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SCENT BRANDING ARTICLE
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Trend Alert:
Scent Branding by Jody Soileau
Abstract:
Launching truly unique marketing campaigns
have become a challenge for marketing executives. Companies are forced to utilize emerging
technology to harness a competitive edge. The latest breakthroughs have come from
marketing with scents. Piping a fragrance custom designed for a particular business inside
and out, has been proven to increase sales, and increase repeat sales. Scent Branding
works in a sub-conscious level, takes us back in memory, and has a direct influence on our
mood and shopping behavior in a retail environment. Our sense of smell can be harnessed to
increase sales for a specific purpose.
Aromatic scents of cookie cones, lavender,
peppermint, and citrus may not be consciously recognized, but they do have a profound
effect on the way you spend your money. Levels of fragrance so small that they cannot be
detected can subconsciously influence our behavior. They can affect our mood, how long we
stay in a room, how long we talk to someone, and how we respond in a retail environment.
The right scent in a retail environment can put a customer at ease and allow them to feel
safe, thereby potentially increasing their purchases.
Let’s wake up and take a breath in this new era of olfactory marketing where
sharp noted fragrances secretly infiltrate your nose and cause collateral damage to your
pocketbook.
A subtle hint of a warm sugar-cookie cone
lightly floats through the air and gently begins to excite your nasal passages as you
immediately feel your stomach ache for a chance to taste this tiny piece of heaven. Even
though you are shopping for a new business suit, you subliminally change course and
suddenly find yourself on the threshold of an ice creamery. This is the amazing power that
fragrances have over your subconscious and your buying habits.
In today’s economy, launching truly
unique marketing campaigns have become increasingly more challenging. The effects of
commodification, product standardization, deregulation, and globalization are forcing
companies to take their marketing efforts to new heights, utilizing every bit of emerging
technology to harness a competitive edge. The
latest breakthroughs have come from the oh-so-sweet smells of marketing with scents. You
may not have been aware of this type of marketing in modern retail environments, but
that’s all about to change. For additional proof, let’s ask the experts who are on the
cutting edge of olfactory research and development.
Jean-Charles Chebat, from the
Results of studies that look at the effect
scent has on a shopper’s experience has shown that fragrances that are considered both
pleasant and complimentary to the products and environment promote a more satisfying
shopping experience and increased sales. In an article published in 1996 in The Journal of
Marketing, Spangenberg,
Today, marketing comes at us from
virtually every angle, so it just seems a natural progression that we experience and
embrace the sweet smells of product promotion that’s artfully coming at us right under
our nose. Fragrances currently provide and will continue to perform a beneficial role in
adding to the quality of each of our lives. The link between a products scent and its
perceived quality becomes a competitive advantage in today’s marketplace. Considering
these facts, the need for innovation is now more important than ever. By utilizing
fragrances in your marketing efforts, you will be appealing to other senses that have been
traditionally missed by current marketing methodologies but not forgotten.
Martin Lindstrom states that “currently 83% of all commercial communication
appeals only to one sense, our eyes. That leaves a paltry 17% to cater for the other four
senses. This is extraordinary given that 75% of our day-to-day emotions are influenced by
what we smell.” This is Lindstrom’s way of
saying watch out and make way, the olfactory revolution is speeding down the highway to a
retail establishment near you!
FAQ’S
You probably have a few questions about
marketing with fragrances. The following should provide answers to some of the basics.