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Sylvia HerzogDIY in Europe Germany
The season of garden trade fairs is beginning. Industry is demonstrating its innovative powers. The market is looking for new ideas to inspire customers with. Having fun is the theme that today pervades every aspect of our lives. The thirst for new experiences must be quenched. The market’s answer to this is known as emotional presentation: an appeal to the senses, which then extends the amount of time spent in-store. This is not a problem when it comes to product ranges such as garden decoration, planters and flowering plants. Who is not willing to be enchanted by a mediterranean ambience, then to capture this holiday mood in his own garden, on balcony or patio?
But what if the product ranges simply cannot provide a mood of participative or holiday enjoyment, as is the case with the broad field of garden care implements? Things get still more difficult when you are asked the question of how to give the presentation of lawn mowers a participative flavour. Nowadays the piece of green artificial grass which sets the scene for the mowers is a necessary requisite. But is that enough to provide an experience designed to arouse the urge to buy?
Emotions can be appealed to not only through the sense of sight but also through the sense of smell. The new message hot off the anvil of the advertising strategists is known as fragrance marketing. The customer imagines the machines enveloped by the fragrance of a freshly mown summer meadow. A surprise effect which excites curiosity. An olfactory experience that arouses the customer’s interest in mowing the lawn and gives him a foretaste of the reward his efforts will reap right there at the point of sale.
So let us look forward with pleasure to seeing whether Gafa, Jarditec or GLEE will shed any further light on this subject.
The season of garden trade fairs is beginning. Industry is demonstrating its innovative powers. The market is looking for new ideas to inspire customers with. Having fun is the theme that today pervades every aspect of our lives. The thirst for new experiences must be quenched. The market’s answer to this is known as emotional presentation: an appeal to the senses, which then extends the amount of time spent in-store. This is not a problem when it comes to product ranges such as garden decoration, planters and flowering plants. Who is not willing to be enchanted by a mediterranean ambience, then to capture this holiday mood in his own garden, on balcony or patio?
But what if the product ranges simply cannot provide a mood of participative or holiday enjoyment, as is the case with the broad field of garden care implements? Things get still more difficult when you are asked the question of how to give the presentation of lawn mowers a participative flavour. Nowadays the piece of green artificial grass which sets the scene for the mowers is a necessary requisite. But is that enough to provide an experience designed to arouse the urge to buy?
Emotions can be appealed to not only through the sense of sight but also through the sense of smell. The new message hot off the anvil of the advertising strategists is known as fragrance marketing. The customer imagines the machines enveloped by the fragrance of a freshly mown summer meadow. A surprise effect which excites curiosity. An olfactory experience that arouses the customer’s interest in mowing the lawn and gives him a foretaste of the reward his efforts will reap right there at the point of sale.
So let us look forward with pleasure to seeing whether Gafa, Jarditec or GLEE will shed any further light on this subject.
