The sense of smell turns on first in the child, ahead of sight and taste. And most importantly for marketers, scents influence decision-making.
sense of smell
How do brands use fragrances to encourage spontaneous purchases? Learn more about how scent marketing works and why it is an important tool that helps manage the audience from this article.
In the 1970s, psychiatrist Donald Laird, with a team of neuroscientists, was researching his patients, trying to evoke memories through different sensory channels of communication and analysing the meaning of olfactory experience in human life. As a result, he concluded that smells evoke memories in about 92% of women and 80% of men, while 76% of women and 47% of men consider these memories to be the most vivid and intense.
Scent marketing is a trending direction of sensory marketing, which is based on managing people's emotions and memory thanks to smells. Speaking of fragrances, you can order your favourite perfumes in the MAKEUP online store. This page https://makeup.uk/categorys/324237/ leads directly to the category of perfumes, where you can further use filters to search by various parameters.
What do brands use scent marketing for?
There are several critical reasons:
- Increasing brand awareness and building a long-term image. As we have already mentioned, the smell is fixed in the memory for a long time, so the client, once smelling the brand's fragrance, will unconsciously remember the brand the next time he hears this smell.
- Stimulating sales and attracting new customers. Everyone knows how the smell of food and freshly brewed coffee stimulates the appetite, which means it stimulates sales in a cafe nearby.
- Increased loyalty and duration of interaction with the brand.
- Additional source of income. Applicable to the promotion of the flavoured line of the brand.
In large stores, smells are actively used to attract customers to certain store areas or to increase overall sales. For example, the smell of fresh pastries can increase sales by 20%, and the aroma of pine needles and tangerines in the pre-New Year period increases sales by 35%.
A few years ago, Starbucks, in agreement with the US government, placed fresh coffee flavours in some states at public transportation stops near the brand's coffee shops. As a result, the company received a plus of 340% of coffee sales during the advertising campaign in these establishments and quite good results even after the end of the campaign. This is a successful example of the use of flavours.
How to invent an effective fragrance?
As in any other study, a focus group is selected with the main audience targeted by the brand. Various flavours are tested in this group. As a result of the research, the brand receives top fragrances that are as comparable as possible in terms of the required colour palette of the brand, texture, sounds and tastes, the relevance of the concept, name, advertising campaign. The chosen fragrance is proven to evoke the emotions and physiological reactions needed by the brand in most respondents.
There is also special equipment to monitor our conscious and unconscious reactions to aromas and the comparability of certain manifestations of other senses. Such opportunities exist in the modern world, along with consistent questionnaires, surveys and classic focus group
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