Olivier Balbeur is a marketing consultant passionate about outdoor sports. His company helps clients develop marketing strategies combining traditional and modern tactics like neuromarketing. They capture a client's essence to create unique solutions that contribute to sales growth. The document then discusses scent marketing, explaining that smells strongly influence emotions and memories due to their connection to the brain's limbic system. Research shows scents can increase spending and recall of product information. By strategically using scents, marketers can enhance brand engagement and sales.

1. Creating emotions
via scent marketing

2. Hello!
I am Olivier Balbeur
Outdoor sport is my passion, especially Xtreme
triathlons. I like challenges and new adventures. By
the way, I am also consultant in marketing and
communication…another passion.
So, don’t by shy!
Challenge me!
I like it!

3. What we do…
We can help you to elaborate
yo u r m a r k e t i n g p l a n &
marketing strategy combining
several know-how and tactics
(i.e. inbound , neuro-marketing,
marketing 5.0)
We capture the essence of
your DNA to offer a unique &
creative output solution using
traditional and modern tools.
Our objective: contributing to
your sales growth and success.
Our international position offers
us a unique way of measuring
the global market in order to
identify the best opportunities
for your organization.
Learning & Entertainment are
entirely part of the today’s
business & people strategies.
Our qualitative events will
surprise you,

4. 4 reasons
our clients like working with us.
Nearly 15 years, combining traditional
and modern ways of doing marketing
for local and international businesses
EXPERIENCE
Being mordern and attractive require a
certain sense of creativy for both the
strategy and its implementation
CREATIVITY
Not only about time-perception… but
also as a mindset. Always ready.
FLEXIBILITY
Like in a race, I am 100% involved in
each projects to reach the objective(s)
ENGAGEMENT

5. Did you know?
Today, between 80 and 95% of purchasing decisions are related to the
unconscious part of the consumer!
95%

6. Neuromarketing
Neuromarketing is the study of how people's brains respond to advertising and other
brand-related messages by monitoring brainwave activity. This science can be
applied for visual & sensory impacts
Neuromarketing is a field that applies the principles of neuroscience to marketing
research.
combining Marketing & Neurocognitive science
(in-depth understanding of consumers and influence processes)!
combining Scientific rigor & Pragmatism
(concrete and effective interpretation of scientific inputs)!

7. Sensory impacts
MUSIC
SCENTS
LIGHTING
COLORS
VISUALS
…
ATTENTION
EMOTION
MEANINGS / VALUES / QUALITIES
EXPECTED & ACCEPTABLE PRICE
TIME SPENT
WAITING ACCEPTANCE
…
SENSORY ELEMENTS POSSIBLE IMPACTS

8. Focus on
scent
marketing

9. Imagine…
What do
you feel?
Fresh Cut Grass

10. Imagine…
What do
you feel?
Cookies Baking in the Oven

11. Imagine…
What do
you feel?
New Car

12. What is scent marketing?
• Subgenre of “sensory marketing”
• Uses smell to attract consumers
• Growing trend among advertisers and marketers
Why is it important to us?
• Studies have shown that a scented environment leads consumers to
stay longer and spend more
• Creates memorable brand interactions
• Connects consumers to your brand on a whole new level

13. Science behind Scent Marketing
• Smell is a chemical sense tied to the emotional
center of the brain (Limbic system)
• This limbic system is involved in:
• Fear
• Anger
• Other activities like sex and eating
• Also plays a big part in:
• Memories
• The type of emotional response an event evokes.

14. Science behind Scent Marketing
• Scent can have a powerful physiological and psychological effects:
• It can make us salivate
• It can change our heart rate
• It can attract us to a mate
• It can bring back pleasurable memories
• It can make people buy
• …
• Sense of smell has the greatest trigger for memory recall of the five sense
• Humans are able to recall 35% of smells and associate them to particular
memories or situations
• Compare this to our capability of only being able to recall 5% of what we read

15. Science behind Scent Marketing
• Smell is the oldest part of our brains
• He played a vital role in human history and survival
• Animals use smell to reproduce, find prey, and avoid danger
• Smell can alter our mood
• Research has shown that people’s moods improve 40% when exposed to a pleasant
fragrance
• Age, race and gender can play a role in how small are perceived
• People born before 1930 identified natural smells – pine, hay, horses, meadows as
nostalgic smells
• People born after 1930 identified synthetic smells – Play-Doh, markers and baby
powder as nostalgic smells
• Culture matters too
• 86% of Americans love “new car smell” (only 69% of Europeans do).

16. Why scent?
Roughly 85% of communication with the consumer happen via audible or visual media
BUT
• Smell is one sense you can’t turn off
• Just as your brand’s sight and sound needs to be clear and distinct, so does its smell

17. The olfactory pyramid
The olfactory perception of a fragrance could be conventionally
represented by an olfactory pyramid.
The scented notes that create each fragrance, depending on
their intensity and persistence, are classified in three main
groups:
• Top notes are light notes that last less. They are immediately
noticed as entering a room, but vanish after a few minutes.
• Heart notes represent the real theme of the fragrance, they
are the expression of its profusion and lasting in the room.
Compared to the top notes, they are more powerful and last
for a few hours.
• Long-lasting notes express the personality of the perfume,
they give warmth and persistency to the structure of the
essence. They evaporate slowly and vanish after a few days.

18. Some facts from research
& findings
• Studies support scent marketing’s promise:
• Las Vegas slot player spent 45% money more in a scented environment than those in
an unscented location
• Nike shoes received a better evaluation in a scented room
• In a recent study on scent marketing, the addition of a scent to a visual ad increased
the recall rate 500% above the same ad without a scent
• Product scent significantly enhances recall of product information
• This enhanced memory for product information persists over time (for at least 2 weeks
after exposure)

19. Some facts from research
& findings
> Two identical pairs of Nike shoes were placed in a
separate but identical room
> One room was infused with a mixed floral scent
• 84% of test subjects preferred the shoes
displayed in the room with the fragrance
• These subjects also estimated the value of the
“scented” shoes to be 10.33$ higher than the
other pair!

20. Some facts from research
& findings
Ø Students were asked to examine a brand-name pencil, along with a
10-point list of its selling points
Ø Some of the pencils were unscented, and some had been doused
with a pine or a tea tree oil
• 2 weeks later, the average student could not remember a single
attribute of the scentless pencil
• They remembered more than 3 attributes of the scented pencils
It’s not just the smell that people remember.

21. Scent Marketing Today
• Companies may use scent that highlight their products (candles, coffee,
flowers) or some other unrelated aroma known as “ambient scent”
• A pleasant mood makes for a pleasant customer who is likely to return to
repeat the experience
• Some business have gone so far as to try to create a “scent brand” for
themselves
In the EU: “Smell Marks” have been registered for protection!
A UK Company registered a floral smell
reminiscent of roses for their tires…

22. Let’s keep in touch.
20, Rue de Randlingen
Hagen, L-8366
Luxembourg
Olivier Balbeur
+352.621.194.262
www.balbeur.com
olivier@balbeur.com
© 2017 OB I Marketing & Communication s.à r.l – www.balbeur.com
Thank you!
Skype: olivier.balbeur
Twitter: OlivierBalbeur
Linkedin: olivierbalbeur