Summer Thompson May 14, 2012 B3The Use of Olfaction in Marketing
Olfaction: 1. The sense of smell 2. The act or function of smellingScent-Marketing: The use of odors in order to attract customers to a productOdotipo: A pleasant smell that consumers relate to a product
Scents and Moods Odors are sent to different areas of the brain, which causes varying moods depending on the odor.• Jasmin and similair scents cause the release of natural pain- killers and cause a sense of well-being.• Scents such as lavender cause the release of serotonin which bring about a state of relaxation.• Scents like rosemary cause the release of noradrenaline, which causes the body to "wake up".
Scents and MemoriesThe olfactory system is thesense that is physicallyclosest to the limbic system,where memories areprocessed. Therefore: • Odor-evoked memories are highly emotionally potent • People remember a large amount of what they smell. (35%)
Companies are Taking a Notice "Brands are increasingly recognizing that in order to wow consumers, they need to work on an emotional basis. Its no longer enough to build a rational proposition based on function, price, or convenience.” - Simon Harrop, founder of the Aroma Company
Why is there an Increase in Scent-marketing?Progression in technology, thus: • Easier for companies to incorporate this technique into their marketing compaigns • Odors can be cheaply added to environments Large increase in reasearch of the Olfactory System, leading to: • advanced understanding of the sense of smell • how to use scents to a companys advantage
Several Techniques in Scent-marketing Campaigns:• In the shops o Particular product fragrances o General fragrances• In malls or department stores• Fragranced merchandising• Fragranced packaging
"Its purpose really is to keep customers in your store, to create this welcoming environment - and it works; it does keep people in your store longer. It helps people feel better in their shopping, and in a lot of cases causes them to spend more money."- Mike Gatti, Executive director of marketing at the National Retail Federation
Net Cost Supermarkets in Brooklyn, NY• Use artificial food aromas• Uses scent-machines to distribute fragrances • chocolate smells are distributed in the candy aisle • fruit smells abound in the produce aisle • the smell of freshly baked bread is released into the air in the bakery
M&M World Store in Londons Leicester Square:• Have been distributing the scent of chocolate into the store• Use the scent directly outside of the store to attract customers• The store does this because the goods come pre- packaged
Hamleys, a toy shop: • Uses the general scent of Pina Colada throughout their store • Believe the odor entices parents to linger in the store for longer periods of times
Other Shops:Hotels, such as Holiday Inn: • The focus is reception in common areas. • Its about creating a fresh, airy, and welcoming environment that reflects the brand.Casinos: • Use "musky, masculine scents“. • Believe it encourages men to remain on the premises for longer periods of time.
• Used to create an even more well-known brand• A technique that allows the companys fragrance to be taken home and remembered by the consumer (Odotipo)
Merchandising:• Scented candles, soaps, incense, perfumes, etc. o can be used to ensure the fragrance is abundant in the consumers home• Merchandising can increase the likelihood of a fragrance becoming fully associated with a product
Direct Mail and Fragranced Packaging:• Have seen an instant success• "In one door drop for a laundry product, putting a fragrance on brand literature doubled the response rate compared to the non-scented equivalent. Its made us realize there are opportunities around smell."
Scentair:• Aids companies through the process of beginning a scent-marketing compaign• Scentair creates the scents for companies (either shelf or customs fragrances).• Provides the "full Service" package once the scent is created o Supplies, installs, and replenishes fragrances for the companies
• Increasingly large amounts of companies are beginning to use scent-marketing.• Scentair has reported that they currently have 600 clients • Dramatic increase in clients within the last 6 months.• Appears to be a bright, full future where scent-marketing will become a common phenomenon