When I heard that Air Aroma, a ‘scent solutions company’, was launching a perfume dedicated to, and smelling exactly like, a freshly opened MacBook Pro computer, I instantly recalled a product launch that ended up fizzling out: the Demeter Fragrance Library. The company had a similar idea, and it wasn’t much of a hit.

Does anyone remember Demeter? Ads and write-ups about their everyday-object-inspired “Pick-Me-Up Cologne Sprays”, as they were called, graced beauty magazine pages and drugstore shelves alike years ago. I still have two of these sprays—one called ‘Rain’ and the other ‘Cosmopolitan Cocktail’. But the fragrances didn’t pass the SDM Test*, so now they’re just a hazy memory and a spare website that gets most of its hits from the US. Maybe creating a spray that smells like dirt is not such a great idea.

 

The SDM Test stands for “The Shoppers Drug Mart Test”, so named (I made it up) because a great way to gauge the popularity and fiscal sustainability of a beauty product is to stock it in Shoppers stores and observe how well it sells over time. Few other venues can compare to this model of marketplace dynamics; everyone shops there, and the bestsellers tend to stay on shelves for the long haul. Demeter’s fragrances didn’t do so well, though I personally was a fan; they lasted maybe a year or two before vanishing into obscurity.

Feasibility aside, does anyone really want to sniff something commonly and easily found? Or smell common themselves? I can understand the novelty value of a MacBook eau de Steve Jobs toilette; die-hard Apple fans can easily be imagined lining up for anything smacking of their beloved brand. But if the product is the brainchild of a third-party company far removed from the Apple core (pun intended), maybe it won’t do as well as one might expect.

Bookworms like the smell of a new book cracked open for the first time. College students away from home for the first time like the smell of their mum’s cooking. Apple fans, therefore, like the metallic smell of their various gadgets and gizmos. Hold on; scratch that. I think they like playing with their newly acquired toys more than they like huffing the combination of plastic, ink, cardboard, and glue of the packages their toys came in. The fragrance would certainly make for a nuanced test of fan base loyalty; are they willing to commit to their brand, body and soul? The eau de MacBook will only be made available in an art exhibition next month and whether it ever breaks into the mass retail market remains to be seen. So perhaps we’ll never know.

It’s not that new of an idea, actually. A friend of mine once received a tin labelled “Air of St. Petersburg” as a gift, and it’s exactly what you think it is. My friend was not impressed. I wouldn’t be, either.

Maya Sokolovski

Image by Berto Horta

Rush Memberships 2014

Touched by one of our bees?


Welcome to our very own news network which provides local and regional audiences with up-to-date news as well as enable us to interact locally on a one-to-one basis.  Find out more about our extended community we call our network here.

Why you should build your community, here is a (short 10 min) Peter Clayton podcast interview of Chris Brogan, author of Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust -- listen here.

Positive Brand Tweets

Positive Brand Tweets are four times more effective than non-tweet ads!
Research by
Deloitte suggests that a positive-message tweet can be four times more effective at getting a consumer to engage with a brand (hence, driving sales) than a non-Twitter advertisement.  More details can be found in this 8-minute video below entitled ROI Research from Twitter, it's worth a watch as you considering using Twitter for your brand.

ROI research from Twitter

Facebook vs. Twitter

 


While we still offer custom audience, moderation, and content services for Facebook, we find that clients get more bang for their buck with Twitter and Linkedin, up to 9 times more leads!  Forrester Research on the other hand confirmed that Twitter followers are more likely than Facebook fans to buy from brands they follow.  Twitter 37% Facebook 21% and also more likely to recommend brands to friends (33% vs. 21%)  Studies and statistics speak volumes.  Read more here.

BHIVE VID

Do Not Purchase Fake Followers


We build organic communities. We do not purchase any followers. Be wary of websites promising you 10K followers for $99. You are better off taking a couple of clients/friends out for dinner for the $99, because we can assure you that you’ll have a better audience. Purchasing followers, while possibly buffering your “follower numbers”, also means no one is listening. Just take your friends out or save your money.  Click here so you can check your favourite twitter accounts for fake followers or read our blog on the subject here.

What Social Media Enables

What is the most important thing you would like to use Social Media for?