If something is clear for brands, it is that the old marketing formats no longer work: traditional messages are lost amid the noise that consumers receive every day, turned off amid the avalanche of varied messages that citizens receive. There are more and more screens, each time they are more active and more and more information and more and more data are received. Consumers are much more difficult than ever to decide what to pay attention to and what not to, and brands have Cambodia Phone Number List much more difficult to be exactly who is chosen as the message that will be considered relevant.
In the midst of all this, brands have to face other parallel and closely related problems. Consumers have less and less scope for attention. That is, their service window is getting shorter and shorter (a study not long ago indicated that it is already lower than that of goldfish), which means that companies have a much lower number of opportunities to do let your messages reach the hearts of your potential recipients.
But also that consumers receive these messages is only part of the job, but not the end of it. Brands need the messages they launch to remain engraved in the mind of the consumer, to penetrate their memory, and this is even more difficult if possible. Brands fail to pass those barriers and fail to make things melt and sink into the consumer’s mind.
And for that reason they have no choice but to find alternative ways and more reliable ways to connect with them. One of these routes is sensory marketing, which appeals to the senses in a more diverse and much more complete way than the eminently visual messages that are used in a majority way and that manages, on the other hand, to connect with the consumer. in a much deeper way. The messages are processed, when talking about the sensory issue, at a deeper level, in the subconscious, and therefore remain much firmer in the mind of the consumer. The consumer remembers them more and better and remembers them without realizing it.
One of the best-performing senses is smell, which has made scent marketing one of the great emerging trends in sensory marketing. A few years ago it is possible that the brands that used it were a minority. At present, the presence is already so recurrent that the contracts of American shopping centers already regulate how far the olfactory footprint of the stores can go.
Why does scent marketing work and why does it work so well? Smell is directly linked to the limbic system, which automatically uncovers a series of evocations and memories associated with that smell. It is what makes us, for example, the smell of sunscreen make us think directly about vacations and the happiness of being at the beach. It works the same with stores and brands. You just have to think about supermarkets and how they use the smell of fresh bread. Smelling it brings out a long series of evocations.
But smell not only causes things to be remembered, but also to create associations. A scent can completely change how a brand looks. You just have to think about what happens when you go to a bar or restaurant and when you enter an unpleasant smell. The mental image that is created of that place is that it is an unpleasant place and the brand image suffers. The same happens with the others. Not only do you have to take care of the smell so that negative associations are not generated, but you also have to enhance those fragrances associated with odors that enhance what you want to highlight.
For example, certain smells, such as cinnamon or vanilla (which are considered warm), have a direct impact on what we buy and make us decide on the most expensive products. Something similar happens with the smell of wood. This fragrance is associated with luxury and makes spaces look different (in fact, there are luxury cars that are scented with the smell of wood to make the buyer feel that they are high-end).