Scent advertising is an evocative and effective advertising tool. Alluring and branded fragrances are an important part of consumers purchase decisions supporting increased conversion and sales.
But what is scent advertising? Brands can use this proven multisensory strategy to help consumers connect with virtually any product in-store – both fragrances and flavors.
The Science Behind Smell
Many consumer packaged goods (CPGs) producers utilize the power of scent with a scientific approach to product enhancement. Think about your associations with deodorant, air fresheners, hair care products and more.
Several scientific studies demonstrate this association that humans make between smell and memory:
· According to Millward Brown, one of the world’s leading research-based consultancies, about 75% of all the emotions experienced on a daily basis are generated by smell.
· A Rockefeller University study shows that humans are capable of distinguishing more than one trillion scents.
· Visual recall of items decreases to about 50% after three months, while memory of scent samples stays at an accuracy rate of 65% for more than one year, explains Think Marketing Magazine.
Scent marketing provides customers with a critical first impression of a product. It creates an interactive message that engages consumers. Most importantly, scent establishes an emotional connection with the brand.
Provide Consumers the Experiential Shopping Environment They Desire
Scent sells. Scent advertising through direct mail and omnichannel marketing is an innovative way to reach your target market who feel increasingly disconnected from the shopping experience.
Even brands without their own fragrance can benefit from connecting with consumers through smell. Whether trying to convey seasonal, experiential, aspirational or lifestyle-evoking emotions, the opportunity is out there for everyone.
There are many more scent advertising products and media that can incentivize consumers to add your scented and non-scented products to their shopping list, including:
· Rub’n’Smell® varnishes and coatings or Scratch’nSniff® labels applied to packaging.
· Rub’n’Smell® varnish in print media such as catalogs, inserts, magazines, promotions and point of purchase marketing.
· Shopping Scenter® scented signage within Point-of-sale in aisle, integrated into any end caps and displays where the majority of buying decisions are made).
Scented advertisements and point-of-sale marketing not only make your brand more memorable — they create loyal customers and enhance the overall shopping experience.
For More Information About Scentisphere
Would like more information on scent advertising? Please contact the specialists at Scentisphere! We offer a breadth and depth of scent activation and scented print technologies that can increase dwell time and response rates and enhance your ROI.