Scent-marketing is a new terminology adopted to depict new concept that is secretly changing our perception of “spatial air” and “brand marketing.”
Although our olfactory sense (the sense of smell) plays an important role in the overall human sensory experience, it is also the one that is most easily neglected. As products are becoming increasingly similar, the more sensory experiences (sight, smell, hearing, taste and touch) being involved to help customers experience the products, the bigger the chance you can win over your competitors. As a result, customers can resonate with the effective marketing package involving your products and the whole story behind your brand. This is the most effective marketing tool.
As the marketing strategic tools that merely rely on “hearing” and “vision” are getting more and more difficult to be accepted by customers, some companies are turning to the scent-marketing approach and many have achieved tremendous success.
Since our olfactory sense is directly connected to the part in our brain that governs memories and emotions, smell can directly affect 75% of all human emotions, and the emotions in turn directly account for our subsequent actions. As we cannot shut down or stop the functioning of our olfactory systems, promoting the brand through scent-marketing is therefore very effective. Through adopting olfactory marketing approaches, your brand will stand out among many other competitors and directly bring emotional impacts to customers, hence establishing direct emotional relationship with them.
How scent-marketing works？
Since our olfactory sense is directly connected to the part in our brain that governs memories and emotions, smell can directly affect 75% of all human emotions, and the emotions in turn directly account for our subsequent actions.
Although our olfactory sense (the sense of smell) plays an important role in the overall human sensory experience, it is also the one that is most easily neglected. Our olfactory sense is directly connected to the part in our brain that governs memories and emotions, smell can directly affect 75% of all human emotions, and the emotions in turn directly account for our subsequent actions.
In addition, our olfactory system is also directly connected to the limbic system in our brain which manages our emotions and memories. This is the reason why smell can trigger intense emotions and arouse deep memories.In recent years, scientists have found that the limbic system also determines “the moment of happiness” (as oppose to “prefrontal” which is responsible for long-term interests). As a result, smell can affect our subconscious as well as consumer behavior. And customers’ moods are affected in a positive way even without themselves being aware of it. This is what pleasant aroma can achieve.
Product assessment often depends on two attitudes of the customers: emotion and cognition.
Emotions usually function in an unconscious way and the subsequent reaction often comes faster than the awareness of such emotions. As emotions are easily affected by aroma, such aroma plays a quick and important role in determining the customers’ attitude. A lot of businesses have been incorporating the appropriate aroma to match with corresponding scenes, merchandises or visual pictures to enhance customers’ demand for such commodities or brands. This is one of the main steps to achieve the purpose of “five senses marketing”.