Vanessa Chavez
Vanessa Chavez
Blog
“The smell is born the love”, or, how was it? The marketing olfactory, or branding olfactory is a strategy of sensory marketing in which you use spices to influence emotions, behavior and purchase decisions of consumers.
The marketing olfactory is a strategy that has been used for more than 30 years in the united States and Europe, while in Mexico it takes around two decades being applied in different sectors, with very good results.
The smell is the sense most emotional thanks to the direct connection between the olfactory bulb and the limbic system, which is the part of the brain that is responsible for memory and emotions. The human brain can remember around ten thousand different odors, and attach images, feelings or people to the aromas.
For this reason, when we perceive certain scents trigger emotional responses intense, that are associated unconsciously with experiences, positive or negative. For example, the smell of bread can remind us of grandma's kitchen, which we associate with love, warmth, and home.
When all this is used in the marketing odour or smells, it becomes a very important tool for brands, with the increasing recognition, the engagement of the customers, an increase in sales and customer loyalty.
Among the benefits of the marketing olfactory, are to be found:
– Memorable experiences that win customers
– Strengthening of the identity of the brand
– Impulse purchase decisions
– Increase in sales
– Improvement of the perception and recognition of the brand
– Increases the loyalty of the customers
– Encourages purchases and experiences of repetition
– Improves mood and performance in the workplace – Counteracts odors
– It encourages other types of marketing and improve results
– Aromas have a component aspirational, that evoke experiences that we associate with happiness, or success.
Marketing Olfactory
It is based on the sense of smell and its relationship with the brain to create experiences, customer loyalty, boost sales and arouse emotions.
It is used to create an atmosphere of aromatic in stores, flavored products, create odotipos or logo aromatic.
The aromas creating an emotional connection deep, that influence the buying behavior and the differentiation of the brand.
The human brain recognizes more than 10 thousand different odors and remember with accuracy of 65% after one year.
Visual Marketing
It is based on the visual design: colors, typography and imágenespara attract attention, boost sales and give indications direct to consumers.
It is used in packaging, lighting, stands, store design, among others.
It attracts attention immediately, it conveys information in a clear, impact on the aesthetics and appeal of the brand.
The human brain remembers only 50% of the visual stimuli at the end of three months.
Marketing Auditory
Focuses on the use of sound, music and auditory effects to reach the memory of the consumer.
It is used in jingles, sounds, products, music in shopping malls.
Positive impact on the mood and perception of the environment. Reinforces the brand message, transmits direct messages that are repeated through melodies.
Specially made to be memorable and with long-term recall in the memory of the client.
The benefits of the marketing olfactory, or branding olfactory may be used in different business and commercial sectors. We know which are the most common:
Aromatization for trade and retail
– Clothing stores
– Shopping centers
– Supermarkets
– Department stores
– Points of sale
Professional services
– Dental offices, medical, gynecological, etc
– Hotels, spa, spas, saunas, etc
– Beauty salons
Places
– Offices
– Boardroom and conference rooms
– Museums
– Art galleries
– Gyms
– Rooms yoga
– Libraries
– Libraries
– Halls
Hotel group HYATT Mexico
The hotel Group, AMR Resorts with hotel brands such as Hyatt Vivid, Hyatt Ziva, Hyatt Zilara, among others.
Their objective: to create sensory experiences for its guests.
Benefits: brand awareness, improved experience and loyalty of customers.
It added a line of totems aromatic with the scent of the hotel so that the customers could buy and aromatize your home.
Les Roches
Les Roches is the international school of hospitality management with greater global recognition.
Your aim: to provide an aromatic experience through the odotipo for students to be productive, to be happy and have positive memories of their school years.
Benefits: remembrance positive of the school, aromatization of environments.
It is considered to give a sensory box to the graduates with the aroma of the school for them to remember it positively.
In Mexico, the magic of the aromas found in the explosion of aromas mixing of the ingredients used in the mexican kitchens, in religious ceremonies, in the feasts, festivities, and in our everyday life, where the smells remind us of our roots and make us feel part of a community.
Mexico has a great cultural and economic diversity. The retail sector and tourism are the most important in the country, and consumers of both are looking for personalized experiences, that have not lived before. In this context, the marketing olfactory is very effective, since they both mexicans and tourists they deeply value the sensory experiences.
The sense of smell is one of the senses more powerful than we have people. Unlike the others, it generates a link to the limbic system, so that the aromas evoke memories and feelings at the moment. If the fragrances are correct, the behaviors of the people are going to be positive.
There are popular destinations for domestic and foreign tourists, such as Cancun, Los Cabos, Riviera Maya, among others. There are no luxury hotels and restaurants that use aromas that complement the experience of luxury and sophistication.
The fragrances are key players in the lobbies and the guest rooms, creating unique environments, while in the restaurants are used scents that highlight the gastronomic experience.
Some scents are iconic in mexican restaurants, for example:
Traditional restaurants. In the restaurants of typical food, local ingredients are used aromas of herbs, citrus, smoky, fruity and spicy, which intensify and penetrate the environments, making visitors feel like home and your mind trip to the markets and mexican traditions
Gourmet restaurants. The restaurants of avant-garde cuisine, usually have signature scents, the scents, herbs, woods, such as oak and cedar, which enhance the flavours, creating a unique atmosphere and making the experience up to another level.
Theme restaurants. In these restaurants is for diners to have immersive experiences, with fragrances such as sea water, fresh herbs, lemon, cinnamon, anise and incense, which highlights the flavors and create experiences.
The results of our clients are a sample of the success that the marketing of aromas can bring to your company:
HYATT
The objective is to implement the marketing of aromas was maximising the experience of luxury and sophistication of the customers. To achieve this, we implemented aromas custom in different areas, from the lobby to the rooms.
The results have been greater brand awareness, creating unique experiences, greater customer loyalty and positive experiences for guests.
Since HYATT began working with The Aroma Trace, the customers have given positive feedback about the tranquility and freshness in the environment.
Success stories from our clients demonstrate that the marketing olfactory companies is a powerful tool to create memorable experiences and to strengthen the connection with the customers. By harnessing the power of the aromas, our customers can differentiate yourself from the competition and build brands more solid and durable.
In The Aroma Trace we have a wide experience in implementing marketing strategies olfactory, so we provide customized solutions for customers of different areas and in different environments.
If you are looking for the best way to provide positive experiences to your customers, to make them stand out from your competitors and win your preference, look no further and implements the marketing olfactory in your company or business.
In The Aroma Trace we have the professionals that your business needs, contact us today, and discover all the benefits of the marketing olfactory for your company.
