Scent marketing involves intentionally chosen fragrances that are diffused on your business premises to create a memorable, enhanced customer experience and brand association. Studies have found scent marketing enhances retail sales by 11% and customer satisfaction by 20%. Further studies reveal that visual memory of images drops to about 50% after just three months; however, humans are 65% more likely to remember fragrances after a year.
As contemporary on-site experiences grow increasingly competitive, businesses are looking for new methods to offer unique and irreplaceable experiences. Scent.ology uncovers the most successful scent marketing and perfume branding strategies.
Aroma Billboards
Aroma billboards are the most ambitious type of perfume branding. The term describes a distinguishing and widespread aroma that activates your customer’s olfactory system just like a billboard appeals to their visual receptors. Business premises use widespread aromas to permeate the air surrounding their store, attracting customers from the outside.
For example, think of walking by a bakery and the irresistible aroma of cinnamon, or a coffee shop where the unmistakable scent of coffee beans draws you in.
Ambient Scenting
The easiest method is ambient scenting, in which businesses strategically use fragrance diffusers, scent sticks, fragrance oils or other methods to disperse scent through the entire premises or parts of it.
These aren’t generally distinctive or personalised smells but rather familiar scents with well-known emotional associations. Scented places are more likely to be seen as upmarket and luxurious by your consumers.
Some common ambient fragrances are:
- Florals envoke a sense of wanting to stay in that environment for longer
- Leather evokes a sense of wealth and grandeur
- Fresh linen evokes crisp, fresh cleanliness
- Lavender evokes relaxation
- Vanilla evokes an elevation in mood
The best method for creating an ambient scent is with a fragrances diffuser. This allows you to adjust fragrance levels.
Thematic Scenting
Thematic scents are the epitome of fragrance marketing, utilised to enhance the ambience or design of an exhibit. The concept is that your chosen scent should complement the atmosphere; when it comes to theme smells, context is everything.
Psychologists believe that branding needs to match a product in order to be successful. If your scent marketing does not complement the product or the atmosphere, it can render itself ineffective.
For example:
- A movie theatre that smells of buttered popcorn
- A hotel that employs smell to insinuate luxury or opulence
- A psychologist’s practice looking to promote an air of relaxation
Signature Scents
Signature scents involve developing a distinguishing aroma to match your brand identity. This type of perfume branding gives your customers a certain impression of your business and is often utilised as ambient or billboard scent marketing strategies.
Signature fragrances are designed for businesses with a large enough marketing strategy to combine fragrance notes that elicit a certain emotion or sensation associated with their brand values.
Develop Your Own Scent Marketing Strategy
South African businesses considering trademark fragrances as part of their marketing strategy can collaborate with Scent.ology’s team of strategists to create one.
We understand the importance of representing your brand values through scent marketing and have enough scientific background to execute this accurately and effectively.
Scent.ology continuously works to develop exclusive international partnerships to bring South African businesses fragrances and scent delivery systems designed and developed by an innovative team. We collaborate with experienced perfumers and technical scientists to provide premium scent marketing and perfume branding solutions,
Get in touch today to begin the development of your scent marketing strategy today.
