Like with any marketing campaign, the success of a scent marketing campaign needs to be measured by how well it achieves its defined purpose.
Ultimately, the purpose of an olfactory branding or scent marketing campaign ‒ like any other kind of marketing campaign ‒ is to attract and retain customers with the hope of increasing sales and, ultimately, improving the bottom line.
Let us take a look at some basic principles that you should keep in mind as you strive to achieve a successful scent marketing campaign.
Strategise
Any marketing campaign needs to be part of a well-conceived strategy. This strategy needs to define the target audience, the timelines, budget, methods and scope of the campaign so that, as a company, you have a clear roadmap for your marketing ambitions and are not just throwing money at the wall to see what sticks. The process behind establishing a successful scent marketing campaign is no different. A strategy is essential, but a strategy hinges on setting and achieving well-defined goals.
Set Goals
No scent marketing strategy can be achieved without the setting of goals. These goals should not be vague but should be clear, specific and measurable and should be distinctly linked to olfactory branding. An example of a good olfactory branding goal is to evoke a certain emotion. Another goal is to lure more customers or increase sales.
Execute Strategy
After researching which scent to use and which diffusion methods are best during the strategising stage, you should roll out your strategy and begin monitoring customer behavioural responses.
It is important to ensure that you match the right scent to the decor, general atmosphere and type of business to avoid causing cognitive dissonance in customers who cannot match the aroma with what they are experiencing with their other senses. To achieve the greatest success, these aspects should be aligned. Consultation with an expert is advised for the best results.
Measure Success
Setting goals is only effective if you measure how well you met them. Therefore, once you’ve set your goals of increasing sales or evoking a certain type of emotional response, you need to survey the success. If the scent-marking tactics are not achieving the goals, then pivot accordingly if needed to a different tactic. Perhaps this might involve using a different aroma or different diffusion tactics.[CTA] Scent.ology can help you achieve your scent marketing goals by providing olfactory branding solutions that truly work. Contact us for advice and access our wide range of scents and diffusion solutions today!
