We're Making News
Exciting new services. Awards and recognitions. New clients, business partners and employees. You'll find details on those topics and many others here on our News page. To access our press releases, just click on the links below.
As a marketer, you understand how audio and visual elements can be combined to express your brand identity.
But did you know that adding scent to that mix can encourage better recall of your brand?
Essence of Lincoln is a signature scent developed exclusively for the Lincoln Motor Company by our Sensory Marketing agency, SensoryMax, and its partners.
Dennis Carnevale, Lincoln's experience training manager, called the scent "a subtle, yet powerful tool for our dealers to use to help clients make an emotional connection to their store and the Lincoln brand."
"Lincoln understands the unique power of Aroma Marketing," said Michael Seay, Director of SensoryMax. "They see its strength as a legitimate brand element; that it helps people form deeper connections and more memorable experiences with Lincoln."
In an August 2014 press release, Lincoln explained that the scent was "designed to create an upscale, relaxing showroom experience" and that it "exudes luxury and warmth."
The press release also mentions Pompano Lincoln in Pompano Beach, Florida. The dealership has been gently dispersing Essence of Lincoln through its showroom ventilation system for nearly a year, and customer reaction has been very positive.
"We've gotten a lot of good feedback about it, both from customers and employees," said Tony Guerrera, general sales manager of Pompano Beach Lincoln. "It's a great scent. They really did an excellent job creating it."
MadAveGroup is pleased to announce the launch of the new Recycle I.T. USA website. (See it here.)
In October of 2013, Recycle I.T. was named the winner of the Madison Avenue Makeover, a contest that included a grand prize of $15,000 in marketing services.
After many hours of consultation, the company's management chose to have us build their new website.
Recycle I.T. USA collects electronic waste - computers, cell phones, printers, etc. - and then recycles the components to keep harmful materials out of landfills.
According to the site itself, up to 100 million electronic items become obsolete each year. As a result, e-waste is the fastest-growing portion of the nation's waste stream.
Recycle I.T. is in business to draw attention to the problem and provide easy access to solutions. We designed and built their new website to make that mission easier for the company and anyone who wants to recycle their old electronics.
"I couldn't be happier," wrote Barb Bruno of Recycle I.T. USA. "I wish we would have made a documentary of this. What a process, and you made it so easy. Thank you all!"
SensoryMax - MadAveGroup's Sensory Marketing agency - was named the 2014 Scent Marketer of the Year on June 13th. The award is presented each year by the Scent Marketing Institute during the ScentWorld conference in New York City.
The reasons for the win include 1) our development and use of signature scents as a branding tool, and 2) our strong client relationships, including those with the Ford and Lincoln Motor companies.
Enza Sleva is the Lincoln Client Experience Manager. "As we transform our dealer network to provide a higher level of client experience, we look for ways to engage the senses of every visitor," wrote Sleva. "The Essence of Lincoln scent is an extension of that initiative. We applaud SensoryMax for this recent honor and thank them for helping shape the future of the Lincoln showroom experience."
SensoryMax Director Michael Seay accepts the 2014 Scent Marketer of the Year Award at the ScentWorld Conference in New York City.
SensoryMax partnered with Master Perfumer Rene Morgenthaler to create Essence of Lincoln, the automotive brand's signature scent. Morgenthaler is the man who developed Passion by Elizabeth Taylor, one of the world's best-selling celebrity-endorsed perfumes.
"My approach to the fragrance design was to preserve the rich heritage of Lincoln, while incorporating vibrant, modern elements for a unique and sophisticated signature scent," said Morgenthaler. "I am privileged to be part of revitalizing a classic American brand."
"SensoryMax has shown real professionalism and leadership in the field of Sensory Marketing," wrote Jennifer Dublino, VP of Development for the Scent Marketing Institute. "Their work with Lincoln is making a significant difference not only to the client in terms of a more pleasant shopping experience and a stronger brand that is solidly positioned for the future, but also by demonstrating the efficacy of a well-conceived sensory marketing program that can have similar results for other brands."
SensoryMax, the Sensory Marketing agency of MadAveGroup, has been nominated for Scent Marketer of the Year.
Presented by the Scent Marketing Institute, the award honors the company that has done the most to promote the Scent Marketing industry during the past year.
The Scent Marketer of the Year will be announced during the ScentWorld 2014 conference in New York City, June 12-13, 2014.
"We approach Aroma Marketing differently than most others in our industry," said Director of SensoryMax Michael Seay. "A signature scent is a powerful marketing tool. It's an essential element of a complete brand experience. I think it's that unique approach that the Scent Marketing Institute appreciated."
Seay said that a signature scent is every bit as important to a brand as its logo. The scent that SensoryMax developed for Lincoln, for instance, highlights the brand's attributes and deepens the customer experience at the dealership level. And because the sense of smell is so closely tied to memory, the scent will reinforce Lincoln's brand identity when a consumer encounters it in the future.
Aroma also elevates the customer experience. That's especially true at Virginia Tire & Auto. The company implemented SensoryMax's Aroma Marketing as part of its recent re-branding efforts, and customers are noticing. Several have even left positive comments on the aroma in Yelp reviews.
But SensoryMax doesn't focus solely on a brand's scent. "Every phase of the customer experience builds on the previous phase," Seay mentioned. "That's why we develop comprehensive Sensory Marketing programs."
What is Sensory Marketing?
SensoryMax uses audio, video, aroma and tactile strategies to stimulate and appeal to the senses of sight, smell, hearing and touch. The goal is to create unique, memorable branded impressions that encourage specific consumer behavior.
A few examples: lighting and video can be used to affect how people move through a retail space; background music will influence the mood, energy and pacing in a restaurant; and aroma can create a more pleasant shopping experience at a car dealership, while anchoring those moments in the customer's memory – often for many years!
An agency of MadAveGroup, SensoryMax engages consumer senses to create powerful brand impressions that encourage specific behavior. Learn more at SensoryMax.com or call 419/473-9000.
The winning entry was the Facebook page we created and maintain for Spirit Services, a Columbus, Ohio-based company that provides uniform rental, shop and restroom supplies, corporate apparel, and other products and services.
We use a fun, retro look on the company's Facebook page (and their website) to differentiate the Spirit brand. The humorous content is designed to create an enjoyable, soft-sell experience for the audience and drive visitors to the company's website, www.GetSpirit.com.
Entries in the Internet Advertising Competition are judged against other entries in their category based on the following criteria:
• Use of the medium
This award represents "outstanding achievement in Internet advertising," as determined by judges who represent "all aspects of the advertising and Internet worlds," according to the IAC website.
The Web Marketing Association produces the Internet Advertising Competition. The WMA was founded to help set higher standards for Internet marketing and corporate web development. The organization is made up of Internet marketing, advertising, PR and design professionals.
That's what Jennifer Weaver wrote about the On Hold Marketing in the video above.
Jennifer was one of several judges at the 2014 Fifth District ADDY Awards, held March 15th in Akron, Ohio.
As a group, the judges presented BusinessVoice with a Silver ADDY for "Binkelmania," a humorous On Hold Marketing production created for Binkelman Corporation. The BusinessVoice entry now moves on to compete at the national level.
Sponsored by the American Advertising Federation, the ADDY Awards is the largest creative competition in the world. Over 40,000 local entries compete in 200 markets across the United States. The Fifth District competition follows the local competition and includes the best entries from Ohio, Kentucky and West Virginia.
For the fifth time, BusinessVoice has earned a Judge's Choice award at the northwest Ohio ADDY Awards competition.
ADDY Judge Shaun Culbertson, Interactive Art Director at Adcom Group in Cleveland, Ohio, named the BusinessVoice entry his favorite for several reasons:
"I selected Binkelman's [On Hold Marketing] because of the unexpected comedy, quirkiness and edge! You actually want to wait on hold and hear what is said next. The script's humor is dry and sharp. The [music] and voices are catchy. I think it's very funny and creative. It paints Binkelman's personality as being comedic, but humble. I also like to see creative pushing boundaries and not too afraid to be a little on edge."
"That's exactly the response we're going for when we use humor on hold," said Scott Greggory, VP of Creative Services for MadAveGroup. "Humor is still underutilized in On Hold Marketing, so when you do hear it, it's a pleasant surprise. It draws you into the content, and allows us to deliver the marketing message to you painlessly."
Greggory, who wrote the award-winning production, says humor also makes the experience on hold more enjoyable for callers, while presenting the client as a company that cares about the time their callers spend on hold.
Listen to the award-winning On Hold Marketing production called "Binkelmania!" in the video above.
Titled "What Should a Bank Smell Like?," the piece focused on the effect aroma marketing is having in several banks around the world.
SensoryMax client Ocean Bank was named as one of the banks using aroma marketing to its advantage. The Miami-based financial institution has been receiving great client feedback consistently since the SensoryMax team developed and implemented their customized aroma marketing program.
"Your sense of smell can contribute so much to your positive feelings about places and products," said Michael Seay, Director of SensoryMax. "Introducing aroma as a brand component is the next natural step for marketers. It helps a company more fully express its brand identity."
Signature scents also can improve consumers' familiarity and comfort level with a brand, as well as their memory of interactions with the brand, all of which can drive sales. (Read the complete Bloomberg article here.)
Is there any better way to spend a few hours than hangin' out with clowns?
Sure, there is. But clowns ARE pretty cool. That's why we're always happy to participate in the annual Blade Holiday Parade in our hometown of Toledo. Ohio.
Again this year, members of the MadAveGroup team worked the parade route with folks from Forrester's on the River, the great new restaurant at The Docks.
As pacers, it's our job to make sure that each unit in the parade stays 50 feet apart. If you've ever seen a float ram into a marching band, or a horse trample a Grand Marshall, you know how important the job of a pacer is.
Speaking of cool clowns, this year's Holiday Parade featured more than 100 members of the Distinguished Clown Corps. The Corps is made up of local businesspeople who pay for the privilege of being a clown. The money raised helps to pay for the parade itself. Distinguished Clowns also appear at charitable functions throughout the year.
MadAveGroup has been recognized once again for "outstanding achievement" in the field of marketing and communications by the 2013 MarCom Awards, an international creative competition that includes entries by media conglomerates and Fortune 500 companies.
BusinessVoice, our On Hold Marketing division, received the highest honor - a Platinum MarCom Award - for "Binkelmania," a humorous On Hold Marketing production we created for Binkelman Corporation. (Listen in the video below.)
We also earned a Gold MarCom Award for a series of three radio spots we created for Spirit Services. (Listen to them in the video below.)
"The radio spots we produce for Spirit are not only designed to encourage a specific response," said VP of Creative Services Scott Greggory, "they support the company's brand identity. We want that audio to sound like what their website and social media channels look like. That way, there's a stronger connection with the brand as people move from the radio to Spirit's online world."
"That's one of the advantages of working with an agency like ours. Radio and TV stations are in the business of production and distribution, not necessarily great content creation. We focus on each client's message, supporting their brand identity, and strengthening the audience's perception of their company in a creative way," said Greggory. "Ours is a consistent and long-term approach."