Rust Check Canada is giving customers an added ‘inscentive’ to use its rustproofing treatment.
The Brampton, Ont.-based company is hoping that a scent specially developed to counter the chemical smell associated with its rust protection process will leave customers with a positive impression, in much the same way as a whiff of cinammon conjures up feelings of hearth and home.
‘Aside from providing quality service, we wanted to do something more,’ says Greg Marchant, president of Rust Check. ‘We wanted to leave customers with a pleasant feeling when they picked up their cars.’
The company hired an aromatic consultant to develop the scent, a botanical wild cherry product that is sprayed inside the car after a mechanic finishes the job. The scent is also being used throughout the service bays and customer waiting areas.
‘There is a psychological connection with certain smells,’ says Tracy Pepe, aromatic consultant with Classic Aromatics and creator of the Rust Check scent. ‘Cherry was something that has broad appeal and gives people a pleasant feeling.’
Pepe says that marketers can accomplish a lot by including scents in their promotions.
‘Visuals are obviously important,’ says Pepe. ‘But associating your product with a scent that gives customers a happy feeling can do a lot [to affect] how your product is remembered.’
Rust Check’s Marchant says the scent program will complement the company’s upcoming promotional campaign, which will use sports commentator Don Cherry. Marchant declined to discuss the details of the creative, which is being done in-house.
