Introduction to Scent Marketing
In 2009, the international Scent Marketing Industry was worth US$ 100-Million. This figure is forecast to reach US$ 1-Billion by the end of 2017.
Scent Marketing refers to the incorporation of the sense of smell together in addition to the other four senses, in a marketing campaign.
Some call it “Experiential Marketing” and others refer to “Sensory Marketing”. Descriptions aside, marketers have realised that to truly engage their customers and draw them in, they have to dig deeper and connect on an emotional level.
Brands including Levis, Coca Cola and Nike have known this fact for many years. Quality is a given with these brands, a non-negotiable factor, however this is the case with many brands, so what makes these brands stand out?
It is simply because their clients feel a deep sense of emotional connection with the brand, a loyalty and some may even say a “love” for the brand, and they aspire to a feeling or lifestyle that these brands evoke.
“But I don’t have the millions that these companies have to market and grow my brand to create that connection” you may say.
“It’s easy when you have the best of the best advertising agencies and unlimited funds to get your message out there” you may argue.
That’s true; money does help. But cost does not need to be a limiting factor – and herein lies the power of Scent Marketing…
Scent as a Marketing Tool
There is an inextricable link between scent and our emotions. Scent evokes memories, affects our mood, creates perceptions of luxury and quality and can stimulate impulse purchases. Who can resist the aroma of freshly baked bread wafting out of a bakery or the scent of a brand new car.
Science has proven the link between scent and emotion and the effect that an odor or fragrance can have on our actions and state of mind.
Scent is available to all, as a means to deeply engage and connect with customers and to differentiate in a highly competitive world, where marketers are consistently shouting messages at you via television, the internet, billboards and print. Scent is subtle and charming and you don’t need a massive budget to forge those links and creep into your customer’s hearts.
Marketers need to harness this power and link scents to brands, to evoke an emotional response in their consumers and forge connections with a place, a product or an event.
BRAND INSCENTIVES imports a range of high quality fragrance, from our Spanish fragrance manufacturer. Oils are also formulated for optimal diffusion in our scent units and for their application in the field of Scent Marketing.
Selecting the correct scent is where we can assist and offer our 12 years of expertise to you. In some industries, the scent is easy to select and an obvious choice, like the aroma of Pina Colada in a travel agency and coffee in a restaurant.
Others are not so easy. What scent would be used in a computer hardware store or a bank or in an office block? We guide you through the selection process and are also able to create unique signature scents, that become part of your brand identity.
Customers start to link the scent to the brand and connections are hardwired into the brain. We often have the man on the street ask, when we tell them what we do, “Do you do the scent at that hotel? I love it. I recognize it as soon as I walk in and I will never forget that scent.” Or “My Attorney’s office has a certain scent. It just calms me down. Do you do that? It’s amazing.”
And with product specific scents, often a spontaneous impulse buy occurs when the taste buds feel as if they are being tickled by a particular aroma.
You can also read more on Sensory Marketing in the Journal of Strategic Marketing