First impressions are incredibly important when we
meet someone or enter a place for the very first time. While physical
appearances are powerful, they are not as powerful as a smell we perceive from a
person or a place. They might be beautiful and nice, but if they give off a nasty
smell, no one will be attracted to them. In the case of a house, you can be
sure guests won’t come back at least in a very long time.
As people have become saturated with visual stimuli
for decades, it is increasingly difficult to attract them with common ads
nowadays. Brands struggle as people always have their devices with them, but
they don’t really pay attention to the advertising anymore.
New marketing strategies have become necessary to
break this barrier and reach out to people. Brands are appealing to the other 4
senses in order to bond with their customers and create real, long-lasting
relationships with them. That’s the only way to make sure your clients will be
loyal to your products and your brand.
Sensory Marketing uses textures, smells, and even
flavors to support the identity of brands. All these elements have different
levels of effectiveness, but the most sophisticated and accurate is the sense
of smell, because it impacts emotions directly. This means it can make people
feel something very specific in the moment they perceive certain smell. It has
a direct effect on actions and impulses.
Scent marketing consists of spreading scents in an area
and cause feelings in people and motivate them to stay longer and shop. The
fragrance must be delivered using a professional grade scent diffuser.
Not all fragrances trigger the same emotions. For
this, it is important to choose a fragrance that matches the product or service
you are offering, the customers you are trying to reach, and the place where
your business is located.
For instance, if you own a funeral home, you should
use a relaxing and soothing fragrance such as lavender, and sage to calm down
people when they are going through a hard time. But if you own a bakery,
cinnamon is an ideal choice, because it evokes a warm feeling as well as a
relaxed environment. It will surely make you feel hungry and motivate you to get
some bread.