The sweet smell of B2B?

Fragrances used to be the sole preserve of celebrities although whether you’d want to smell like Donald Trump, Jade Goody or Paris Hilton is a different matter. As one of our five senses, smell certainly one of the less used in marketing. But now it seems that fragrances are breaking out of the celebrity box. Burger King have developed a fragrance of flame grilled meat, which Piers Morgan has promoted. VisitEngland has got in on the act with its By George! fragrance, which allegedly combines notes of damp earth, salty air and beetroot.

Perhaps we could be factoring fragrance in to our campaigns. Or use it as a sales tool for ourselves. So what would an authentic B2B fragrance smell like? Hot printer, coffee, blood, sweat and tears?

It would certainly add a new element to pitches. A client could come in and be instantly reassured by the smell in the air that they are in a bona fide B2B agency. Piped through the aircon, it could completely eliminate the need for credentials. Or perhaps it would have a role in recruitment. Young account executives could give themselves a quick spritz before they go in to interviews, so they have that authentic waft about them. There could definitely be something in it. I’m off to get my mixing bowl out.