SCENT MARKETING
Benjamin Franklin famously said : “Tell me and I’ll forget”
Show me and I might remember
Involve me and I’ll understand
75% of our emotions are in fact generated by what we smell.
• There is a 40% improvement in mood when exposed to a pleasant fragrance, particularly if it taps into a happy memory.
97% of people prefer to stay in fragr
ant places and 84% prefer to purchase goods in fragrant places
• As we age our senses become dulled – some of our most important olfactory impressions are formed in childhood. Given the fact that children influence 80% of parent’s purchases appealing to the sense of smell becomes increasingly important.
• After sight. All five senses of sight. Smell, touch, sound and taste are very important in any form of communication and life experience. The senses are such a fundamental part of being human that they are inescapable. They influence us every second of the day. Events, moods, feelings, and even products in our lives are continuously imprinted on our five-track sensory recorder from the second we wake up to the moment we sleep. We are at our most effective and receptive when operating on all five tracks and yet not many advertising campaigns or brand building exercises utilise much more than sight and sound to put their message across. Test results gained from the largest global research by Millward Brown for Martin Lindstrom’s book Brand Sense.
