Smell marketing is part of sensory marketing. There is an increasingly professional level of manipulation by means of designed olfactory stimuli - precisely focusing on the rather imprecise medium of scent. Of course, a sale will not be made just by smell, but the scent can have a direct effect on a consumer's decision.
This edition of Odorama is curated by Sanne Groeneveld and Caro Verbeek. Odorama is a concept by head curator Caro Verbeek and a collaboration with co-curators Frank Bloem and Sanne Groeneveld.
Cretien van Kampen
An expert on the Proust Effect, Cretien van Kampen's lecture will give insight into the way that well-timed, well-directed scents can be the tipping point for the consumer.
One of the most luxurious hotels in Amsterdam, l'Europe, has its patrons waking up the the subtle, synthetic smell of coffee. This being one of Jorg Hempenius' projects, he will shed light on this phenomenon of scent marketing.
With his study focusing on taste interactions, and his work on consumer behaviour for food products, Dr. Schifferstein's talk will show us the other side of sensory marketing: the consumer's side.
Niklaus Mettler's works are olfactory works are known for being inspired by locations. His work with smell identities will round off the evening, bringing all the lectures into perspective.
Odorama: The Smell that Sells
Friday, the 22nd of November
Mediamatic Biotoop, Dijksgracht 6, Amsterdam
Tickets: Full price €7,50 | Artist / Student / Stadspas €5,25 | +€2,50 at the door | (including €1 administration fee)
*We give a discount to students and artists. If this applies to you we will ask to see your kvk nr/portfolio or student card for this option. For questions please send an email to firstname.lastname@example.org.
You will receive a 25% discount on our 3-course menu at Mediamatic ETEN upon presentation of your ticket! Only valid on day of event.