Sensory marketing is the use of sensory experiences to increase your likelihood of having a good association to a particular space, shop or product.
Now it is being used to establish a particular set of associations to the Barclays Center. The aim is for you to experience a particular enticing smell with entering the building.
In this they are following a well-trodden path. For instance firm Net Cost uses the smell of both chocolate and bread in its Brooklyn Store to get you to buy.
Other examples are Holiday Inns using scents and music so you linger longer in their bars and Apple who manage to get a specific ‘new’ smell to their many products.
That photograph of the beautiful woman in a magazine with a ripe, red, full lipstick on her pouting lips is another example of the same thing using sight to trigger a set of associations.
Next time you sniff appreciatively as you catch the scent of vanilla, a very popular scent as you enter a store just notice it is not an accident that it’s there. LIKE making my own mind up about what I’m doing.