One of the easiest and yet most overlooked aspects of marketing involves the sense of smell. Olfactory marketing, or scent marketing, is a powerful tool that every business owner should have in their marketing arsenal. The sense of smell is highly underrated and practically ignored when it comes to business branding. However, the strong link between memory and smell can be a key factor in creating long-term, loyal customers. Check out these influential scent marketing examples from leading brands around the world.
Why Study Scent Marketing Examples?
As a business owner, your long-term plan probably includes growing your business and increasing your profits. Market trends come and go, and consumer behaviors are constantly evolving. The best way to reach your target markets is to learn what they want and adapt to their needs and expectations. Taking a play from the marketing playbooks of global business powerhouses is one way to give yourself an edge against the competition. Scent marketing is a strategy used by many of the most successful.
As science has proved, smell has a powerful ability to drive behaviors on both a subconscious and instinctive level. Harnessing that ability through carefully delivered fragrances can influence your consumers toward specific purchases or a more positive association with your brand. Capitalizing on prior positive memories and associations helps develop a response to your brand that is consistent each time a consumer experiences a particular fragrance. This is the end goal of scent marketing and a reason to study scent marketing examples.
Which Companies Have Good Scent Marketing Examples?
Companies of all sizes can use scent marketing to their advantage, but there are several well-known brands that are absolutely crushing the competition. Knowing that such marketing can increase a customer’s intent to make a purchase by up to 80%, these companies have turned their attention to scents that symbolize their values and brand while encouraging consumers to spend more.
1. Burger King
Though the iconic King is usually plastered across television commercials, it is the scent of the Whopper that attracts the most attention for burger lovers. In Japan, Burger King used the smell of grilled meat to increase the appetite of consumers and promote the tasty burgers. In its stores, ventilation ducts pump the enticing scent of the Whopper throughout the space and cultivate a strong appetite in those who are ready to eat.
2. Abercrombie & Fitch
This is perhaps one of the most well-known scent marketing examples due to its early engagement with olfactory marketing. Abercrombie & Fitch has a corporate image that appeals to those who prefer to shop in more upscale locations and targets men and women alike between the ages of 21-24. However, it’s more than unique clothing lines that attract the most attention from marketers. The proprietary line of scents is spread throughout each corner of the store by nebulizers to fully engage the shopper and reduce purchasing inhibitions. Early scent marketing was achieved by workers spraying the scents by hand throughout the store.
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3. Rolls Royce
The new car smell is delightful and satisfying, and everyone seems to agree that the longer the smell stays around, the greater the satisfaction and pride a car owner feels over time. Rolls Royce has figured this out and capitalizes on the exclusivity of its brand with the new car smell. Not only does a new Rolls Royce owner get to enjoy the smell when the car is first driven home, but whenever the car is dropped off at one of the company’s service centers, that new car smell is refreshed.
The unmistakable smell of freshly brewed coffee and rich, dark coffee beans permeates each Starbucks location, and this isn’t just a by-product of what’s sold at this upscale coffee shop. Starbucks adds the scent of coffee to the HVAC system to further blanket the air with the reminder to buy coffee. Though Starbucks has a selection of baked goods and cafe-type eats, consumers rarely smell them over the enhanced fragrance of coffee.
The list of scent marketing examples wouldn’t be complete without Bloomingdales. This fashion-forward, upscale retail store uses a different scent across the different departments to target the more specific shopping list. Coconut blankets the swimwear section, baby powder the infant area and lilac the lingerie department. Good scent marketing makes a fragrance relevant to the product, evoking specific memories associated with the item in the customer.
Few moviegoers can inhale the smell of popcorn and turn down buying a fresh bucket when headed into the latest blockbuster release. Cineplex knows how mouth-watering the smell of butter and popped corn can be and pumps the smell throughout its cinema locations to encourage consumers to head to the snack stand.
Another food-themed scent strategy comes from Cinnabon. However, rather than pumping the fragrance of cinnamon or sweet vanilla frosting through their air vents, this strategy is more functional. Cinnabon makes sure their stores are designed with the ovens near the front of the location rather than the back of the kitchen. This positioning allows the smell of freshly baked cinnamon rolls to fill the immediate vicinity of the store, enticing consumers to come in for a sweet treat.
Hotels get in on the scent marketing action, as guests want the perception of a clean, cozy place to call home for a night. The Hyatt brand relies on a signature scent called “Seamless” to denote its brand. This blend of warm vanilla, musk, light florals and fresh blueberries is found in 300 hotels across the United States, and each property is regularly inspected to ensure accurate dispersion of the proprietary fragrance. The scent has been recognized as an asset with as much influencing power as the decor, color scheme and advertising efforts of the brand.
Where Can I Find Scents Similar to These Scent Marketing Examples?
To get started on your own scent marketing strategy, go beyond mimicking or recreating the fragrances found in these scent marketing examples. Turn to Whole Home Scenting for a line of unique, toxin-free scents that can be diffused through your HVAC system. Combine premium fragrances and your brand for a powerful marketing approach in today’s market.