Humankind loves a great story. Storytelling has many applications in everyday life, from the entertainment industry to marketing. It is easier to sell a product or service when it has a story associated with it.
The reason why we like a story associated with our things is that it is easier to care about them and to create an emotional bond that persists in our brain.
When something persists in our brain, it is a memory. Memory is an important part of who we are. Memory is about learning information and retaining it so that we can use it later.
We learn information through our senses. Smell, touch, taste, hearing, and sight. Through diverse stimuli, we create a picture of the world around us in our brains. Four senses have an indirect connection to the brain, but the fifth goes directly into it, the sense of smell.
The sense of smell is closely linked with memory because it is rooted in the limbic system. This is why specific smells can bring memories, sometimes spontaneously. For example, I walk by a bakery and they're making apple pie, and suddenly a picture of my grandmother pops into my head because she used to bake the same dessert. That is how smell works with our memory.
In time we've learned to manipulate this relationship between memory and the sense of smell to the advantage of our brands. Olfactory marketing uses a smell, bonds it with a brand or service or product, and it implants them in the brain of their customers.
This is called scent marketing. The point of scent marketing is to create an experience at storefronts that customers will remember. They want to connect with their customers on a deeper level than they would be able to with visual stimulation.
One study found that when major retailers used scent marketing in their stores intent to purchase increased by 80 percent. Additionally, dispersing a nice smell in the room not only makes customers buy more, but it also encourages them to stay longer at the store.
Customers will associate a smell with a brand image and recall it when they smell it later. Scents can help create an experience associated with a brand and subtly influence a customer’s view of a brand.
Scent marketing is also used to convey quality, certain smells give a sense of opulence that high-end stores use to attract a specific audience.
Every brand has a story, and if it allows itself to be vulnerable and to connect with their customers, it will reflect on their sales. Scent marketing is an ideal tool to illustrate this story and provide a true customer experience and brand loyalty.
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