In the sensory family, I admit that the smell is a passion for me for several years. Unfortunately it is a bit the “unloved” one for public space or brand image tool. However, odors are directly connected to our center of emotions. The imprint left in our memory is phenomenal besides the direct impact on our sense of well-being. Here is a first article of 3 on scent marketing to help demystify its use in a marketing approach.
First, it is not sufficient to include a strawberry fragrance (because you like strawberries) to obtain the desired effects. To take initiatives without properly analyzing the situation and needs, you may create the opposite effect.
Some myths make us believe that this is a form of marketing to manipulate consumer needs. Okay I admit, if there is a smell of chocolate, for sure I will want some! However, influencing the purchase of a car with “the smell of a new car” is a bit old school. In addition, from a marketing perspective we must ask the question: if all dealers incorporate a new car scent, what that smell differentiates you from the competition?

An olfactory Signature has 4 very specific goals:
–   Integrate a fragrance to enhance the well-being
–   Stimulate memory to provide a specific context
–   Create a direct association with a product
–   Stand out with an exclusive olfactory Signature (logof)

Here are some recommendations that illustrate why professional counseling is important:
1. Avoid camouflage: if there is an unpleasant smell in your business, you must first find the cause and treat it. For example, mildew smell coming from water damage.

2. Consider the inevitable smells: the elements of the environment can influence the ambient odor. For example, if you offer leather products, you need to consider this element in the development of an olfactory signature.
3. Monitor the perception level: each person has a different sensitivity to perfumes. To maintain a pleasant atmosphere for all, it is important to control the strength of scent.
4. Consider your target audience, your brand image, the space design and customer’s flow are essentials to maximize the impact.

<ol>
<li>Avoid camouflage: if there is an unpleasant smell in your business, you must first find the cause and treat it. For example, mildew smell coming from water damage..</li>
<li>Consider the inevitable smells: the elements of the environment can influence the ambient odor. For example, if you offer leather products, you need to consider this element in the development of an olfactory signature.</li>
<li>Monitor the perception level: each person has a different sensitivity to perfumes. To maintain a pleasant atmosphere for all, it is important to control the strength of scent.</li>
<li>Consider your target audience, your brand image, the space design and customer’s flow are essentials to maximize the impact.</li>
</ol>
Finally, here is a summary table which shows the advantages and benefits of an olfactory ambience:

Melbox

In the next article: the importance of choosing perfumes according to the design and your target audience.
I’m looking forward to read your comments and suggestions.