It’s important to review your scent marketing strategy midway through the year to determine whether or not it’s successful. Reviewing your strategy will help you identify what changes or adjustments might be needed to ensure maximum effectiveness going forward.
Here are some steps that you might want to follow for reviewing and assessing your mid-year scent marketing plan:
Take a Look at Your Initial Objectives
Revisit the objectives that were outlined at the start. When you originally developed your scent marketing plan, you would have determined a set of goals that you hoped to achieve. Figuring out what these goals were and reassessing whether they were clearly defined, easily measurable, and realistic is an important part of assessing your mid-year strengths and marketing plan.
Part of reviewing your initial objectives is to determine if they are still relevant and whether they need to be modified based on shifts or changes in the market or any other kinds of business circumstances that may have changed in the interim.
Data Collection
You cannot assess your mid-year scent marketing plan without gathering performance data. This includes collecting and analysing data regarding the performance of the scent marketing initiatives that have been implemented so far.
The kind of quantitative data that you will want to review could include things such as quantified customer responses, sales figures, and foot traffic data. Any other metrics that can help give you insight into the way that scent marketing is impacting your business could also be useful.
In assessing this data, try to determine what kinds of trends or patterns are emerging and then look for correlations to better understand how your scent marketing strategy has impacted customer behaviour. This will help you determine whether the strategy is effective and whether adjustments need to be made going forward.
Customer Feedback Is Important
An important part of performance data is qualitative customer feedback. This means that you will need to have carried out surveys and interviews, or perhaps even looked at focus groups, to try and understand on a more subjective level what your customers feel about their experiences.
This kind of qualitative data is important as it will help you determine the impact that the scent marketing strategy has on brand perception and whether this has had any influence on their decision to make purchases. These insights are valuable in helping you understand the effectiveness of your scent marketing strategy and identify areas for improvement based on your customers’ subjective experiences.
Determine How Aligned the Strategy is With Your Brand
You will no doubt have made every effort to align your scent marketing strategy with your brand from the outset. However, your assessment is a good opportunity to reconsider whether the scents that were used evoke the desired emotions and elicit the right kind of feelings that you want to associate with your brand to reinforce the brand image.
This will help create a more consistent customer experience that aligns with your product offering and, therefore, could boost sales. Any inconsistencies or gaps that have been found in terms of your brand alignment in relation to the scent marketing strategy should be addressed using the data found during your performance data and customer feedback collection.
Review Budgets and Resources
Midway through the year is a good time to reassess whether the initial budget and resource allocation for your scent marketing strategy are still appropriate. The investment should align with expected outcomes, and if this is not occurring, then it should be analysed and adjustments made when necessary.
In some cases, you might want to consider adding more resources and assigning a bigger budget to your scent marketing strategy to better ensure success. This might include consulting with specialised scent marketing experts or incorporating more advanced scent marketing technologies and diffusion devices.
Whether you feel your scent marketing strategy is proceeding perfectly or whether you feel it needs some adjusting, you can contact us at Scent.ology to get assistance and access to a wide range of olfactory branding products and accessories.
