Some businesses smell an opportunity to really tie together their integrated marketing communications. They communicate distinct brand identity through the scents that customers smell in their stores or hotels. Read more at “The smell of success” (Baltimore Sun, January 19, 2012), watch a short Early Show news story (4:35) below, or check out ScentAir Technologies website.
Place yourself in the marketing department for ScenAir. What types of businesses would be good opportunities to pursue? Go beyond those mentioned in the article and video. How could you promote the product to your new target market?