How Scent Marketing Strengthens Your Brand: The Power of Smell
Whether you realize it or not, your Wie Duftmarketing Ihre Marke stärkt has a powerful influence over your emotions and memories. When you walk into a hotel lobby, for instance, your brain picks up on several different scents that are used to evoke a particular emotion and create associations that stick. That’s why many businesses use scent marketing to strengthen their brands by establishing a memorable and associated smell.
How Scent Marketing Strengthens Your Brand
Scent marketing is a form of in-store branding that uses specially-formulated scents to promote and improve a business. Unlike the old-school practice of using smoke signals, scent marketing uses strategically-created aromas to draw customers in and encourage them to engage with products or services. It works by using the olfactory system, which is connected to the hippocampus, the part of the brain responsible for memory, to trigger and connect your brand with positive emotions and memories.
There are numerous benefits of using scent marketing for your business, from increasing sales to improving customer retention. One of the best reasons to use this type of marketing is that it can mask unwanted odors. For example, many hospitals use vanilla scents to mask the odor of cigarette smoke or the unsettling medicinal smell of doctors or dentists offices. And even if your company doesn’t produce an unpleasant smell, a pleasant scent can attract and encourage shoppers to stay longer and buy more.
For example, Nike found that the addition of their signature scent to their retail stores increased intent to purchase by 80%. Choosing the right scents for your business is important because they must fit into your brand identity and complement your overall atmosphere and vibe. Floral scents such as lavender or rose work well for calming and relaxing environments, while woody smells like cedar, sandalwood and pine can be used to create an energizing atmosphere.