Scent-Marketing: Get Creative with Your Branding
Aromatherapy can trigger pleasant emotional and physiological responses--that much we all know. Most of us have experienced this aroma-therapeutic phenomenon for ourselves when getting ready for bed with lavender-scented body products or coming home to the smell of warm, baking bread. Science supports the theory that smells can activate our deepest memories and emotions, but did you know that there has been a field in market research and development for decades that designs and infuses businesses with custom scents to help build brand recognition? Logos are important, but the visual representation of a brand is far less effective than a scent logo at enticing customers to stay longer, spend more money, and come back more frequently. Knowing the ins and outs of this concept could be your best bet to thriving as a business in today's fast-paced and largely digital age.
The first consideration when deciding on your company's olfactory logo, or scent brand, is that it should match your product, tone, and mission. For example, if you mean for your customers to think of your brand and product as edgy and innovative, you might choose markedly different scents from a company who wants to be known as uplifting and fun. Second, identify your target demographic, and examine the situation with that group in mind. Are they young professionals or retired seniors? Are they high price-point or bargain shoppers? Male or female? Thinking about as many contributing factors as possible before you start to design your company's olfactory logo will help ensure its effectiveness. And, all the cognitive effort is worth it. In addition to the perks briefly mentioned above, studies have shown that, in the presence of a custom scent, people are more likely to regard an object as having a higher perceived value than they do without the presence of olfactory stimulation.
As for the process driving revenue by designing and infusing your business with a custom scent, you have options. You could hire a specialized scent-marketing company to take care of everything from creating the scent profile to facilitating the installation of HVAC systems to disseminate the aroma. Another option in the same vein is for that company to help solely with the scent profile. And, if you want to employ this strategy on your own, there are local companies who offer wholesale DIY custom scents. This option is smart for anyone who wants to have total control over the process of marketing with a custom scent logo and do so without the hefty price tag of a professional scent-marketing company.
Once you create your scent logo, the next step is deciding how to get it in front of your customers' noses. Every customer touch point is an opportunity to create a lasting olfactory impression, so get creative! Elaborate HVAC systems pumping fragrance into the air is great for larger companies, but what about small and mid-size businesses? Burning or warming candles, wax, or oil in safe, strategic locations in-store is a cost-effective option. Build a bridge to the ambiance created in-store (or, for virtual businesses, expose customers to your scent for the first time) by incorporating your scent logo into the packaging and products you ship directly to customers.
And, don't stop there! To incite repeat business, remind customers of their positive experience with your brand by sending a thank you card gilded with your scent.
