Vanessa Chavez
Vanessa Chavez
Blog
More than 30 years of its discovery, marketing, olfactory, or branding olfactory it has become an advertising technique used by brands from all over the world to deliver sensory experiences full to their customers.
The sense of smell is very complex. When we breathe, the thousands of molecules that float in the air enter the nose and stimulate the receptors that, in turn, send messages to the brain to produce a reaction interpreted as a smell.
The olfactory nerve is closely related to the limbic system: the part of the brain that controls emotions and memories. Therefore, when we perceive an odor, our emotions change, and we can feel happiness, it makes clear the mind, relax and perceive the environment differently.
Did you know that 75% of the emotions that we have each day are generated by the smell? Thanks to the relationship of smell with emotions, it is more likely to remember something that we see and associate it with something positive, to remember something that we see, hear or touch.
The marketing olfactory companies use fragrance special contact points specific to provide sensory experiences to consumers in order to promote products, to attract customers, drive purchases, influence the behavior of consumers and increase sales.
If you still don't believe in the benefits of the marketing olfactory, remember that how many times have you gone to a cafe to the delicious aroma of coffee. Or maybe your favorite bookstore attracts you by your smell woody. Or have you ever noticed that the smell of the clinic of your dentist or spa favorite is a place where you relax automatically from the moment you enter.
There are many benefits to implementing a strategy of branding olfactory:
While it is a relatively new technique, the marketing olfactory has existed since the beginnings of humanity. Odors have been used throughout history, so it is a technique with proven benefits to using the only sense that cannot be turned off: the smell.
One of the reasons why the marketing scents or scents is a successful strategy because consumers have learned to ignore stimuli (visual or auditory, but the nose captures the aromas of permanent and is impossible to ignore the aromas.
The marketing olfactory generated sensory experiences positive, pleasant, which consumers perceive at an unconscious level and relate the fragrances with luxury, sophistication, relaxation, and with the values that the brand wishes to convey.
In addition, the use of aromas makes the consumers to associate places with experiences, feelings and pleasant memories. This not only attracts the customers, but increases its residence time in shops, cafés, or specific areas of departmental stores.
Scents can improve the state of mind thanks to the physiological reaction in the body. For example, the citrus aromas stimulate the production of serotonin-the hormone of happiness, and reduce the levels of norepinephrine: the stress hormone.
The use of aromas not only induces happiness to the consumers, but also on the employees, thus increasing their productivity, improves customer service and promotes good humor in the facilities.
Brands can generate a odotipo: a logo olfactory unique, that consumers associate with their products and services, such as differentiation or value added, which you can build customer loyalty.
American consumers are in constant search of new experiences-oriented purchases. The marketing olfactory is a technique focused on the customer, providing memorable experiences, personal and fall in love through the sense most powerful of the human: the smell.
The marketing scents it is applied in various sectors. For example, the aroma of freshly baked cookies is a classic of the estate, while the smell of flowers is common in service-oriented women: salons, spas, clothing stores.
The hotels use aromas in different areas to create a feeling of luxurious, relaxing to the guests, improve your rest, and motivate them to return. For its part, the restaurants and cafés use aromas to awaken the appetite and attract the consumers.
In department stores, the scents are used in different areas to attract potential customers. For example, in sections on clothing and baby products are used by the smell of talcum powder, while in the clothes for men are used scents like aquamarine.
In doctors ' offices, dental and gynecological use scents such as lavender to relax the patients. For its part, in the offices of lawyers or accountants are used aromas woody to induce a feeling of wisdom and experience.
Almost any kind of company or business can take advantage of the marketing olfactory to create sensory experiences moving through flavouring for companies.
What new cars really have a “brand new”? The dealerships and manufacturers use artificial flavorings used artificial aromas and long-lasting so that buyers can take advantage of the “brand new” of your vehicle.
The brand Rolls Royce owes much of its success to that introduced a fragrance in the model Silver Cloud 1965, and is still spraying under the seats to recreate the aroma and give a sense of luxury to the drivers.
Another example is the brand Burger King, which spreads the aroma of burgers at your points of sale to induce appetite and attract customers.
Perhaps one of the best examples of marketing scents whether the mark is Starbucks, which aromatizes its cafes with the aroma of freshly brewed coffee to the people passing outside what they perceive and feel the urge to go for a coffee and to live the experience of the brand.
If you want to begin to implement the marketing strategies olfactory/branding olfactory, you need to work with The Aroma Trace, where we have specialists in sensorial architecture to offer much more than a good smell: an aromatic experience comprehensive, personalized, and respond to the objectives of your company.
In The Aroma Trace we are a leading brand in the aromatization of spaces. Since the year 2006, we are dedicated to create sensory experiences for consumers. We create fragrances personalized reflect the essence of your brand and captivate your customers.
Do you want your business to be unforgettable? The fragrances custom of The Aroma Trace create environments that invite you to stay, stimulate the senses and generate positive emotions, as well as strengthening the connection of your customers with your brand.
¡Contact us today, we are experts in marketing olfactory, discover how the power of scent can transform your space!
The relationship between the aromas and the marketing has been investigated for at least two decades, although its benefits have been used from times ancient. If we do not believe, check out these facts:
– Adult distinguish more than 10,000 different scents.
– The limbic system that processes smells is very close to the areas associated with memory and emotions. Therefore, the scents can remind us of people or moments lived many years ago.
– The sense of smell is more developed in women than in men. In addition, men and women perceive different scents, so to them they like the fragrance sweet
– The aromas influence the perception of flavors.
– The egyptians were pioneers in the use of aromas as they used aromatic oils in rituals, because they believed they had magical powers, and connected with another world.
– In ancient Greece were used scented oils in places like the bathrooms because they believed that it had therapeutic properties.
– A study done in the Hotel and Casino Las Vegas Hilton showed an increase of 54% in revenue from games of chance to aromatize an area of slot machines.
– The scent of vanilla is the most recognized in the world. Used in powders, coffee shops, clothing stores and hundreds of personal care products.
