Scent marketing is the latest marketing method that enhances and completes the marketing mix. It aims at using scent strategically to significantly impact brands and businesses. It targets the most underestimated sense when it comes to sensory marketing, the sense of smell. Using strategically selected scents and diffusion into areas, it creates a specific atmosphere that is linked to the brand. This whole process engages clients subconsciously to the brand and has proven to ultimately increase business performance.
When it comes to building brands, business owners have mostly been using two senses, the sense of sight and hearing. Research has shown that the more you use all five senses, the more a brand will be remembered and the better the experience will be. This is called sensory marketing: An advertising method intended to appeal to the five human senses of sight, hearing, smell, taste, and touch to create an emotional connection to a specific product or brand. The sense of touch and taste cannot be used everywhere, but the sense of smell can, and has been hugely undermined.
Smell is the sense most closely linked with memory and emotion. As soon as we smell something through our nose, stimuli are triggered and is then processed through our perception, which stimulates cognition (memory) and emotion. Smell is the only sense that directly triggers this area of the brain that is responsible for memory and emotional processing. In effect, both areas affect our attitude, memory & learning, as well as behaviour. Because of this, research has shown that seventy-five percent of our daily emotions are triggered by smell and smell is known to be the second most important after sight!
Using scent effectively and strategically helps businesses to connect with consumers on a deeper emotional level, resulting in a more memorable time and enhanced experience. This improves the chances of consumer spending as consumers linger longer in areas that are scented and enhances consumer retention and loyalty.
If you have employees, a strategically scented space can increase workforce productivity.
Ultimately scent marketing has proved to increase sales, attract new customers, heighten value perception and enhance customer satisfaction and brand recognition.