As more and more brands become global, it is only prudent for companies to invest in marketing strategies to distinguish themselves from the competition. A growing number of businesses are turning their attention to scent marketing, banking on a signature sensory experience to connect with their customers.
And why not? The average person takes 23,000 breaths a day, giving businesses plenty of opportunities to engage their customers. Further research says that the right scent relaxes customers, make them linger in stores longer, increasing the possibility of spending in that shop.
If that doesn’t convince you yet to invest in scent marketing, the stats from global nonprofit organization Scent World will. With an annual growth rate of 15%, the scent marketing industry is fast becoming a strong influence on business strategies, raking in a revenue of $300 million worldwide.
Like in all brand positioning plans, scent marketing has to be well thought out to be effective. Consider these questions in creating your scent marketing plan:
- What do you hope to accomplish? Make buyers feel welcome? Make them equate a scent to your brand?
- Who is your target audience? Are they buying customers? Or your employees who need to concentrate?
- What feeling do you want to evoke? Do you wish to enhance productivity in the workplace? Clients to relax and feel comfortable?
In choosing the perfect scent for your business, it’s not as simple as using the scent you like. Scientific studies and surveys have proven that scents appeal to emotion or memory. Check out the list of scents and their valid uses:
|Baked goods, citrus||Happiness, delight, nicer people||Customer service businesses|
|Ocean breeze, apple-cucumber||Freedom, illusion of large space||Small areas|
|Barbecue, fireplace, smokey||Coziness, homey, illusion of small space||Large areas|
|Lavender, vanilla, lemon, chamomile||Reduce stress, calming effect, relaxation||Spas, salons|
|Peppermint, jasmine||Athletic performance, energizing||Gyms, health centers|
|Lemon||Enhances work performance, productivity||Any workplace|
|Rosemary, cinnamon||Cognitive performance, alertness, concentration||Banks|
The scent makes a lasting impression on anyone as it is an element that connects to two valuable factors in a repeat customer: emotions and memory. Use scent marketing and you will leave a lasting impression on your client.
Must admit, our absolute favorite is Westin Hotels signature White Tea scent. It’s divine! Check it out!