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© Lets Get Scented 2010
SCENT MARKETING
Harness the Power of Scent …..
Most of today's marketing and branding appeals to only two senses – sight and sound. However, what we smell is significantly more influential on our moods and emotions than any other sense. Our sense of smell is the strongest of all human senses and the closest sense linked to memory and emotion. It is our most accurate level of recall. Every day we encounter aromas that have a powerful influence on our emotions, moods and behaviour.
Scent marketing is becoming an incredible tool as brands discover the role scent
plays in connecting with customers on an emotional level. It is most effective when
combined with other sensory triggers, such as sight, sound and textures to create
a unique customer experience. Scent can trigger a memory or desire that influences
a purchase decision. Across industries, businesses are using scent as part of multi-
This all adds up to a new way of impressing a company’s brand identity on the memory
of the consumer: not just a logo but an olfactory experience. Research has shown
that people remember 35% of what they smell, compared with only 5% of what they see,
2% of what they hear and 1% of what they touch.
Scent makes a brand identity more unique, strengthens customer loyalty and adds to the perception of quality, an element that’s essential to every brand in today’s competitive market.
Simply put, aromas trigger memories -
It’s a powerful reality – a reality we put to work for clients everyday to promote sales and brand loyalty.
The scent branding revolution has begun …
SCENT MARKETING IN ACTION
Research clearly shows that scent enhances consumer product memories.
Our sight has been targeted in press and cinema, our hearing in radio and cinema, and our taste and touch with sampling. Which leaves smell.
Scent marketing is on the increase in the United States and Australia, with Europe
and the UK not far behind. The Langham Hotel in London has a custom-
Leading luxury retailer, Harrods is also leading the way in multi-
And in the USA, in New York’s Time Square the M&M World Store is pumping the aroma
of chocolate into the street to entice in customers.
The Scent Marketing Institute in the USA claims to be the first organisation exclusively
devoted to integrating scent in all phases of brand building, marketing and promotion.
Their CEO (Harald Vogt) says “Research indicates that companies are enthusiastic
about the possibilities of scent marketing, yet are sometimes uncertain about how
to proceed. …“What they really need is guidance in coordinating the right scent with
the right delivery system in order to send the right message to consumers." Using
scented products such as the Snifty® scented pens are the ideal product to incorporate
into a point-
YOU KNOW IT MAKES SCENTS
A study conducted in Dec 2009 by www.OnePoll.com which surveyed 4000 Brits concluded the following information regarding scents.
Top of the list was freshly-
FACT: SCENT EFFECTS EMOTION
Fish and chips, roast dinner and fresh coffee also made the list as did fresh air after rainfall.
Women picked bread, grass and clean sheets followed by fresh flowers and vanilla as their favourites. It also emerged that nine out of ten women believe a nice scent has the ability to change their mood.
Stephen Weller, Director of Communications at the International Fragrance Association,
said: ''Scent has always played an important part in our everyday life -
Dr. Pamela Dalton, who has a PhD in experimental psychology and trained as a cognitive and sensory psychologist, also commented on the results: ''We may all react differently to any particular scent.
''Smell has the power to revive the past and transport us to a happy time or place or remind us of a special person, evoking feelings of nostalgia and comfort.
''The link between scent and memory is very strong, and how we react to different smells is therefore very unique and dependent on who we are as individuals and our past experiences.''
While women claim certain smells put a smile on their face because they're homely,
or reminds them of someone they love, men prefer exciting and invigorating aromas.
The survey found catching a whiff of a partner's aftershave on a passer-
TOP 20 SMELLS WHICH MAKE PEOPLE HAPPY
1. Freshly baked bread
2. Clean sheets
3. Freshly mown grass
4. Fresh flowers
5. Freshly ground coffee
6. Fresh air after rain fall
7. Vanilla
8. Chocolate
9. Fish & Chips
10. Bacon frying
11. Roast Dinner
12. Babies
13. Lemon zest
14. Lavender
15. Petrol
16. Apple and blackberry crumble in the oven
17. A freshly lit match
18. Roses
19. Party poppers
20. Rubber tyres
Scent Science
The sense of smell (or olfaction) is our most primitive sense and is located in the same part of our brain that effects emotions, memory, and creativity. Our sense of smell allows us to identify food, mates, and danger, as well as sensual pleasures like perfume and flowers/nature. Sudden scents, like smelling salts, will jolt the mind.
The senses of smell and taste, two of the five senses identified by Aristotle, are
called “chemical senses” and are sometimes regarded as one sense rather than separate
senses. About 80% of what we taste is actually due to our sense of smell. Without
the sense of smell, we would only be able to recognize five tastes: sweet, salty,
sour, bitter, and savoury. A food’s flavour can be altered by simply changing its
smell, while keeping its taste the same. In fact, our sense of smell becomes stronger
when we are hungry.
Aromas, scents and fragrances, good and bad smells, are all odours or odorants. An
odour is a chemical dissolved in air, generally at a very low concentration, which
we perceive by the sense of smell or olfaction. Humans are able to distinguish over
10,000 different odour molecules. When inhaled, these odour molecules travel into
the nose and interact with odour receptors. The odour receptors then transmit the
information to the olfactory bulb, which is located in the brain’s limbic system.
The limbic system also controls memory and emotions, and is connected to the pituitary
gland and hypothalamus area that controls the release of hormones that affect our
appetite, nervous system, body temperature, stress levels, and concentration.
While there is no theory that explains olfaction fully, one theory is that millions
of axons or nerve fibres cover the circumference of the olfactory bulb. Depending
on which nerve fibres interact with or capture the odour molecules, a pattern of
activity is generated which cause the perception of a unique smell. Another theory
is that odour receptor functions like a key-