Scent marketing has the power to influence consumer behaviour and affect how your brand is perceived. However, just like any marketing strategy, there are some mistakes that you should avoid.
In this blog, we will outline some of the most common mistakes and offer solutions for maximising the impact of this part of your marketing campaign.
1. A One-Size-Fits-All Approach
Your brand has a unique identity, and for scent marketing to have the most impact, it is vital to align your signature scent with your brand image and target audience. For example, a spa might opt for a calming aroma that promotes relaxation, while a retail store might choose a more sophisticated, energising scent.
2. Ignoring the Power of Seasonality
Consumer preferences will change with the seasons. A fragrance that is perfect on a warm summer day to invoke a fresh, cool feeling will not have the desired effect on a freezing day in the middle of winter. Switching between cooling and warming scents across the seasons will help make them more effective.
3. Using Overpowering Scents
The ideal scent will be subtle and pleasing to the majority. Overly strong fragrances are off-putting and can even trigger headaches in some customers and staff. This is also linked to the way that the scent is diffused. Investing in good quality diffusers is essential to ensuring the scent is evenly distributed throughout your space.
4. Not Carrying Out Routine Maintenance
Diffusers should be checked regularly to ensure they are clean and working correctly. Left unchecked, they can potentially cause unpleasant odours. Consult your supplier to set up a rental or service agreement to ensure continuous operation.
5. Ignoring Customer Feedback
Pay attention if you receive feedback from customers about your chosen scent. While it is impossible to please everyone, consistent negative reports should lead to reevaluating your scent choices and possibly making a change.
How Scent.ology Can Help
We offer a wide range of scent machines, perfect for business applications. Based on your target market and brand image, we will customise the ideal scent for your space, regardless of your industry—spas, retail, hospitality, and more.
Let our scent experts use the perfect blend of science and creativity to provide a distinctive and powerful way to connect with your audience on a deeper, more emotional level. Contact us today to make the most of your scent marketing campaign.
