According to an article posted on MediaPost, stimulating the senses can be used as a marketing tool.
Nissan has a lot of changes in strategy, on mobile vehicle marketing communications, and in the air. Literally. The air in Nissan’s exhibition space at the North American International Auto Show was suffused with the scent of green tea.
“The point is to create an atmosphere that stimulates the senses,” says Jon Brancheau, VP marketing at Nissan North America’s Nissan brand division. That’s pretty much the kernel of 99% of auto product development and marketing, so there’s no harm in starting with establishing an essence in the ether. And stimulating the senses is part of Nissan’s plan for the redesigned Versa compact sedan and hatch, which go on sale in the U.S. this summer. He says the brand might take that green tea scent to its global retail and show spaces. The Versa’s new name, Note, also aligns with Nissan globalism: Note is the car’s name in the China market, although the U.S. — Nissan’s largest market — gets concessions: here, it will be the Versa Note.