What is Olfactory Marketing?
Currently, there are many companies that study, develop and apply aromas to create positive experiences at the point of sale, whether it is food or even when buying bridesmaid dresses in San Antonio. It is not about setting or aromatizing the space; it consists in that the smell is able by itself to generate emotions and to be linked with the product or brand in question.
Olfactory Marketing Strategy
The smell has a great power in the sensations that the client experiences and gives very good results since it is the most developed sense in the human being; we differentiate a total of 10,000 scents against only 200 colors. In addition, we are able to remember 35% of what we smell and only 5% of what we see.
One application of olfactory marketing that is now taking special relevance is the development of corporate perfumes. This strategy consists of using combinations of fragrances created to strengthen the values of the brand and that consumers can recognize at any point of sale of the same.
There are different types of Olfactory Marketing
This Marketing tool can be used for different purposes. Thus, depending on them, we can differentiate three different types of Olfactory Marketing.
On the one hand, the use of aroma as part of the experience of consumers in a particular establishment. One of the best examples of this is Starbucks, where the smell of fresh coffee is common.
On the other hand, the use of a certain aroma as a complement in the decoration of a certain place; for example, vanilla or lavender in a beauty center.
And finally, what is known as odotype, or olfactory logo. The brand uses a specific aroma exclusively to create a brand image; In this way, consumers establish a relationship between the brand in question and the aroma.
Olfactory marketing emotions
Benefits Olfactory Marketing
The benefits of this type of Marketing for the brand are very broad.
Boosting sales: the main objective of Olfactory Marketing is to increase the sales of a certain brand. A study by Nike revealed that this tool can increase sales by up to 80%.
Create brand image: the aromas can be very useful to generate notoriety and brand image. Users establish a relationship between a certain brand and a given aroma.