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Park News
www.parkworld-online.com
s from the ashes
ParkBloggin’
by C R Brumfield
After dark the new-look pier will create a
Smell your way to
stunning backdrop
success!
New science shows that highly emotional experiences can be
“tattooed” into a patron’s mind with the introduction of branded
signature scent, and then replicated at a later point and time –
specifically at the point of sale. Amusement park and entertainment
venue operators are in a prime position to profit from this latest
research.
Much of the studies about tell us what many of us already know.
When we smell certain scents from our past, we relive that experience
through a series of vivid mental pictures and emotions – all stored
within the right brain’s “emotional centre.” Scents are the key to
recording and imprinting exciting and memorable experiences.
The great Jungle
Science now proves, however, that the sense of smell triggers
memories and emotions much stronger and more vividly than sight or
sound, and can induce a patterned physiological response by
Cruise get-together!
stimulating endorphins or adrenaline in the consumer.
As a result, themed attractions and rides are exceptional vehicles
for an emerging trend in marketing called “endorphin branding” –
Two Jungle Cruise skippers from California's Disneyland Resort, Kevin the use of scent as a means of imprinting a positive emotional
Lively and Mickey Wright, set sail recently for Tokyo, where they joined
experience in tandem with a targeted signature scent.
other lucky Jungle Cruise skippers from Disney Parks around the world.
By releasing a targeted scent during the most exciting points of a
In conjunction with the 25th anniversary of the Tokyo Disney Resort,
ride, show or any other exciting experience, attractions can benefit by
the Oriental Land Company, which owns and operates the resort,
later reintroducing the scent at the point-of-purchase. This “trigger”
granted local Jungle Cruise supervisor Kenichi Ito his wish to bring
scent can increase sales as well as strengthen brand loyalty for the
Jungle Cruise skippers from around the world to Tokyo and try out their
sponsor and the venue.
Consumer research from around the globe shows impressive return
best material.
on investment from scent marketing, including some scents that can
Since the original attraction debuted at Disneyland in 1955, the
double receipts for concession sales and almost double merchandise
skipper role has always been one of interaction and fun, telling the story
sales. Strategically placed directional food scent delivery can help
of the Jungle Cruise through silly banter with the guests aboard, and
increase revenues in popcorn, pizza, ice cream, coffee, candy and
some skippers have become minor celebrities in the process. many other impulse foods.
Lively and Wright competed against 60 other Jungle Cruise skippers in The Walt Disney Company has been incorporating scent into its
Tokyo, where they spieled in front of a panel of judges including chief
themed environments and marketing programmes for decades. Not
creative officer of Pixar Studios and Walt Disney Animation Studios John
only does Disney use scents to help tell the story of an attraction, it
Lasseter, who once served as
has also been using food enhancement scents for decades.
a Jungle Cruise skipper
When Disneyland opened in 1955, Walt added a vanilla scent
himself, and executive vice-
outside the Candy Palace when they weren’t making candy. “The faint
smell was intended to enhance the feeling that you were on the main
president and Walt Disney
street of a real, small town in America,” notes Imagineer Eric
Imagineering ambassador
Jacobson.
Marty Sklar.
Targeted scents are now being used as a communication tool by
“All the skippers were
many blue chip advertisers and marketers, including big brands like
terrific, every single one,” Sony, Samsung, Lexus, General Motors, Westin, Nike and Reebok,
said Sklar. “They were all with scores more jumping on board.
able to use their own unique
As researchers continue to study the affect of scent
style during their
on the consumer, we’ll continue to increase our
performances to make the
understanding of how can use it to our benefit. When
jokes funny every time. We
we smell, we feel, and this ancient, persuasive sense
had a tough time deciding
can be used to improve and make a lasting imprint
on the guest’s experience and memory, while
the winners.”
increasing your bottom line.
Jungle Cruise skippers Mickey C Russell Brumfield is the author of Whiff! The
Wright and Kevin Lively get Revolution of Scent Communication in the
ready for the trip to Tokyo Information Age. www.whiffbook.com
APRIL 2009
7
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