Scent marketing

25 januari 2013

Multisensory Marketing

• The 5 senses:

• Touch• Sight• Sound• Taste• Smell

Brands using senses

• Touch & Sight: Bang & Olufsen• Sound & Sight: Intel, Nokia• Taste & Smell & Sight: Colgate toothpaste• Sound & Sight & Touch & Smell: Singapore

Airlines

Sensory importance

• Sight 58%• Smell 45%• Sound 41% • Taste 31% • Touch 25%

• Source: Millward Brown and Martin Lindstrom

Focus on smell

• Unfiltered into right side of brain (limbic system)

• All other senses filtered through left side of brain (cognitive filter)

• Smell can trigger emotions, lust, memories• Main emotions: nostalgia (childhood), mood

(aromatherapy), desire (Gourmet)

Scent applications

• Printing matters• Textile• (Plastic) Packaging• Plastic beads• POP/POS (Displays, wobblers, diffusers)• Ambient scenting• E-sampling

Key roles of using scents

• Brand briefing• Fragrance briefing• Quality of fragrance• Safety• Performance/technical skills• Best application• Panel/consumer test• ROI/accountability

Potential customers

• FMCG companies• POP/POS manufacturers/Retailers• Printing companies• Packaging designers/manufacturers• Agencies• Hospitality (hotels, casinos, wellness)• Real Estate (offices, shopping malls, houses)• Automotive

Cases

• Dr. Oetker• Figi Hotel• SC Johnson• Unive• Nike• Unilever Deodorants• Barilla• Red Bull• Softdrink A-brand

Future

• More supporting data required regarding:

• Fragrance selection• Performance scent diffusor• ROI/Accountability

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