More companies are seeing the positive effects from creating a marketing sensory strategy. This new trend driven by consumers demanding novel experiences from their brands has shown that consumers are willing to move towards brands which are willing to provide full experiences, not simply products.
Creating a marketing strategy around the senses has been backed up by different studies which have brought forward concepts for different possible tailored experiences. Take the sense of smell for instance; research has shown that since it is tied directly with our limbic system where emotions, memories and instincts are generated, a targeted experience can trigger specific attitudes and emotions that can help a brand in different ways.
In today’s marketing landscape there have been numerous efforts to understand the consumer psychology, understanding the cognitive processes in order to find mechanisms to connect the consumer emotionally with the brand to increase sales and brand remembrance. Sensory Marketing offers a deeper insight and connection into this scenario, in this post we will focus on Scent Marketing as an example of possible outcomes when implementing a sound marketing strategy.
Here are five effects from Scent Marketing you would not have expected:
- You can alter time perception
One of the better known effect from Scent Marketing is the application of aroma diffusers in commercial spaces like: retail stores, hotels, casinos, spas, amongst others. In order for this strategy to be effective a brand needs to define in a scent what it wants to communicate so a Scented Logo can be created. This logo will be implemented in the diffusers in a way such that as customers visit the space and (un)consciously notice the scented logo they will generate a better environment, evoke comfortable memories, and experiences which will in turn lead to forgo the concept of “being in a hurry” and have a better experience at the store, while spending more time in the store.
- Clients will generate a positive memory and the desire to repeat it
The Sense of smell has powerful ties to the part of the brains that manages our memory. An experience tied to an aroma will be impregnated and committed to memory in a way that the scent serves as a trigger to evoke it. Hence the goal for Scent Marketing is to generate consumer experiences where shopping, staying at a hotel, are extremely pleasant, so positive emotions are attached to the Scent Logo.
It is just like magic as you have a pleasant memory that is triggered by a familiar smell -think cookies when you got back from school- turns into an impulse to repeat the experience that generated that memory.
- Brand remembrance
Following suit, branding and positioning are immediately benefitted from Scent Marketing. A Scented Logo relates a Scent with a specific brand, and it also defines a trigger in clients and customers that will attach memories to the brand, thus increasing brand remembrance, brand positioning in the client’s mind.
- Helps brands connect to client’s emotions.
Scent Marketing helps brands relate deeply to client’s emotions, conciliating real in-store experiences with a technologically mediated sales environment that has become the standard. Thus Scent Marketing helps brands become more relatable from a human point of view, where comfort, experience, service, and the human customer takes the main stage in a long term relationship between the client and the brand.
- Increase your sales up to 20%
Studies, as well as our Client’s experiences, have shown that as the effect of Scent Marketing come into place, sales have been given boosts of up to 20%. A better in-store experience leads up to happy customers who are more likely to shop again in the store.