Harness the Power of Scent....
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Most of today's marketing and branding appeals to only two senses sight and sound. However, what we smell is significantly more influential on our moods and emotions than any other sense. Our sense of smell is the strongest of all human senses and the closest sense linked to memory and emotion. It is our most accurate level of recall. Every day we encounter aromas that have a powerful influence on our emotions, moods and behaviour. Scent marketing is becoming an incredible tool as brands discover the role scent plays in connecting with customers on an emotional level. It is most effective when combined with other sensory triggers, such as sight, sound and textures to create a unique customer experience. Scent can trigger a memory or desire that influences a purchase decision. Across industries, businesses are using scent as part of multi-sensory marketing strategies to enhance customers’ experiences of a location and its products or services.
This all adds up to a new way of impressing a company’s brand identity on the memory of the consumer: not just a logo but an olfactory experience.Research has shown that people remember 35% of what they smell, compared with only 5% of what they see, 2% of what they hear and 1% of what they touch. Scent makes a brand identity more unique, strengthens customer loyalty and adds to the perception of quality, an element that’s essential to every brand in today's competitive market. Simply put, aromas trigger memories - memories influence emotions - emotions set moods. And moods dictate reaction. It's a powerful reality - a reality we put to work for clients everyday to promote sales and brand loyalty. The scent branding revolution has begun....
Our sight has been targeted in press and cinema, our hearing in radio and cinema, and our taste and touch with sampling. Which leaves smell.Scent marketing is on the increase in the United States and Australia, with Europe and the UK not far behind. The Langham Hotel in London has a custom-made scent to appeal to residents (in case you're wondering, it's ginger-lily).Leading luxury retailer, Harrods is also leading the way in multi-sensory experiences by injecting tailored aromas into its stores to improve the buying experience, for example, coconut oil fragrance featuring in the ladies swimwear department.And in the USA, in New York’s Time Square the M&M World Store is pumping the aroma of chocolate into the street to entice in customers.The Scent Marketing Institute in the USA claims to be the first organisation exclusively devoted to integrating scent in all phases of brand building, marketing and promotion.
Their CEO (Harald Vogt) says Research indicates that companies are enthusiastic about the possibilities of scent marketing, yet are sometimes uncertain about how to proceed...What they really need is guidance in coordinating the right scent with the right delivery system in order to send the right message to consumers.Using scented products such as the scented pens are the ideal product to incorporate into a point-of-sale execution to help brand building and promotion.
Research clearly shows that scent enhances consumer product memories.
Fact: Scent Effect Emotion....
Fish and chips, roast dinner and fresh coffee also made the list as did fresh air after rainfall.
Women picked bread, grass and clean sheets followed by fresh flowers and vanilla as their favourites. It also emerged that nine out of ten women believe a nice scent has the ability to change their mood.
Stephen Weller, Director of Communications at the International Fragrance Association, said: ''Scent has always played an important part in our everyday life - wherever we go, we are surrounded by different smells, some good and some bad."
Dr. Pamela Dalton, who has a PhD in experimental psychology and trained as a cognitive and sensory psychologist, also commented on the results: ''We may all react differently to any particular scent.
''Smell has the power to revive the past and transport us to a happy time or place or remind us of a special person, evoking feelings of nostalgia and comfort.
''The link between scent and memory is very strong, and how we react to different smells is therefore very unique and dependent on who we are as individuals and our past experiences.''
While women claim certain smells put a smile on their face because they're homely, or reminds them of someone they love, men prefer exciting and invigorating aromas. The survey found catching a whiff of a partner's aftershave on a passer-by raises a smile for eight in 10 Brits.
Women picked bread, grass and clean sheets followed by fresh flowers and vanilla as their favourites. It also emerged that nine out of ten women believe a nice scent has the ability to change their mood.
Stephen Weller, Director of Communications at the International Fragrance Association, said: ''Scent has always played an important part in our everyday life - wherever we go, we are surrounded by different smells, some good and some bad."
Dr. Pamela Dalton, who has a PhD in experimental psychology and trained as a cognitive and sensory psychologist, also commented on the results: ''We may all react differently to any particular scent.
''Smell has the power to revive the past and transport us to a happy time or place or remind us of a special person, evoking feelings of nostalgia and comfort.
''The link between scent and memory is very strong, and how we react to different smells is therefore very unique and dependent on who we are as individuals and our past experiences.''
While women claim certain smells put a smile on their face because they're homely, or reminds them of someone they love, men prefer exciting and invigorating aromas. The survey found catching a whiff of a partner's aftershave on a passer-by raises a smile for eight in 10 Brits.
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