Do you ever smell a certain peculiar and family scent and suddenly remember an incident or area from your childhood which you forgot about? Our sense of smell has the power to triggers deep-held memories and emotions. Therefore, it is no wonder that businesses across the world incorporate scent marketing as an
What is Scent Marketing?
Every product or service has certain sensory attributes that can actually be felt and perceived. Our five senses which are sight, taste, sound, touch, and smell creates an emotional response to them. As a marketer, they try to invoke strong and positive emotions from these sensory attributes.
Scent marketing is a strategy and planning to induce positive and associative perception around a brand using the sense of smell. Like in a movie theatre, you tend to have an aroma of fresh popcorn, even when they also sell pizza, burgers, etc. But customer considers movie experience associated with popcorn. Therefore, to create an atmosphere of familiarity and comfort you will always smell fresh popcorn in a movie theatre.
Furthermore, it is interesting to note that a properly done scent marketing can drastically increase intent to purchase in customers. Probably, this is because our sense of smell is most closely related to our memory. As a result, a smell can trigger a happy memory more quickly than any other sense like taste or touch.
A research study: Key points
- Ambient scents should match product or services in-store
- Poorly done scent selection can turn away customers
- Gender plays a
role in scents as ‘feminine’ scent is more suitable in a female accessory store. - Big stores can incorporate different scents depending on the product
- Right context matters a lot like festivals and seasons
How to use essential oils with Scent marketing examples:
Start with ambient scent
You can use essential oils with base notes to create a subconscious perception and long-lasting effect. The soothing aroma of Cedarwood oil can improve quality perception. However, the placement of such aromas is very important so that consumers can feel them as soon as they enter.
Choose scent which matches your product or service
The scent must be in sync with the store offering. Rose aroma is very attractive, however, it is a man’s salon, it can also have an adverse effect on perception. So when you are choosing your brand scent, do go with the one which comes naturally with your product or service.
Finally, tools for employing scent marketing
While there are many high-quality solutions for employing artificial scents and aromas, the cost is also an important factor. Basic electric diffusers with pure essential oils are a
Essential Oils Vs Artificial Fragrances
Pure Essential oils provide better health benefits than artificial fragrances, which contain harmful chemicals. Perfumes and artificial fragrances should not be used for a long time. Whereas, Essential oils are natural extracts of plants and resins with no artificial components.
Case Study: Care Homes
Scent marketing for care homes is gaining popularity due to its several benefits. There have been various studies that highlight benefits of scent and fragrances to improve the overall experience in care homes. Our elders enjoy an environment with a comforting aroma which is more appealing to them. Essential oils, also provide health benefits and create an atmosphere of energy and life. Therefore, care homes are excellent for implementing scent marketing.
So that’s from our side. If you have any thoughts or suggestions, please do comment or write to us. We would love to hear if you have also tried this marketing in your business. You can check our blog on the effect of aroma in the
