Some companies want to make shoppers wait around longer in the hope they will spot something to buy. It seems to have worked at the Hard Rock Hotel in Orlando, (5)________. Sales jumped 45% in the first six months after a ScentAir device was installed. Westin Hotels and Resorts contacted ScentAir for a white tea fragrance to put in its 127 properties. Added to this, the hotels have just started selling white teascented items, including $36 candles.
Module 9
9.1 Branding
1 Reading: What’s that smell? 2 Speaking: Discussing branding 3 Grammar: Relative clauses 4 Reading: Chinese luxury obsession
Reading: What’s that smell?
C. which typically includes more than six smells
D. whose recently-introduced cell phone keypad was lavender-scented
E. when it began twelve years ago
F. why so many companies are now associating brands with a scent
A. where the odour of waffle-cones were released into the air to encourage visitors to an out-of-the-way ice cream shop
B. that his grandmother used to make
2. Read the following article and write in the correct letter, A-G, for the missing phrases.
What’s that smell?
David Van Epps opens his briefcase and touches several of the 72 bottles inside. ‘Here’s one you’ll like,’ he says, taking the top off one. He dips a paper strip inside and waves it under his nose, breathing in deeply. It smell of sugar and butter like the ‘sugar cookies’ (1)________. It also makes him think of money: sugar cookies is only one of 1,480 fragrances sold by Van Epps’ company ScentAir Technologies and used to improve brand identity.
1. What is your favorite brand of …? • coffee? • soap? • clothes? Tell your partner and expnd. Is your choice product or service because of its smell?
Fragrance is as much a marketing tool these days as a logo, a slogan or a jingle. Sony puts its customers ‘in the mood’ for buying in its stores with the smell of vanilla and mandarin. At some Doubletree Hotels guests (2)_____. And Proctor and Gamble has experimented with ScentAir scents to attract shoppers to displays in stores, says Van Epps. ‘What’s better than having a brand people want to use because of fragrance?’
G. who walk around reception will get a whiff of a chocolate chip cookie
ScentAir first started putting that attitude into bottles (3)___________. ScentAir will change as much as &25,000 to create a custom blend, (4)______. This year turnover has quadrupled as more marketers use scents to distinguish their brands.
Once a client selects a scent, ScentAir puts the liquid aroma in a cartridge that fits inside a device with a fan which pushes the smell into the air. You control the strength with a dial. Monthly refills are &100 per device.