Scent-sational: The Future of Scent Marketing & the New Wave of Engaging Customers
24 Jul 2023
Imagine walking into a store and being instantly transported to a tropical paradise with the scent of coconut and pineapple filling the air. Or entering a hotel lobby that exudes an aura of luxury thanks to its signature fragrance that lingers long after you’ve left.
Welcome to the world of scent marketing – fragrances have become powerful tools for businesses to captivate customers, trigger emotions, and ultimately revolutionize entire industries.
Today, we will dive deep into the fascinating realm of scent marketing and explore how it reshapes our perceptions, memories, and experiences in ways we never thought possible.
Brace yourself for a whiff of innovation because the future smells incredible!
What is Scent Marketing, and Why is it Important?
Scent marketing uses high-grade fragrance oils to create a pleasant and distinctive aroma in a specific space.
It can influence customers’ and employees’ moods, emotions, behavior, and memory. Thus, creating a strong association between your brand and a specific scent.
According to research, scent is the most powerful of the 5 senses and can affect up to 75% of our emotions.
And while people’s visual memory decreases by 50% after 3 months, they can accurately remember scents by 65% after a year.
Moreover, scent can boost sales by up to 11% and customer satisfaction by up to 20%.
How to Choose the Right Scent for Your Brand?
Choosing the right scent for your brand is not as simple as picking your favorite perfume or candle. You need to consider several factors, such as:
Your target audience
Who are your customers, and what are their preferences, needs, and expectations?
For example, if you’re targeting young and trendy customers, use a fresh and fruity scent. But if you’re targeting mature and sophisticated customers, consider using a warm and woody scent.
Your brand personality.
What are the values, attributes, and emotions that you want to convey with your brand?
For example, if you want to portray your brand as luxurious and elegant, use a floral and oriental scent. Or, if you want to portray your brand as energetic and adventurous, use a citrus and spicy scent.
Your industry and product
What are the characteristics and benefits of your industry and product?
For example, if you’re in hospitality, you should use a hotel scent that creates a welcoming and relaxing atmosphere for your guests. Alternatively, for the health and wellness industry, use a spa scent that creates a soothing and refreshing atmosphere for your clients.
How to Use Scent Marketing Effectively
Scent marketing is not a one-size-fits-all solution. You must tailor your scent strategy to your specific brand, industry, product, and audience.
Sent marketing dos:
- Understand your target market, your competitors, and your industry trends.
- Know the psychology and science behind different scents and how they affect human behavior and perception.
- Create a subtle and pleasant scent that enhances the brand experience and creates a positive association in your customers’ minds.
- Experiment with different scents or scent combinations to create a unique and memorable impression on your customers.
Sent marketing don’ts:
- Be careful with your scent selection. While green apples, vanilla, and cinnamon might sound like lovely apple pies, they can curb people’s appetites, making them unsuited for the food industry.
- Don’t overwhelm or annoy your customers with a too-strong scent.
- Avoid using too common or generic scents that might confuse or distract your customers from your brand identity.
- Don’t limit yourself to the traditional scents commonly used in your industry or product category.
What Does the Future of Scent Marketing Smell Like?
Scent marketing is not a new concept. Various cultures and civilizations have used it for centuries to influence people’s moods, emotions, memories, and behaviors.
However, with the advancement of technology and the rise of digital media, scent marketing is becoming more accessible and effective than ever before.
Here are some predictions on what the future of scent marketing might bring:
Scent marketing will become more personalized and customized.
Customers will be able to choose or create their own scents based on their preferences, moods, occasions, or goals.
They will also be able to adjust the scents’ intensity, duration, or frequency according to their needs or preferences.
Scent marketing will become more interactive and immersive.
Customers will be able to interact with scents through various devices and platforms.
They will also be able to experience scents in virtual or augmented reality environments that can simulate different scenarios or locations.
Scent marketing will become more integrated and holistic.
Customers will be able to experience scents in conjunction with other sensory stimuli, such as sound, light, temperature, or texture.
Last Whiff
Scent marketing is not a fad or a gimmick. It is a proven and effective way to connect with your customers emotionally and create a lasting impression.
If you want to find out how to make your brand smell more appealing, contact Smell Better Hawaii.
We are experts in commercial scenting solutions that can help you create a unique and unforgettable aroma for your brand.