This coming summer, sweat-drenched New York City commuters will smell a lot better if marketing executive Jay Schorr has anything to say about it. Schorr announced at a ‘Smell Good’ press conference in Miami on Wednesday December 10 that he’s pitching large perfume and air freshener companies on the idea of installing scent-dispensing billboards and posters in bus shelters and train stations throughout the Big Apple, as well as in other large U.S. cities.
“Smelling bad during summer urban commutes stinks,” said Schorr, who is the owner of TMR Multimedia, a Hollywood, Florida-based communications company. “I view the ‘Smell Good’ effort as a public service advertising campaign [PSA]. Millions of people across the country will benefit from it.”
Schorr says he is pitching his New York City PSA campaign to companies and brands such as Chanel, Lysol, Ralph Lauren and other perfume and scent-oriented manufacturers. He thinks that the branding, marketing and market research opportunities of his proposed PSA campaign will far outweigh the modest costs associated with its implementation.
“Out of home [OOH] advertising is one most cost-effective ways to reach target markets,” says Schorr. “Interactive OOH products such as our perfume-dispensing boards and posters are cutting-edge and a great way to make a huge impact on target markets.”
Schorr says New York City commuters will be able to push a button on the posters to dispense a measured amount of perfume, air freshener or the like for a refreshing blast of smell good products. The New York City PSA posters also will allow for consumer feedback via an NFC (Near Field Communication) sticker which will be affixed to the scent-dispensing poster. Commuters with NFC-enabled smartphones will be able to swipe their phones over the NFC stickers to receive coupons, offer product input and more.
“The New York City PSA perfume posters will allow for product sampling, consumer feedback and product incentives,” Schorr proffered. “But most of all, this PSA campaign smells good from every angle.”
Marketing industry analysts think Schorr is on to something fresh and that passes the smell test.
“This is really a win-win for the advertisers and consumers,” said Bill Singletary, an outdoor media analyst from Dallas. “Schorr’s campaign is creative, innovative and most importantly fills a need for both the manufacturers and their target markets.”
Something may be rotten in Denmark, but for New York City commuters the sweet smell of success is in the air.