businesses. In Cinnabon's case, email or Twitter posts just can't compare to a larger-than-life image of a gooey cinnamon bun.

There was no mention of if the posters were scratch and sniff, though if not it should be considered for the next round of mailings. Those desserts are hard to resist.

EXPERT OPINION
EXPERT OPINION