We don´t pay attention to TV ads or banners but we remember scents
When Martin Lindstrom decided to initiate a neuro-marketing research, he knew what he wanted to show. However, he didn´t know the effect of the research results in the advertising world. Lindstrom aspired to confirm that while most ads used to attend to only one sense, sight, people usually react more easily to other sensorial stimulus like smell.
Consumers are tired of being exposed to ads everywhere: while reading a newspaper, while watching TV or even on the bus stop. They would rather experience the brand instead of looking at it.
Which senses can help experience the brand? Obviously, not only sight. Smell, in this case, is a good tool to create brand identity, along with touch and hearing. The same way we remember our mother perfume or freshly cut grass scent, we can easily associate fragrances with brands. Brands just need to pour their values on a perfume bottle.
Hence, the need to study further how people respond to different odours. Lindstrom assures on his book “Brand Sense” smell is present in 3 out of 4 quotidian emotions. Actually, our sense of smell connects the scents we perceive with our memories.
So, brands need to define their values, establish which elements can differentiate them from competitors and give publicity to those elements through the senses. For example: a nice TV advertisement along with a specific jingle; an exclusive touch on the product and, of course, an unforgettable smell. A scent can express brand values: freshness, sophistication, joy, etc.
We came to this world to feel. At Eurofragance, we keep capturing sensations to make customers and consumers feel pleasant emotions through fragrances.
We have a Sensorial Marketing Team which evaluates market trends and analyses consumers tastes. We explore senses and work with new types of perfumed textures that trigger surprising sensations.
Furthermore, Eurofragance has got four Creative Centres around the world. Thanks to our centres in Barcelona, Mexico, Dubai and Singapore we can now know, from a closer perspective, needs and expectations of different regions.
And then, when magic pervades our senses, we know we have captured all the sensations in a fragrance.
Furthermore, fragrances are now used by retail companies for brand building
It all started in USA, in food establishments. Coffee shops and bakeries started using the captivating scent of coffee and just baked bread to attract costumers. You can bet it worked, if not just walk around a café or bakery in a busy street of your city. You might have thought it is the logical smell…and yes, it is. However, there are ventilating systems dedicated to spread the smell out of the shop. In addition, other techniques are used, such as placing the ovens of bakeries near the entrance door.
Commonly, we understand the use of smell in food establishments is enhanced because the aroma plays an important role when deciding what to eat. But, what about retail shops? Have you noticed the increased used of specific scents in retail shops?
Different researches show that senses have an influence on brand fidelity. Also, in this case, smell is the sense more closely connected to the area of our brain that manages emotions and impulses. Besides, our brain relates different smells to memories. Hence the importance of fragrances for brands.
If we are able to associate a pleasant scent with a brand, we will have a better impression of that brand. We can recall the brand by recalling the scent. Actually, scientific research confirms we remember more what we smell than what we see. Surprising?
In general, all senses add value to brands. The more senses involved in the brand identity the more likely it will be remembered and distinguished among its competitors. Also, we can close our eyes, we can cover our ears, but we can’t stop smelling.
Consequently, the search of uniqueness requires taking senses into account. As we said earlier, retail shops are a really good example of the use of senses, of the creation of a sensorial experience. Many brands in the retail sector pick carefully the environmental music they play at their establishments, the furniture or the lightening used in their shops and, of course, their singular scent, as a tool to help them being differentiated.
Eurofragance creates perfumes not only for our homes, also for retailing and big events. One of our experts in sensorial marketing, Adrian Argente, tells us the raw materials of a brand scent can vary depending on the purpose: “if the fragrance is required for an event we can use a stronger scent, to make a statement, to thrill our customers; but if we want to scent a shop we should keep in mind, workers and also customers are going to spend more time smelling, so we can use a lighter and fresher scent, using citrus or fresh florals, for example”.
Adrian Argente also gives us a clue about the current trend: “the oriental influence is now more noticeable”. Brands want a scent that can distinguish them, scents that are powerful and able to leave a mark on consumers’ mind. Exotic florals, amber, woods and moss are raw materials very demanded inside the fashion retail industry. These olfactive notes last longer and can give us a feeling of luxury and sophistication.
Now, think about a scent you can identify with a retail brand, surely you can remember at least one. Interesting, isn´t it?