Targeting scent is an often overlooked yet incredibly powerful tool in your marketing toolbox. Smells are incredibly impactful, possessing the ability to conjure up a flood of memories, thoughts, images, feelings and associations in moments. With that kind of impact, you\u2019re doing your brand and business a disservice by not utilizing scents in your marketing.<\/p>\n\n\n\n
Not only does scent help your brand stand out among others, but it helps to craft a unique experience that your customers will come to associate with only your store. Have we triggered your senses yet? Let\u2019s dive in and see how it works.<\/p>\n\n\n\n
The general idea behind olfactory marketing is in identifying good smells associated with your brand and then incorporating them in your store or products to influence customer behavior. Done correctly, olfactory marketing gives your customers a positive and powerful scent experience associated with visiting your store that they won\u2019t even consciously recognize.<\/p>\n\n\n\n
If you\u2019ve ever flown British Airways, for example, you\u2019re being influenced by olfactory marketing. The airline went to great lengths to develop a unique scent that they put in their terminal diffusers and their bathroom soaps that create a pleasant, relaxing scent paired with a scent reminiscent of the excitement and adventure of travel.<\/p>\n\n\n\n
Seems like a marketing superpower, right? It truly is. But why is the sense of smell so much more impactful than the other boring senses?<\/p>\n\n\n\n
When you detect a particular odor, this odor gets pushed straight to an organ in your brain called the olfactory bulb. This organ sits right next to the amygdala and hippocampus, which are the parts of your brain responsible for creating and processing emotions and memories associated with those emotions. In other words, smells go straight to the source in terms of how someone thinks and feels about something and how they remember.<\/p>\n\n\n\n
Olfactory marketing is incredibly powerful; it gets right into the emotions of your customers and helps give them positive feelings associated with your brand. By utilizing and developing a specific scent for your brand, you provide the same powerful connection to your clients , creating a positive and effective experience that they\u2019ll remember and remember again every time they visit.<\/p>\n\n\n\n