WASHINGTON, DC, Sep 23 (MARKET WIRE) --
A strategically scented presidential campaign, incorporating calculated
aromas in event venues, signs and merchandise, could turn the tide in the
current presidential race. With polls indicating the election is
extremely close, the result could come down to just a few percentage
points separating Senators John McCain and Barack Obama.
However, with hundreds of millions of dollars being poured into these
political campaigns, the candidates have overlooked a cutting-edge weapon
that sits right between voters' eyes, their noses. Major corporations like
Sony, Samsung, GM, Disney, Reebok, Starwood and others understand the
importance of this marketing trend, and have introduced innovative scent
marketing campaigns.
"Recent brain research shows that scent speaks to people in a powerful
language that triggers emotions and memories that influence perceptions
and decision-making," said Russell Brumfield, author of the new book
"Whiff! The Revolution of Scent Communication in the Information Age."
"Scent marketing is a major trend being embraced by the corporate world,
and the candidates would be well-served to implement a scented campaign
strategy, particularly given the emotional nature of politics, which
lends itself to the influences of scent."
There is a multitude of research proving that scent highly influences a
person's perception of products and people. Studies show that scent can
significantly alter the perception of age, weight, attractiveness, and
reliability of a person.
Endorphin branding is the use of scent as a means of imprinting a highly
emotional, positive experience in tandem with a targeted signature scent,
which can be reintroduced at a later time to trigger and recreate the
desired response. This strategy should be implemented at political events,
which are positively charged environments ripe for this type of scent
branding.
This presidential election has already seen historic, innovative campaign
efforts, particularly Senator Obama's use of the Internet to raise funds.
A multi-faceted, scented campaign could provide one candidate with the
edge needed to help gain victory in November.
"Whiff!" book author Russell Brumfield can provide additional detail on
the topic of scent marketing and politics. For more information about the
scent marketing industry and scent news, visit www.askthewhiffguys.com.
The book "Whiff! The Revolution of Scent Communication in the Information
Age" is available at www.amazon.com.
Contact:
Phillip Bergman
Roher Public Relations
(914) 741-2256, ext. 302
Email Contact
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