What Is Scent Marketing?

Olfactory marketing refers to fragrance marketing. Of all human senses, the sense of smell is the most sensitive, and it is also the most closely related to memory and emotion. Science has proven that each person's nose can memorize 10,000 flavors, and the accuracy of olfactory memory is twice that of vision. Every day, we live in taste, and experience the great influence that taste has on emotions, memories, moods, and behaviors.

Olfactory marketing

Scent marketing may be as old as word-of-mouth marketing, and even more historic. Since ancient times, the sellers of outdoor markets have used burning incense to attract people passing by to their stalls.

In 2002, Coca-Cola launched Lemon Cola in Shanghai. Coca-Cola packed a spice into a machine with an automatic sensor function and placed it in a bus stop. When people pass by, the taste sensor will automatically emit fragrance, which is reported in various newspapers. McDonald's later also adopted this advertising form in Beijing. During breakfast, whenever someone approached the billboard at the bus shelter, the billboard would automatically play McDonald's breakfast sound advertisements and emit fragrance.

Japan Telecom and Telephone Corporation (NTT) developed a device that can generate fragrance in synchronism with digital TV program content, and was well received at the "Digital Technology 2005" Expo held in March 2005. During the 3-minute cooking show live, the aroma generator adjusted the appearance time and time of 7 kinds of odors such as beef, tomatoes, oysters, black pepper, garlic, roasted garlic, and oyster spicy soy sauce according to the image of beef, leek fried oysters, and tomatoes strength. The smell of various food ingredients and seasonings is initially issued, and a mixed smell is emitted with the cooking process of the dishes, and the intensity of each smell is divided into 10 levels.

On December 5, 2006, the California Milk Processing Board released a "Drinking Milk?" Promotional advertisement in a specific bus shelter in San Francisco, which can give passersby the tempting aroma of freshly baked chocolate cookies. The special scented oil is smeared in the interlayer of the shelter, and the scent emitted is close to 100% real.

In today's increasingly diversified world, companies of different brands of the same series of products imitate each other in design, physical and chemical properties, use value, packaging and services, and marketing methods, as well as the technical content and use value of products Phenomenon of convergence.

Similarly, an enterprise should have its own unique personality, which is not only an important part of the corporate brand development strategy, but also a core requirement for the continuous shaping and development of the corporate culture. While some companies are promoting olfactory marketing, they take aroma as an important sign that distinguishes their company from other companies in the same industry. Furthermore, the difference in taste was introduced into the company's image recognition system, forming an important part of the company's CI system-the olfactory recognition system.

Increasingly fierce market competition requires products with exclusive and unique personalities. Enterprises need to realize unified branding by transmitting unified information to consumers' vision, hearing, touch, smell and taste. Judging from the existing theoretical research, the research of olfactory marketing requires the theoretical support of mind and biology, which can most stimulate the subconscious mind, thereby generating various emotional states such as memory, comfort, happiness, and so on. Therefore, the identification of olfactory image is the most worth Highly respected.

Side-sourced olfactory stimulation. The smell is not necessarily limited to the product itself. A well-planned physical environment of the smell will have a positive effect on the brand image of the company.

The results of research by American research institutions show that people recall that the accuracy of odors 1 year ago was 65%, but when recalling photos taken 3 months ago, the accuracy was only 50%. Conceivably, the fun of human smell memory

Research from the University of Oxford shows that people

Hotel Scope Many five-star hotels of foreign hotel management groups enhance their customers' in-store experience by emitting a unique scent in the lobby. And integrate this unique fragrance into the brand, establish another recognition in addition to visual recognition ----- olfactory recognition, in order to subtly create a memory, improve customer comfort and happiness No matter where the customer goes, anyone who smells this scent will think of the pleasant experience he once stayed in your hotel or.

And different hotels choose their scent according to their market positioning. For example, business hotels will choose some taste of elegant plants because their customer base is mostly young, natural, advocating simplicity, like freedom, and some resort hotels will choose The sweet and warm flavor of various fruits makes customers feel at home. The spa hotel will choose a variety of relaxing petals. Conventional hotels have many large-scale conferences, so there are a lot of people attending each time. In a limited space, they often choose to refresh and remove some odors. Therefore, various hotels should be based on their own hotel positioning, or Choose the right hotel fragrance for your customer base.

Car manufacturers and 4s shops

At the German Farrford International Auto Show, each car manufacturer has hardware in the showroom. Audio-visual has reached the effect of attracting the most customers. BMW has placed side-by-side diffuser equipment and selected BMW-designed fragrances in its showroom. After smelling the fragrance, BMW chose the strategy of nose faster than footsteps. Many customers first smelled the fragrance and then found the BMW showroom. At one time, BMW s showroom was throbbing. A good interpretation of the BMW brand, and has been emulated by major US and Japanese car manufacturers and 4S shops.

Business center and luxury store

The world-famous luxury LV uses the exclusive LV scent prepared by international perfumers in its flagship store. The results show that adding a corporate scent in the shopping environment can not only remind customers or help customers remember your brand At the same time, it helps to increase the chance of closing. Customers shop in this environment. Due to the unique smell, they will spend more time staying in the shopping mall, which will inevitably buy more shopping malls.

It can be seen that olfactory marketing has also helped the brand image of the merchant. "If consumers often go to a shop that emits fragrance, then one or two times, he will get used to the aroma of the shop. Therefore, the aroma can not only shape the brand image, but also evoke the brand image. The potential consumer desire to make him feel a sense of intimacy. Over time, he will feel a bit out of place when shopping in other similar stores. "

In addition, Lufthansa, the top international airline, intends to emit a mixture of honey, vanilla, hot bread and breast milk in each seat of the passenger plane, so that passengers forget the discomfort and fatigue of the flight, as if returning home. Airlines Singapore Airlines and Air France also use olfactory marketing to increase customer loyalty to their brands.

If you travel frequently on a business trip to many countries, you will find that foreign olfactory marketing has covered areas, including hotels, car showrooms, CBD business centers, wineries, movie theaters, banks, cafes, restaurants, office buildings, and many other areas. Now when China has entered In the era of rapid development, China has become a world market from a factory in the world, and China will be a big consumer in the future. Regardless of whether your company's brand is in the process of being established or mature, through the analysis and analysis of the consumer's sense of smell, sight, hearing, taste, and touch, the five senses will truly and comprehensively understand consumers' thoughts, feelings, Purchasing motivations, needs, and aspirations will completely subvert the company's understanding of consumer thinking and behavior, and change the future of the company.

Business work

As personal image is more and more valued by business and business etiquette, in many important business interactions, the aroma of participants themselves is becoming more and more important. It can achieve effective communication and promotion of business cooperation. In international negotiation etiquette, The aroma of negotiators is not exclusive to women, nor is it to men. The man with a faint aroma on his body gives the first impression that it is clean and of high quality, which makes others unable to multiply their favor and shape the corporate and personal image.

In the international brand master Martin Linzhuang pointed out: "75% of human emotions are generated by smell. People remember 50% of photos after three months, but the accuracy of recalling odor is 65%." Let's see how scent quietly changes our emotions and decision-making behaviors in the air, affecting the entire business work.

Business people can spray fresh and elegant perfumes, wear scented jewelry, and apply scented fragrance products to increase the olfactory marketing of their personal image. In business etiquette in Europe and the United States, it is clearly required to maintain a comfortable and fresh aroma, which has become one of the methods for successful business negotiations.