Advertisement plays an essential part of bussiness. Companies build bridges between themselves and customers by marketing in order to introduce and promote their products. There are numerous ways to advertise: visual ads like TV, magazines, newspapers. It is impossible people be unaffected by advertisement. Currently, there is a new way to advertise products; by using the sense of smell, called scent advertisement.This is an innovation to stimulate people’s desire to purchase or change people’s shopping behavior.
Scent marketing, is a method that takes advantage of scent to market products; the best known is scenting the environment of the retail store in order to keep the customers longer. For example, it is no secret for real estate agents to put the aroma of baked bread or chocolate chip cookies in an apartment or house to keep the customer longer and enhance their opportunity. Victoria’s Secret has created a certain formula for their brand and pump it into their retail stores to attract female customers.
Why has scent marketing become popular? Why have businesses started to do this kind of marketing? In the past, advertisers and marketers were facing a problem: 80% of all brand communication was audio or visual. For most brands and products, taste and touch did not even apply. That left scent, the only sense we cannot block out permanently. The average adult breathes 18,000- 30,000 times a day. So why not we use scent marketing?
Nowadays, this method of advertisement has become more and more popular. Not only is the scent pumped into the store, many businesses also spend a great deal of money to hire a scent company to help them create and develop a brand scent. They believe that adding scent to a brand’s image can create a deeper connection with the consumers. Singapore Airlines has gone so far as to patent the scent of lotus flowers and bamboo forests. Notes of mandarin origin, vanilla and cedar are what Sony has spent some times to infuse their store. [1]
Scent marketing seems useful and amazing. Businesses might hire a scent marketing institute or divide a team inside a market or have departments develop a scent which fits their brand image. Samsung is working on a “technological” aroma to create a seductive electronics environment for its customers. They figured out that the technology aroma was orange and vanilla. They pump this formula into the Samsung experience concept store. Customers claim, this scent gives them a vivid and energetic image. For the Plaza Athenee, which is an upscale hotel on the upper East Side of Manhattan, the lobby is infused with a fougere scent- lavender with citrus notes on like a men’s cologne[2]. It’s a scent that Gilbirt, who is behind the Scent Marketing Institute wants guests to associate with a fancy membership club.
There is another way to play scent marketing, and it’s to create a scent package. For instance, shampoo or body-wash companies create the scent container, so customers don't have to open the bottle in the store to determine if they like its scent. This is a significant marketing tool since many people determine which shampoo to purchase based on smell. This type of marketing often happens in Europe.
Scents include sea breeze for calm, lavender fields for relaxation, green tea for introspection, pine for energizing, or jasmine for sensuality. It seems everywhere our turn–our home, our car, our work, our place of worship, our supermarket and shopping mall–scents are being strategically placed to entertain and seduce the nose. Scents provide a pleasant shopping environment for most people. It is no doubt that we will enter into a new age of Scent Advertisement.
Chun
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