They say smell is the strongest link to memory, and for chocolate lovers, the sweet smell of dark chocolate is probably the strongest link to happiness. So when John Nickson, owner of OmniColor Printing and self-proclaimed chocolate aficionado, began experimenting with scented materials on his new Heidelberg UV press, he got more than just new printing capabilities, he also got an idea for a whole new business.
When a client requested materials to promote a chocolate wrap at their spa, OmniColor Printing flood-coated the brochure with a clear varnish that contained tiny scent capsules that, when touched, released the smell of chocolate.
After the aroma wafted through the 17,000-square-foot printing facility, an idea was born that led to creation of ISmellChocolate.com, an Internet-based company that sells chocolate-scented greeting cards with odorous capabilities that go way beyond the typical scratch-and-sniff product.
OmniColor, which was founded by Nickson and his father, Jack, who has since retired, is one example of the many small family-owned companies moving to expand for the first time.
“The easiest thing to resolve is cost issues,” said Robert Cromerford, professor of management in the College of Business at the University of Rhode Island. “Treat it like you’re doing business with an independent business.”
“Make sure you’re getting into something you have the expertise to handle,” said Cromerford. By sticking to an industry he is already experienced in, Nickson can simultaneously promote both businesses. ISmellChocolate.com printed two sets of promotional materials: one set to give to boutique chocolate stores to encourage them to sell the scented greeting cards, and another set to give to the bigger companies, such as chocolate manufacturers, to encourage them to use OmniColor Printing’s scent technology for their own materials.
Nickson has run his printing company in East Providence for more than 25 years. But before embarking on the new venture, he spoke with his marketing and advertising company, potential customers, and the publisher of the niche magazine, Chocolatier, who all encouraged him to pursue the idea.
OmniColor Printing and ISmellChocolate.com will be run as separate companies, said Nickson. Both have to show a profit. ISmellChocolate.com will have to pay OmniColor for printing as if it were any other company.
The reason he’s sticking with chocolate for the card company is simple: “Everyone likes chocolate,” Nickson said. •
