ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

What Is Scent Marketing All About???

Updated on November 6, 2016
Source

The Sweet Aroma Of The Movie Theater Has Scent Marketing Written All Over It.

So, have you ever noticed the aroma that hits your senses when you walk into a movie theater? The smells of sweet popcorn and other foods do not fill the air of the theater by accident. This is a subtle, yet very strategic and effective form of marketing.

Did you know that scent marketing is being used on you at this time? Why else would you consider paying outrageous prices for popcorn, candy, mini pizzas and drinks at the theater? Even before entering the doors, the sweet smell of the theater meets your nose, and before you know it, you are in line waiting to be served some goodies and snacks to munch on while enjoying a nice evening out at the movies.

Have you ever wondered why the scent of this food is so strong? Do you think that it is mere coincidence, because if popcorn is being popped all day, then surely the building will share this aroma throughout? Well, no!!!! There is no such thing. This is a tactic called scent marketing, that is designed with careful and deliberate intent, through something called scent machines.

Source

What Are Scent Machines?

Scent machines are machines just what they sound like. Now, as they are machines that dispel various scents and smells, they are not your typical 'air freshener'. These scent machines serve a more industrial purpose, in that they cater to businesses trying to deliver specific fragrances throughout their establishments.

Scent machines are designed to handle large areas when delivering specific scents and can be built to suit. Meaning, that a business can have a scent machine designed to give off a certain kind of smell based on a particular theme, just like the popcorn theme at the theater. Just imagine other places you may have shopped that you now notice has a distinct smell to it.


Source

How These Scent Machines Are Used In Scent Marketing

Scent machines are used as a scent marketing tactic to not only lure in consumers, but are also used as a means to an end. Basically, a company works with a developer of an industrial type of scent machine and derives a specific scent that caters to the theme of that business. Once established, a personalized scent machine is derived and used in a strategic manner, where the personalized scent is dispelled into the air during business hours.

The goal of the company can vary with regard to usage of these scent machines, but several main objectives include releasing such a cultured scent throughout the establishment during peak hours, when there is the most shopping traffic taking place. Also, the goal is to provide exceptional customer service during this time-if at no other time, in efforts of the consumer experiencing an amazing shopping experience during their visit. The theory behind this is that, while the consumer is experiencing great services throughout the business establishment, they will subconsciously connect that experience with the specific scent that fills the air of that establishment. In turn, a consumer will retain nothing but fond thoughts of such a business and be indirectly encouraged to return for more pleasant shopping experiences in the future. Not only that, but companies also hope that while these consumers are out and about engaging in regularly activities that fill their daily lives, they will associate any similar smell to that of their establishment and suddenly get filled with an urge to return to said establishment for another pleasant shopping experience.

To further the excitement, companies whom use this tactic also hope for perhaps one of the best methods of marketing to take place as a result. 'word of mouth!' Because many companies know that word of mouth is very important toward marketing, they strive toward delivering a pleasant smell throughout their establishment, accompanied by even more pleasant customer service, so that the consumer(s) are inclined to share that amazing experience with others, thus promoting more business for them.

Source

Is Scent Marketing Cunning and Morally Wrong?

Some may say that the subtle and cunning tactic of scent marketing may be morally wrong. This is because these scents are released without one's conscious knowledge of intent. Also, some may feel endangered by a company purposely releasing certain scents throughout the air of an establishment, not knowing the repercussions of such actions, as some people may be sensitive and even allergic to certain smells and tastes. There is no agreement on this by the consumer in any case and that therefore leaves the consumer vulnerable when entering an establishment using such tactics.

Do You Think Scent Marketing Is Morally Wrong?

Do You Think The Subtle Tactic Of Scent Marketing May Be Morally Wrong?

See results

Comments

    0 of 8192 characters used
    Post Comment

    No comments yet.

    working

    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://hubpages.com/privacy-policy#gdpr

    Show Details
    Necessary
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
    Features
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Marketing
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Statistics
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)