Posts Tagged ‘Smell’

 

Selling commodities is difficult because people buy on emotion, or instinct if you will. Want and desire are powerful emotions that can stimulate the release of endorphins. It’s why some people are shop-a-holics. It feels good to buy. But it’s not that easy to get emotionally worked up about borax, chlorine, and salt. As an economic good, a commodity has no real differentiation, so small price differences in competing products can make huge differences in total sales.

Think about how you won’t buy gasoline at one gas station because it’s four cents cheaper around the corner. That’s a commodity. Ever buy a piece of art that way? Of course not because art’s value is in the eye of the beholder, is easily differentiated, and consequently will have wide price ranges. When art is sold, it’s sold on the artist’s reputation or the emotion the piece evokes for someone. Marketers work overtime to take commodity-like goods and then pretend they aren’t commodities by creating and building an emotional appeal around the brand.

 Take the above deodorant commercial. Did you hear mention of the product characteristics as a differentiator? Nowhere does this commercial say Old Spice is made with orange, lemon, clary sage, heliotrope, pimento berry and musk, even though those were the original Old Spice ingredients. The creative team instead focused on delivering an emotional image; something with a human connection that ties back to the product.
 
In this case in a humorous way, they are talking about sex-appeal and are really targeting women who are by far the larger purchasers of family groceries still. The subliminal note is if you get Old Spice for your husband, he will look like this …….. or maybe the message is he will ride a horse? I don’t know but I am wearing Old Spice and on a horse right now. Look at me….

 

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The ability to be a gifted “nose” is not a preordained gift.

 

woman-smelling-wine 

 

One goes on your neck and the other goes down your neck. They both have histories dating back to ancient times and their aromatics come from natural products. But do perfume producers and winemakers have much in common?

Both need to have a good nose for identifying individual flavors and creating a balanced product, but the two camps see themselves as worlds apart.

Perfume producers work on “stable” material, while winemakers have to rely on nature and the weather to grow the perfect grapes. “Everything is determined by natural phenomena, climatic conditions, which perfumers are not, or rarely, subjected to,” says Frédéric Brichet, a wine producer in Vienna who has a doctorate in enology.
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