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.