A Finland-based aroma marketing company hopes its new technology will energise Thailand’s printing and packaging industry by stimulating advertising with its low cost. Finland-based KA Aroma Marketing LLC is poised to enter Thailand this year, expecting newspapers and magazines can attract more advertising by offering something new media cannot.
A Finland-based aroma marketing company hopes its new technology will energise Thailand’s printing and packaging industry by stimulating advertising with its low cost.
Finland-based KA Aroma Marketing LLC is poised to enter Thailand this year, expecting newspapers and magazines can attract more advertising by offering something new media cannot.
Raj Marwah, chairman and CEO of Austria-based Marwah und Partner GmbH, a global enterprise and marketing organisation representing the owners of the Aroma-Lock technology, said it was looking for exclusive representation in Thailand, the first country in a region where the company intends to launch the technology.
”Thailand has a very large printing and packaging industry and is already an important printing centre in the region. This technology can help that industry move up the value chain and advance Thailand’s position as a printing hub,” he said.
The technology reduces the cost of aroma impregnation printing by almost 90%.
”It suddenly levels the playing field for the print industry, which has been losing ground to the internet, by letting magazines, newspapers and all types of printers offer advertisers, at very low cost, something the internet could never provide: smell,” he said.
The low-cost aroma printing is being rolled out in Europe and the United States. The cost is only 30% more expensive than traditional printing.
The hope is that the ability to offer consumers a sensory experience will lift the sagging fortunes of magazines and other print publications.
Magazines for years have carried perfume-scented ads but now consumers will be able to smell coffee, shampoo, toothpaste, or the grass of a football pitch while looking at an ad, Mr Marwah said.
He said sensory marketing helps businesses break the mundane, overused marketing conventions to reach customers emotionally.
Research shows a strong link between scents and brand identification and acceptance, he added, noting that in recent sensory marketing studies, the sense of smell emotionally affected people 75% more than any other sense.
The product has light-sensitive, photo-electric slow release, which makes the scent last longer.
http://www.bangkokpost.com/business/marketing/231381/aroma-marketing-firm-smells-success
