In-store sampling of brand fragrance is over 200 times more effective than TV media!
Wow, quite a headline if you are a media buyer or a brand planner! Makes you think doesn’t it?
In truth we’re not comparing like with like here but in the context of choosing the right marketing mix, why don’t more brands – especially personal care, homecare and food & beverage – spend far more of their budget on fragrance activation in store? It’s a damn good question.