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Olfaction3
1. Summer Thompson
May 14, 2012
B3
The Use of Olfaction
in Marketing
2. Olfaction:
1. The sense of smell
2. The act or function of smelling
Scent-Marketing:
The use of odors in order to attract
customers to a product
Odotipo:
A pleasant smell that
consumers relate to a
product
3. Scents and Moods
Odors are sent to different areas of the brain, which
causes varying moods depending on the odor.
• Jasmin and similair scents cause the release of natural pain-
killers and cause a sense of well-being.
• Scents such as lavender cause the release of serotonin which
bring about a state of relaxation.
• Scents like rosemary cause the release of noradrenaline,
which causes the body to "wake up".
4. Scents and Memories
The olfactory system is the
sense that is physically
closest to the limbic system,
where memories are
processed. Therefore:
• Odor-evoked memories
are highly emotionally
potent
• People remember a large
amount of what they
smell. (35%)
5. Companies are Taking a Notice
"Brands are increasingly recognizing that in order to
wow consumers, they need to work on an emotional
basis. It's no longer enough to build a rational
proposition based on function, price, or
convenience.”
- Simon Harrop, founder of the Aroma Company
6. Why is there an Increase in Scent-marketing?
Progression in technology, thus:
• Easier for companies to incorporate this technique into
their marketing compaigns
• Odors can be cheaply added to environments
Large increase in reasearch of the
Olfactory System, leading to:
• advanced understanding of the
sense of smell
• how to use scents to a company's
advantage
7. Several Techniques in Scent-marketing
Campaigns:
• In the shops
o Particular product fragrances
o General fragrances
• In malls or department stores
• Fragranced merchandising
• Fragranced packaging
8. "Its purpose really is to keep customers in your
store, to create this welcoming environment -
and it works; it does keep people in your store
longer. It helps people feel better in their
shopping, and in a lot of cases causes them to
spend more money."
- Mike Gatti, Executive director of marketing at the
National Retail Federation
9. Net Cost Supermarkets in Brooklyn, NY
• Use artificial food aromas
• Uses scent-machines to
distribute fragrances
• chocolate smells are distributed
in the candy aisle
• fruit smells abound in the
produce aisle
• the smell of freshly baked bread is
released into the air in the bakery
10. M&M World Store in London's Leicester Square:
• Have been distributing the scent of chocolate into
the store
• Use the scent directly outside of the store to attract
customers
• The store does this because the goods come pre-
packaged
11. Hamleys, a toy shop:
• Uses the general scent of Pina Colada
throughout their store
• Believe the odor entices parents to linger
in the store for longer periods of times
12. Other Shops:
Hotels, such as Holiday Inn:
• The focus is reception in common areas.
• It's about creating a fresh, airy, and welcoming
environment that reflects the brand.
Casinos:
• Use "musky, masculine scents“.
• Believe it encourages men to remain on the premises for
longer periods of time.
13. • Used to create an even
more well-known brand
• A technique that allows
the company's fragrance
to be taken home and
remembered by the
consumer (Odotipo)
14. Merchandising:
• Scented candles, soaps, incense, perfumes, etc.
o can be used to ensure the fragrance is abundant in
the consumer's home
• Merchandising can increase the likelihood of a
fragrance becoming fully associated with a product
15. Direct Mail and Fragranced Packaging:
• Have seen an instant success
• "In one door drop for a laundry product, putting a
fragrance on brand literature doubled the response
rate compared to the non-scented equivalent. It's
made us realize there are opportunities around
smell."
16. Scentair:
• Aids companies through the process of beginning a
scent-marketing compaign
• Scentair creates the scents for companies (either shelf or
customs fragrances).
• Provides the "full Service" package once the scent is
created
o Supplies, installs, and replenishes fragrances for the
companies
17. • Increasingly large amounts of companies are beginning to
use scent-marketing.
• Scentair has reported that they currently have 600 clients
• Dramatic increase in clients within the last 6 months.
• Appears to be a bright, full future where scent-marketing
will become a common phenomenon
