Did you know that the sense of smell has a more significant link to emotion than all the other senses?
While that’s an interesting fact for anyone, marketers should pay extra attention. As all marketers know, tapping into the “pain point” of the consumer is critical to increasing conversions.
That’s where scent marketing comes in. Associating your brand with a specific smell helps with brand recognition, reputation, in-store footfall, and customer loyalty.
You’re missing a trick if you’re not already using scent marketing. Read on for scent marketing 101.
1. Create a Consistent Experience
Think about McDonald’s, Subway, Tim Hortons, and Starbucks. Whether you like these retailers or not, there’s no denying they have a distinct scent that hits you whenever you walk near one of their stores.
This scent isn’t simply the smell of the food they produce; it’s a carefully thought out marketing plan.
Familiarity often draws people in, even if they had no intention of buying anything. It evokes memories of previous purchases and product experiences, and the customer knows it’s a “safe bet.”
2. Tap Into Your Target Audience
Scent marketing isn’t limited to food retailers; any store can do it. The first thing to do is analyze your target customer and sell them an experience through scent.
- Use leather scent for a luxury shopping experience
- Use fresh linen smells for a clean and straightforward shopping experience
- Use subtle floral aromas to encourage extended browsing times
- Use lavender for a relaxing experience
The list goes on. You can learn about scent marketing for every experience and business by following the link.
Remember, your primary goal is to evoke emotion through familiarity and positive memories. This will lead to repeat purchases and customer loyalty.
3. Research and Respond to Feedback
The last thing you want is to overpower or repel your customers; when learning how to scent market, ensure you do thorough market research.
Run focus groups, collect feedback, do trials in certain stores, and don’t forget to analyze your data! Then, act on this data and feedback.
Marketing scents require constant adjustments to keep up with consumer trends and changing seasons. Don’t fall into the trap of finding a scent and forgetting about this type of marketing forever – it’s an ongoing campaign.
It’s often a good idea to hire a scent marketing agency to curate the perfect scent for your brand.
Use Scent Marketing for Success This Year
With these tips for scent marketing, you’re ready to start! Think about who your shoppers are and what they want. Then, create a scent to match that experience.
With a few trial runs, focus groups, and adjustments, you’ll be ready to roll out your store’s signature scent. Before long, your brand recognition and sales will be higher than ever.
Did you find this article about scent marketing helpful? If so, check out our other posts for all things marketing, finance, business, and more.