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How to Stay In Consumers’ Mind with Sensory Marketing Strategies
Most brands focus on two basic senses: sight and sound. However, there are actually other types of senses that are more likely to help brands build strong memory recall among their customers. The sense of smell falls into this category.
Smell can evoke memories. Research showed that “40% improvement in our mood when we’re exposed to a pleasant fragrance – particularly if the fragrance taps into a joyful memory.”
The sense of smell can also trigger emotions that are not exactly defined, but have a distinctive attachment to an object or place. For instance, we all recognize and are emotionally stimulated by the scent of freshly cut grass, brackish sea air or the perfume of roses, or even that delicious bacon smell…
In fact, our olfactory sense is probably the most impressionable and responsive of the five basic senses, according to research findings. So then how do marketers use the sense of smell as a powerful tool to generate sales and leads for their business? See a few examples listed below:
Some supermarkets in the Northern Europe are connected to bakeries by hundreds of meters of pipeline, which carry the aroma of fresh bread to the stores’ entrance. So then if you are hungry customer who happens to be passing by the store, you are highly likely to be drawn inside the shop.
A major global bank brand recently introduced brewed coffee to its branches with an initiative to let their visitors or clients feel relaxed when they sense the familiar smell and feel like home. This is very unique emotional strategy that is not normally applied by financial business like a bank.
A reputable auto brand hired an ad agency to conduct a special campaign to introduce their new car model. The creative agency placed a fragrance ad in two major newspapers that stimulated that leathery “new car” smell. And the result? The auto company’s new car was sold out in two weeks and its sales grew by 16%, even during a recession.
So how would you utilize the olfactory sense to promote your own brand so that you could come off smelling like a rose to your customers? Well, there are many ways. If you are selling alcohol products, then what about adding a fragrance to the package of your beverage? If you are sponsoring a tradeshow, how about adding a little air fragrance at your tradeshow booth? That way, you are inviting attendees to your booth in a unique and memorable method. Also, what about adding some fresh nature fragrance to your office building, so that your visitors or employees enjoy happy working environment … There are many more ways enhance your brand awareness by applying olfactory sense in an innovative and appropriate strategy.
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