PRINTED ADVERTISING OFTEN RELIES ON A GREAT PICTURE TO AMAZE US, APPEALING TO OUR VISUAL SENSES WHILE COMPLETELY OVERLOOKING THE POWER OF AN EQUALLY STRONG SENSE: THAT OF SMELL
As anyone who has enjoyed the aroma of fresh bread baked in-store knows, the sense of smell can be used very effectively to sell products and services.
HAVING A NOSE FOR SALES.
Not only is the sense of smell one of the strongest senses, the memory of aromas lasts longer than what is captured by other senses. Fragrance can also have an impact on our tastes or visual impressions that we perceive simultaneously. What is more, research indicates that a particular fragrance can increase product recognition by as much as 40%. Aroma marketing, uses different scents to build brand associations and influence shopping behaviour. It often consist of simply selecting an individual scent for a given brand. Fragrance experts take into consideration the target group, brand personality, advertisement message or the place where the scent will be sprayed. And aroma marketing works beyond the in-store bakery: one Asian restaurant chain advertised its services by using local diffusers to spray scents of curry-seasoned dishes at bus-stops. The fragrant ad presented on city light panels and in press advertising generated over 60% increase in sales, as early as 2 weeks after the campaign was launched.
THE SMELL OF TRUST OR YOUTH ENERGY?
Leather scents are associated with luxury, soothing tea and woody notes work in spas, refreshing and zingy citruses may convince young people to buy a new clothes collection, and a leaflet smelling of cakes, cinnamon or coffee will be a great invitation to a pastry shop. But how to get this into your advertising? Technology has the answer. Your chosen fragrance can be trapped in special molecules that are in turn mixed with newspaper ink pigment . This increases the effectiveness of the printed materials without compromising the print quality, even when the customer rubs them to release the trapped scent. You can bank on the effectiveness of smell. Banks are the latest to opt for aroma marketing, to enhance their brand and increase service sales. And it’s no wonder – everyone likes the smell of money.