Here are some interesting facts shared by the presenters at ScentWorld:
Rachel Herz, Scent Researcher, Brown Universtity: Odor preference is acquired through association with emotional experiences and memories, it is not inborn except for odors producing a trigeminal irritation such as chili peppers or horseradish.
Zev Auerbach, Executive Creative Director, Zimmerman Advertising: Client companies know what they sell, but they don't know what they stand for. It is up to you to identify how scent will help them create a brand identity that will connect them to their customers.
Jean-Charles Chebat, Scent Researcher, HEC Montreal: In a retail environment, the effectiveness of ambient scent on sales is influenced both by how crowded the store or mall is and the average age of the shoppers.
Joe Cronin, CEO of DDB Miami ad agency: The typical Chief of Marketing only has an average of 18 months in his position at that company, so when selling a scent solution to him, you need to show that it is going to make a difference within a short time frame.
If you want a reminder of all of the valuable information presented at ScentWorld or if you were unable to attend and would like to get the presentations on DVD, please email me
and I will let you know when they are available for purchase.