Now I bet that when you imagined these things, one of the things you imagined were their smells. Each of these scents is very powerful and often evocative of memories or pleasurable experiences.
When you imagined those smells, many of you probably also imagined a scene or memory to go with them. Maybe your neighborhood in the summertime and the sound of a lawnmower. Or maybe your grandma pulling cookies out of the oven. And that’s without even smelling these scents! Scent is one of our most powerful senses, and I’m going to talk about how it can be used in marketing.
Connects consumers to your brand on a whole new level that is impossible to reach with traditional methods
Since smell is basically linked directly to our emotions, it can create a very powerful connection with your brand.
Animals use smell to reproduce, find prey, and avoid danger (like fire). People born before the 30s liked natural smells. People after the 30s liked artificial smells.
You can close your eyes, cover your ears, refrain from touch, and reject taste, but smell is an essential element of breathing.
Persists over time—for at least 2 weeks after exposure.
One room was infused with a mixed floral scent, the other wasn’t.
151 college students. So, it’s not just the smell that people remember. It’s other things associated with the smell: the brand name, or the shape of the product’s box
When you smell Cinnabon, you immediately think of their brand. Smell marks: Dutch company’s tennis balls with the scent of newly mown grass. UK registrations for tires with “a floral fragrance/smell reminiscent of roses” .
Billboard that used a fan to disperse “steak smell” as drivers passed. A promotional team was hired to simulate the act of scratching and sniffing the decals to draw attention to the boards, and to encourage those walking by to do the same
ScentStrip—magazine perfume ads. Some of the producers of scent marketing technology. ScentSational, the leader in scent packaging, infuses scent into the actual packaging of CPG products. Some that would be relevant to our brands are… ScentAir is the leader in air-based in-store scent marketing.
Resources: scientists, scent creators, marketers, package vendors, etc. Right aromawill substantially increase brand awareness and value overtime. Website has more information about logistics. One big application is putting scent into the package’s headspace, so when it is opened, you get a strong whiff of its smell.
Battery-operated and uses magnets to attach to the underside of any standard retail shelf. Easy to use. Batteries and cartridges do need changed out. Ice cream shop in the Hard Rock Hotel in Orlando was often overlooked because it was in the basement. Positioned sugar cookie smell at the top of the stairs and waffle cone at the bottom to draw customers. GM says that guests and staff love it.