Equal Strategy CEO Simon Faure-Field elected to The On Hold Messaging Association Board of Directors

Singapore -- (SBWIRE) -- 06/18/2010 -- The On Hold Messaging Association (OHMA) is an international organisation composed of audio marketing agencies who are dedicated in expanding awareness of the On Hold Messaging industry.

The tenth annual OHMA conference was held at the Westin San Diego this year, electing a new board of directors to include Allen Gaughf, Chairman, Vince Koegle, Vice-Chairman, Pete Turpel, Ex Officio Chair, Mitch Keller, Andy Hedberg, Justin Ginsberg, Jerry Brown, Nick Findlay and Equal Strategy's CEO, Simon Faure-Field.

In addition to the election, the conference promoted creative and marketing strategies as well as the winners of the industry's MARCE (Marketing and Creative Excellence) awards. The 2011 conference will be held in St. Louis, MO.

Equal Strategy's CEO Simon Faure-Field quotes "I am delighted to be elected to the board of directors, which further drives my commitment in sharing with clients in Asia "on hold messaging" and "messages on hold" best practices and the latest sensory branding techniques".

This year's focus is to encourage qualified on hold messaging and messages on hold companies to join OHMA, to strengthen the industry, and also by creating awareness of the importance of marketing on hold. OHMA promotes ethical and professional business practices and helps independent On Hold Messaging agencies develop their business. Member agencies and client relationships are also enhanced through education, self-regulation, service and support excellence.

Businesses often use messages on hold as a way to inform callers of their company's offerings, services and promotions. Messages on hold is also referred to as on hold marketing.

Equal Strategy has taken the messages on hold concept and incorporated brand and customer experience research and methodologies to create an experience that is reflective of the brand tone and feel, with interlaced messages spoken by TV and radio presenters from over 55 studios globally.

Source:
http://www.equalstrategy.com/News/Media_Release-On_Hold_Messaging_Association_Board_Election.html

About Equal Strategy
Equal Strategy delivers "music", "fragrance" and "recorded telephone messages on hold" to businesses in a scientific way that enhances the overall customer experience of the brand and causes the customer to stay longer and buy more! Equal Strategy is the only company in Asia that specialises in deploying "music" and "fragrance" solutions to business where the two senses are stimulated in synergy with each other.

Sound and smell deliver stimuli directly to the memory centres of the brain, influencing behaviour and creating suggestion at both the conscious and unconscious levels. Decades of behavioural research into the habits of consumers has found that "consumer arousal" can be either stimulated or suppressed through the use of mood settings like music and fragrance.

For more information visit
http://www.equalstrategy.com/on_hold_messaging_association_member.html

Media
Simon Faure-Field, Tel: (65) 6338 6223
Email: pr@equalstrategy.com

For more information on this press release visit: http://www.releasewire.com/press-releases/release-3.htm

Singapore -- (SBWIRE) -- 06/09/2010 -- Equal Strategy, Asia's leading sensory branding and customer experience consultancy, announces its collaboration with the Chinese Private Enterprise Pavilion.

The latest and most globally viewed, Shanghai Expo showcases pavilions from over 180 nations as well as leading brands from China.

Equal Strategy is providing a sensory branding experience for The Chinese Private Enterprise Pavilion, using technology specifically developed for scenting hundreds of cubic metres within seconds. Several spring inspired "fruity, fresh and green" fragrance concepts were created by Equal Strategy's scent partner and diffused in a systematic and integrated manner to work harmoniously with the pavilions' video and audio presentation.

Equal Strategy's CEO and chief consultant Simon A. Faure-Field says "Shanghai Expo is a showcase of the world's most innovative and dynamic minds. We're excited to be involved in a sensory branding project of this size, and importance of setting new experiential standards both regionally and globally. The pavilion which Equal Strategy is involved with, has been passionate about using the latest sensory branding techniques and technology to take their guests to another dimension".

The Shanghai World Expo is the largest World Fair site ever spanning across 5.8 square kilometres. More than 50 international organisations and over 190 countries have registered to participate with visitor expectancy ranging between 70-100 million from May 1st to October 31st 2010.

Source:
http://www.equalstrategy.com/news/Media_Release-Shanghai_Expo_Sensory_Branding_Techniques.html

About Equal Strategy
Equal Strategy delivers "music", "fragrance" and "recorded telephone messages on hold" to businesses in a scientific way that enhances the overall customer experience of the brand and causes the customer to stay longer and buy more! Equal Strategy is the only company in Asia that specialises in deploying "music" and "fragrance" solutions to business where the two senses are stimulated in synergy with each other. Sound and smell deliver stimuli directly to the memory centres of the brain, influencing behaviour and creating suggestion at both the conscious and unconscious levels. Decades of behavioural research into the habits of consumers has found that "consumer arousal" can be either stimulated or suppressed through the use of mood settings like music and fragrance.

For more information visit
http://www.equalstrategy.com/signature_scent_aroma_brand_air.html

Media Relations

Simon Faure-Field,
Tel: +65 6338 6223

Email: pr@equalstrategy.com

For more information on this press release visit: http://www.releasewire.com/press-releases/release-3.htm

Shops and hotels in Singapore are using signature scents to attract customer and build brand loyalty

Singapore -- (SBWIRE) -- 06/06/2010 -- Shops and hotels here are using unique scents to attract customers and build brand loyalty, LAURA TAN reports

Malls, shops and hotels are developing quite a nose for attracting customers.

Attractive wares and hot deals aside, more are using appealing scents to make a lasting impression.

Walk into Ion Orchard, for example, and you might catch a subtle but sweet fragrance wafting through.

The glitzy mall is said to be the first in Singapore to develop its own signature fragrance, which is diffused via its air-conditioning units.

The scent incorporates 20 individual notes from natural herbs, fruit and flowers - including white tea, mandarin, ginger and peony - yet its smell is barely noticeable to most shoppers.

An Ion spokesman says: "The scent is designed to reflect the mall's brand personality, that it offers a holistic, multi-sensory lifestyle and shopping experience."

Together with ScentAir, an international provider of scent marketing solutions, the mall took nearly a year to develop its signature fragrance.

At least four hotels and stores here, including Intercontinental Hotel and Shanghai Tang, now have an in-house scent.

Bette Nah, section head of service skills at 1TE College West, notes: "Businesses in Europe and the United States have been using scents for more than 10 years. Singapore is slowly starting to catch on."

There is no evidence that having a scent strategy boosts sales, but Nah says it is "all part of marketing".

US-based Scent Marketing Institute, an independent resource for scent-related marketing, says that smell prompts the strongest memory recall.

So the subtle use of scents that appeal to customers can be effective in building brand loyalty.

According to the institute's website, "the smell of lavender tends to make us more relaxed and talcum powder makes us feel safe", while "the smell of tailored floral and citrus makes us want to browse longer and spend more".

Indeed, the Singapore Marriott Hotel is taking a leaf out of the scent book. A spokesman says it is developing a signature scent from green tea essence.

"Green tea refreshes the environment and is ideal for our lobby, where guests are returning after a long day," she says.

For a 2,000 sq ft store, Equal Strategy, a multi-sensory branding company here, charges between $20 and $30 a day to lease specially developed fragrances and scent delivery equipment.

Other stores such as Shanghai Tang spray perfumes and home sprays from their own brands.

Not only does this make the store smell nice, but it also boosts sales of the spray.

A spokesman for Shanghai Tang says it has been scenting its Takashimaya Shopping Centre store here with its signature Ginger Flower home spray since it opened in 2000.

A sales assistant notes that many customers ask about the fragrance and Ginger Flower is now one of its bestsellers. An average of 2,000 bottles are sold a month.

The scent has made an impression on shoppers such as assistant documentary producer Karishma Chanrai, 23. She says: "Shanghai Tang always smells really nice. It's a noticeable scent but it's still quite light and fresh.

"But some shops, such as those that sell soap and shower gels, have a strong aroma with different scents mixing in a small space. I can't stay too long in those snops."

For more information visit
http://www.equalstrategy.com/signature_scent_aroma_brand_air.html

For more information on this press release visit: http://www.releasewire.com/press-releases/release-3.htm