In marketing, there are a lot of tips and tricks that a company can use to increase foot traffic and cultivate brand loyalty. Often thought of as a fad, scent marketing is one of these strategies. If you want to alter consumer behavior, a scent marketing strategy is one of the most effective tactics that you will find.
Science has always been fascinated with the way that smell affects the human mind. Scent has a way of transporting people into their memories, evoking emotion, and altering choice and behavior. Why not use this to your advantage for your business? Scent marketing can help you gain brand recognition, create a connection between pleasant smells and your company, and invite clients into your business.
What Is Scent Marketing?
Marketing uses different tactics and strategies to promote your brand, product or service to clients. In the world of marketing, there are a variety of strategies. One of the lesser-known but most effective strategies is scent marketing.
Various types of scent marketing strategies use fragrance to convey your brand’s value. By using fragrance in marketing, you are subliminally communicating with your potential clients. You want them to associate your business with pleasant smells.
Ambient smells are light but pleasant. If your office is in a large plaza or a shop in a mall, you may want to use a subtle scent to distinguish between your office and the rest of the building. Ambient smells often cover up unpleasant odors.
Thematic smells can be a little on the subtle side. These are fragrances that match your business. For example, warm vanilla fragrances in a real estate office might match a feeling of home.
If you have multiple branches, you might choose the aroma billboard. Aroma billboard uses an obvious and very bold scent. You use this scent in each branch so that clients and customers can recognize it upon entrance.
A signature scent is found in most designer stores. Usually, this is a perfume that the designer makes. Signature scents are found nowhere else, so there is an instant connection between the fragrance and the designer’s store.
When you think of your favorite brands, do you have any particular smells you associate with them? Most famous companies use some form of scent marketing.
Why Is Scent Marketing Effective?
When you start thinking about your marketing strategy, you should think about incorporating all of the senses or, at the very least, the strongest senses. When you don’t invest in scent marketing, you discount one of the strongest senses that people have. Worse, if you have a negative odor in your shop or office, your business’s public perception may be negative.
The human brain can distinguish between 10,000 different smells. Your other senses have to be processed centrally before they travel to the brain. Scent, on the other hand, travels immediately to your brain. A smell is also linked to your memory in a stronger way than any other sense. For example, you are more likely to trigger memories by smelling freshly brewed coffee than you are through touching a warm coffee mug.
Positive scents may cause a person to linger in a space subconsciously. If you want to increase foot traffic into your business, smell is one of the best draws.
How Can You Reap the Benefits of a Scent Marketing Strategy?
Once you understand what scent marketing is, start formulating a strategy to make your brand unforgettable. Clients begin to connect a particular scent to your business and then think of your company whenever they contact that smell again. When your company is an easy-to-reach memory, customers are more likely to revisit when they need your products or services.
As with all forms of marketing, you have to figure out what works best for your company. Every business requires a unique strategy. What fragrances do you want to be associated with your business? Remember that the fragrance should always fit the company. For example, while freshly baked cinnamon rolls might smell good to everyone, if it has nothing to do with your retail store, you may not want to use it.
Here are eight guidelines to help you create a scent marketing strategy.
1. Learn About Fragrance
To use scent marketing effectively, you have to understand how fragrance works. You have to understand how scent can affect a person’s mood, productivity and emotion. Your sense of smell is connected to associative learning and emotional processing. In general, most people’s associations with a scent occur during childhood.
In childhood, everything is a novelty, even scent. For example, if your grandmother always baked chocolate chip cookies, you may associate chocolate chip cookies with your grandmother’s house. Many people have similar experiences with smell and in adulthood, you do not lose the ability to create new associations with scent.
Learn how different fragrances work. For instance, peppermint is an energizing scent. It stimulates the area of the brain that wakes you up in the morning. Lemon, on the other hand, is calming or clarifying. Jasmine may cause you to feel more confident and optimistic.
2. Play on Mood
What mood do you want your clients or customers to be in when they enter your business? If you own a retail shop, then you would want your clients to be productive and in the mood to linger and shop. However, if you own a dentist’s office, you want your clients to be calm and relaxed rather than full of pent-up anxiety.
The fragrance that you use will depend heavily on the mood that you want your guests in. For example, if you want your dental patients to be calm and at ease, you may want to use lavender scents and other calming odors. Mood often helps determine behavior.
3. Evoke Emotion
Bad smells are upsetting. Most people will have a negative reaction when met with a fragrance that they dislike or is universally unpleasant. Sometimes, an odor may become unpleasant when it is too intense. You do not want to evoke anger, disgust or repel your clients in any way.
Scent does change how a person feels, and it can change how they process information given to them. For example, if you have a pleasant scent spread throughout your business, the client is more likely to overlook your business’s negative aspects. The building becomes more attractive and so do your products. You can completely alter a customer’s experience based on smell alone.
A person entering a clothing shop may find the experience uninteresting and lackluster. However, when you diffuse a pleasant smell into the air, customers may feel more like they are at a luxury boutique. They may become more appreciative of your fabrics, of your prices and your customer service. The fragrances that you choose will evoke a specific emotional response.
4. Lure Customers
Every business owner knows a variety of marketing strategies to attempt to draw clients in. Many companies focus on visuals rather than smells. When it comes to scent marketing, you need to be careful about your scent’s strength. There is a delicate line that you have to learn to walk.
If you have no scent, then you are not really using scent marketing at all. However, if you have too strong of a fragrance, you could turn customers away. Ambient scents need to create an emotional appeal that brings clients through your front door.
Subtle scents are more effective. For example, if you own a hotel, you may want to use a tea-derived scent to relax but not overwhelm guests. Care facilities or real estate agencies may want to use warm scents to make their businesses feel at home.
Keep in mind that every demographic has different associations with smell. When choosing a fragrance to lure in customers, think about your demographic. Certain smells may have different impacts on people from different cultures, age brackets, and gender.
5. Disburse Your Scent
There are a variety of products to help disburse fragrance throughout your business. Some products include plug-in diffusers and candles. For many businesses, candles and plug-in diffusers are not enough. If you want the fragrance to spread throughout a large area, a scent diffuser is a better option.
Nebulizing diffusers turn fragrance liquids into dry mists. Then, through an HVAC system, the fragrance spreads throughout the building. You can also use a standalone diffuser for the immediate area. Fragrance diffusers use advanced nano-mist technology. It is a dry mist, so you will not have to worry about residue all over your business or throughout your HVAC.
You can also choose the time of day that your diffuser works. Your diffuser does not have to run on closed days or throughout the night. Set the diffuser to deliver fragrance at any time of day instantly.
6. Vary Your Intensity
If you have multiple stores or multiple rooms to add scent to, you need to consider each space individually. Even if the space has the same square footage, it may not need the same intensity. You have to take into account the architecture, the humidity, and the temperature.
Too light of a smell may have no impact on your customers, whereas too heavy of a fragrance results in negative effects. Your clients may not want to linger in your store and instead may avoid that particular location. If one location is off, clients may assume all locations smell the same. Consistency across stores or your brand is the key to scent marketing.
7. Use Smell in Internet Marketing
If your business is predominately online, how can you use scent marketing to your advantage? Before you assume that you can’t use it, you may be surprised to learn how possible to use scent marketing on your webpage.
Studies show that if someone imagines a smell, it can have the same effect as smelling something. For example, when selling food, perfumes or detergents, describing the scents can make all of the difference. It can trigger a person’s olfactory response. However, when selling technology, clothes or automobile parts, describing the smell of the product may not be as effective. Instead, you may describe the atmosphere when using said product. For example, if you are selling swimsuits, the smell of ocean air might trigger a response.
8. Be Subtle With Your Strategy
When you use scent marketing, people may notice the fragrance. Whether a person consciously recognizes the scent or not may not have an impact on him or her. However, what does matter is if the person realizes that you are trying to utilize scent to affect his or her behavior.
Most people have a strong defense mechanism when they think that someone is trying to influence them. It does not matter what you are trying to persuade them to do; if they think you are using scent to persuade them, they may leave your business immediately. They become less vulnerable to marketing when they are aware of it.
What Is Your Scent Marketing Strategy?
After one year, a person’s brain can remember imagery with about 50% accuracy, whereas a person can recall smells at a 65% accuracy. Smell is, by far, one of the strongest senses that humans have to their advantage. To shrug it off in your marketing plan is nothing short of a mistake.
Your strategy should represent your company, bring customers into your shop, and evoke a certain emotion. With consistency, your brand’s smell may eventually evoke nostalgia or lead clients to invest in your business over and over again. The fragrance that you choose should make sense for the product or service you sell and be a scent that you want to associate with your brand.
At Whole Home Scenting, we provide you with premium fragrances and reliable fragrance systems to distribute your brand’s scent throughout your shop or office. Not only can you choose from a variety of scents, but you can choose a diffuser that allows you to control the intensity of the fragrance. Allow us to help you create a scent marketing strategy, today.