Continuing our series of presentations at #ScreenMediaExpo in May in London that we think you’d be well advised to attend, we look today at Luc Heijnen, Managing Director, Troades who will be talking about smell!
That’s right: your nose, your hooter, your sense of smell in a talk entitled ‘Take a sniff at Digital Signage…Scent Communication: the ultimate enhancement of the Digital Signage experience‘ on Day 1 Channel 1 Screen Science between 13:30-14:00.
We are constantly bombarded with advertising and information around us and a pretty screen or music is often not enough any more to capture the viewer’s attention. Troades is researching and trying to capitalize on an oft-forgotten, but highly impactful sense – that of ‘scent’ or smell.
During the session Luc Heijnen will explain that scent might just be one of those key factors that can create added value for Digital Out Of Home projects.
Luc will tell the audience that “We are used to audio and visuals, but scent is something we must add to classic (dynamic) Digital Signage implementations. It is easy to implement and has a huge impact”.
Evidently it is scientifically proven that scent creates an impulse that is not filtered by the human brain creating something is called a ‘direct stimulus’
This presentation will reference the power of scent as part of a wider mix of digital and traditional media from case studies including Douglas (Germany), Mercedes Benz, Miele (Netherlands), Samsung (USA) and from empirical research from sources such as Millward Brown and the University of Rockerfeller.
Delegates will have a better understanding of how scent can be one of the most effective ways to create an enhanced customer experience. It eludes rational thinking and stimulates emotional reactions and that it is simple to add at the point of experience.
From a practical perspective, delegates will understand the impact of scent compared to other human senses, what kind of scent should be used and the overall impact of deploying a multi-sensory marketing strategy.
About Luc Heijnen, Managing Director, Troades
Luc Heijnen is a Managing Director at Troades – a New Media Consultancy company located in Belgium. Before this, Luc has had a long history working in the technology industry, most notably at Oracle (CRM Applications), Tele Atlas (Digital Maps / Location Based Services), Tulip Computers (OEM Division) and Philips (Consumer Electronics).
He holds a Master of Science in Industrial and Management Engineering (M.Sc.I.M.E.) from the Technical University of Eindhoven with a specialization in Industrial Marketing.
The main focus during his career has been to leverage technology for the sake of better Marketing Communication.