Every day more brands are starting to use sensorial marketing in their communication strategies. These strategies associate smells, flavors, and sounds to the products or services of a specific brand, helping to shape its identity together with the brand logo.
According to several researches humans can remember 5% of what they see, 2% of what they hear, 15% taste, and 35% smell. However, the faculty of smell is not fully developed or rather exploited because of the lack of awareness about its potential. Many studies show that the right smell evokes emotions that are decisive at the time of purchase. Scents and aromas are a good strategy for brands, being able to increase a product or service sales by 40%.
If we focus on the smell, we should highlight that this is one of the senses that generates greater impact in our memory. But, what is olfactory marketing? An important part of sensory marketing and one of the most sophisticated stimulation techniques, capable of transmitting values taking advantage of the capabilities of our sense of smell. Olfactory marketing has gone from being a new trend to a powerful strategy for many brands.
The use of smell as a new channel of communication, can help to arouse emotions and feelings via its marketing techniques. Most brands have forgotten the power of smell, and lack an odotype or scent identity in line with their corporate values and philosophy. For many brands this decisive element is as important as their logo, corporate colors, or the naming itself.
Odotypes help to increase the level of knowledge and appreciation of a brand. Smell awakens feelings and generates emotional and sensorial bonds with consumers.
Creating a distinct aroma that reflects a brand’s core values stimulates and fosters de purchase drive in costumers, a close approach that generally results a success.