Kraft sniffs out an experiential marketing platform in 'People'

Kraft Foods has teamed up with People to bring consumers the latest in olfactory delights.

Kraft Foods has teamed up with People to bring consumers the latest in olfactory delights.

Kraft sponsored a special issue of the glossy that hit stands last Monday featuring five ads and a special editorial section with rub 'n' sniff foods, enticing readers to first smell and then hopefully buy the yummy treats. The issue will only be sent to People subscribers who fall within Kraft's target demographic: women ages 25 to 54 who have children or multiple-member households.

While treats for the nose are not a new idea in the world of magazines, as most consumer publications offer tabs that can be opened to present readers with a sniff of the latest perfume, new technology gives readers this rub 'n' sniff pleasure without the entire publication carrying the scent.

Why does it matter?

Experiential marketing like the ads by Kraft are becoming increasingly more popular because they leave a longer impression on people. This becomes a necessity when the average American is seeing almost 3,000 advertisements per day.

"The more you engage people's active participation and senses in an experience that is involved in communicating something, the more likely people are to believe in that message and connect with it on an emotional level," says Liz Bingham, director of US brand marketing for Jack Morton Worldwide, an experiential marketing firm.

"Something that has sound, taste, [or] touch, is going to get someone's attention and stand out among the traditional messages," Bingham adds.

Five facts:

1 Martin Lindstrom, author of BRAND sense: Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound, notes that 75% of all emotions people generate are from smell and not from sight.

2 Lindstrom told Fast Company  that more than 80% of advertisements are crafted to solely appeal to consumers' eyes and do not engage any of the other senses.

3 Many companies - from Kraft Foods to Starwood Hotels - are experimenting with matching scents to their brands. For example, Starwood created a scent for each of its hotel brands, such as White Tea fragrance in the Westin.

4 According to The New York Times, vw.com discovered that after it added music to its site, the average visitor stayed five minutes longer.

5 According to a 2006 study done by Jack Morton Worldwide, 82% of the 1,625 participants agreed that experiential marketing is more effective than other forms of communications.

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