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…