The Planet Blog

The first time I saw the inside of a data center I had already worked in Web hosting sales for nearly two years. A member of our executive management team had decided that if we were going to sell dedicated servers we should probably have some concept of what they looked like.

I knew the building well; we’d once had a company-wide meeting in the lobby at 7:00 AM on a Saturday, so until our field trip I associated data centers with stale coffee and discontent over early weekend meetings. Although the data center and I had shared a less-than-stellar first encounter, when I finally stepped through the door that separated our then 14,000 or so servers from the rest of the world I never wanted to leave.

For those who have never had the pleasure or opportunity, visiting a large data center is something akin to a religious experience. Everything is so clean and sanitized. There are thousands of machines lined up in perfectly symmetrical rows and racks that tower above you, all connected by miles upon miles of a brilliant cable rainbow. The words you speak die in mid-air, absorbed by the sound of an electrified, whirring wonderland.

But in spite of the majesty of our data center’s sights and sounds, the part that struck me most was the smell. Imagine the new-plastic smell your CPU gives off when you plug a home computer for the first time, multiplied by many thousands, floating through perfectly filtered air. Within the first five minutes I wanted every customer to come and visit. They had to see and hear and, most importantly, smell what I was experiencing.

So when I read this article about the rising popularity of rub and sniff marketing my first thought was that we needed a way to recreate the smell of our data centers and include it in our print ads. We would be pioneers in olfactology for IT businesses!

Before this idea could come to fruition, it was pointed out to me that the smell of the data center really doesn’t do it for everyone. Although I cannot imagine why, some people even find it downright unpleasant, preferring smells like vanilla and sandalwood to plastic and electricity. One of our data center managers has even told me that while the CPUs and the electricity were contributing factors, most of what I smell is the fan belts on the air conditioning units, but that sounds much less romantic.

Still, the data center experience is more widely available to our customers than ever before. We now have a data center tour, starring actual Planet employees and filmed in our very own data centers. Click the button that says, “Take the Tour” on http://www.theplanet.com/ and enjoy our video, scent not included. For that part, you still need to make the trip to Texas and schedule a guided tour … break room coffee included.

This entry was posted on Tuesday, May 22nd, 2007 at 5:00 am and is filed under Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.