What is it? Aromamarketing is the use of smells to stimulate sales, when the impact is on subconscious mechanisms. For example, for most Russians, the aroma of tangerines is associated with the New Year and the holiday, which leads to an improvement in mood and an increase in the time spent in the store and, as a result, an increase in the average check.
What to pay attention to? Scent marketing should be used very carefully, as smells have a strong influence, which can be positive and even negative. It is necessary to take into account seasonality, cultural characteristics, differences between men and women, and a number of other characteristics.
The article explains:
Scent Marketing Technology
Types of aroma marketing
Objectives poland email list and limitations of aroma marketing
Scent Marketing Tactics
Selecting a scent
Equipment for aroma marketing
Cost of aroma marketing
Examples of using aromamarketing
Mistakes in aroma marketing
Frequently Asked Questions About Scent Marketing
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Scent Marketing Technology
Loss of smell - myth or reality? Before the coronavirus pandemic, it was hard to believe, but 2020 changed everything, and many realized how important the smell is in human life. Any food becomes the same, as there is no difference between sweet and bitter, sour and salty. When you lose your sense of smell, you can often face the onset of the process of losing weight: they no longer enjoy eating. Problems with sexual desire may also appear, which is explained by the inability to smell your partner. Without a sense of smell, life becomes boring and uninteresting.
Information transmitted through other sense organs is filtered in the brain area called the thalamus. This process allows us to consciously perceive any information. The olfactory bulb is part of the limbic system of the brain and has a direct connection with the amygdala and hippocampus. The amygdala is involved in the formation of our emotions and giving information an emotional coloring, and the hippocampus is responsible for memorization. In the brain area, short-term memory is formed, which subsequently turns into long-term memory.
Scent Marketing Technology
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The sense of smell is one of the vulnerable senses of a person, since with the help of smells we express emotions and develop imagination. Aromas are directly related to memory. In a newborn child, the sense of smell is activated first, and only then sight and taste. It is important that smell has a significant impact on decision-making.
It is believed that aroma is a means of storytelling, and the sense of smell, along with other senses, is a communication channel. In this regard, many brands communicate with their target audience using smells. More than a hundred years ago, the first attempts to use aroma marketing in business were made, but the conscious use of perfume as a communication channel is a fairly young phenomenon.
The famous psychiatrist/psychologist Donald Laird, together with a team of neurobiologists, conducted research on his patients back in the 70s of the last century. The essence of the experiments consisted of attempts to recall memories through different sensory channels and analyzing the significance of olfactory experience in people's lives.
Based on the results of his work, he concluded that smells evoke memories in 92% of women and 80% of men, with about 76% of women and 47% of men considering these memories to be vivid and rich.