There are several different ways that scent marketing can be employed to communicate subliminally with customers or to elevate the moods of people in the room ‒ such as employees. This can lead to greater efficiency at work, improved sales or generally improved customer sentiment.
There are four main types of scent marketing prominently used today. Let us consider each one.
Aroma Billboard
An aroma billboard is a bold and prominent scent featured in a commercial environment to evoke a strong, immediate, lasting association with a brand. The idea is for the aroma to act in the same way that a visual billboard does ‒ it is big, attention-grabbing and memorably tied to a brand.
Aroma billboards are effective when a brand has multiple locations, as the aroma can be used to unify the brand image and mental association by tying each of these locations together.
This kind of scent marketing requires careful planning and consultation because it will become almost something of a calling card for the brand. Although any scent can be used in aroma billboards, they are typically most successful when a unique aroma is concocted specifically for the brand to differentiate it in customers’ minds, which brings us to signature scents.
Signature
Signature scents are unique and specially formulated aromas made specifically for a brand. There is no other scent that smells exactly the same. This kind of scent marketing is expensive, time-consuming, complex to develop and requires highly specialised aroma specialists.
The upside of signature scent marketing is that once the scent has been developed, it can form an extremely powerful association with the brand in the hearts and minds of customers for many years.
Signature scents can be diffused in several ways and can be used as a billboard or an ambient aroma.
Thematic
Thematic scent marketing follows the basic principle of matching the scent to the theme or nature of the environment. For example, the scent of freshly popped popcorn can be used at cinemas to reinforce the movie-going experience for customers. Department stores also use thematic scents such as baby powder in baby clothing sections or coconut sunscreen aromas near the swimwear.
The idea behind this is to reinforce the experience for the customer and make it more pleasing. By creating a more powerful sensory experience, one can improve the likelihood of a sale.
Ambient
Ambient scent marketing tends to be more subtle and is generally more about making an environment smell more appealing, therefore ensuring that customers are more comfortable lingering for longer.
Signature scents can be issued in ambient scent marketing; however, often generic aromas are used with great success.
For more information on scent marketing and perfume branding options, contact Scen.ology today!
