It’s extremely hard to get through to customers these days. People use Ad Blockers while browsing the web and they don’t really look at billboards or follow the commercials on TV; they get angry when their eyes and ears are being attacked. But there is one sense that we cannot turn off – the sense of smell. It’s no wonder that advertising experts finally decided to take advantage of it.
How does it work?
It’s already been proven that scent as an addition to a marketing campaign can actually boost sales. According to research, it’s more likely that a person will remember a brand or an image if there’s a smell associated with it.
Different scents affect your mood, trigger many emotional, subconscious responses, and it’s not something that you can control. Studies show that almost all our decisions are made in the subconscious mind, even if we’re sure that we really thought something through.
How do you use scent for advertising?
It’s not always about making your products scented. Very often, brands decide to design the scent of their venues – these include hotels, gyms, banks, and stores. Various scents are being used to achieve different results. Banks want you to feel safe and taken care of, gyms try to motivate and energize you while retails aim for relaxed and satisfied customers.
Scents create atmosphere and that’s what people remember about a particular place and how they feel about it. According to the Sense of Smell Institute, brands that have a scented logo are 65% more likely to be remembered after a year while those without it have 50% chance to be forgotten within only three months.
However if you want to know more about good old colour effect used in advertising and brand building, check out the infographic provided by Stickeroo: