Do you know the term Olfactory Marketing?

It probably sounds to you, and if not, it will soon, because it is increasingly present in our lives. What does it smell like every time you walk into a store, or a travel agency? Surely if you think about it, the big brands and chain stores you usually visit have a very peculiar smell, a very well-thought-out smell that will reach the most primitive part of your brain to seduce you.

El marketing Olfactory is a different way of selling a product without bombarding our eyes with video ads, images, text, logos, etc ... It is increasingly becoming a very important tool in the strategy offline marketing, since it directly appeals to a different sense than that of sight. The client is less used to these types of signals and it seems that the brain perceives them unconsciously and therefore the impact is much greater.

This brain stimulation technique seeks, like all marketing strategies, to win customers activating parts of our brain with different aromas. How many times has it happened to you that you go down a street, and you smell the food and you have come in to buy it? And of all those times, how many were you hungry? This is where the importance of olfactory marketing lies.

The human being remembers 35% of what he smells compared to 5% of what he sees, according to the psychologist Silvia Álava. This is the most evident proof that a particular scent coupled with a powerful image shape the strength of a brand against its competition.

Odotype or olfactory logo:

An olfactory logo or odotype is the personal and non-transferable smell of a brand, product or service. It is a differentiating element that provides added value. Countries like the United States, Japan, or Korea, have already used this discipline for years.

Traditional marketing is evolving, and more and more is being sought to create unique shopping experiences to establish emotional bonds with the consumer. For this, the sense of smell is key because it is 10 times more powerful than the rest of the senses. Brands are slowly beginning to realize that smell can be a great ally in their marketing strategies, some companies have already used it successfully.

As Roberts (2005) states in the book Lovemarks (book that I recommend), «the senses are difficult to cancel, especially the sense of smell, since we should stop breathing to avoid smells. They are direct, provocative and immediate »

The best examples of olfactory Marketing:

There are many examples that exist, and some really surprising and curious. I have made a selection with the most striking cases and with some of the best known companies.

Street vendors: They used this technique many, many years ago, lighting incense to attract the attention of their clients. Today, there are some mythical smells are used for their effectiveness. For example, chewing gum is widely used in toy stores, the scent of bronzer in travel agencies and that of Red Bull in nightclubs.

Disney: Disney has used this tool for more than 15 years in its theme parks. She first added a touch of realism to her action shows by adding smells of gunpowder or burnt rubber. Later it impregnated the streets of its parks with the smell of popcorn to awaken the appetite of its visitors. This technique is used today in most movie theaters, so when you enter one of them, a popcorn smell invades you and prompts you to buy a box.

Thomas Pink and Jordans: In London, T-shirt designer Thomas Pink perfumes his shops with a linen scent. It is his way of making clear the quality of their tissues. The Jordans furniture store in Massachusetts uses two different scents in two sections. In the first, the juvenile, the smell of chewing gum is used. In the second, that of rustic furniture, pine scent is used. In this way the brand adapts the smell to its products. As a result of perfuming its stores, its sales have increased.

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Rolls Royce: The luxury car brand Rolls Royce perfumes the interior of cars with the smell of leather and wood when a customer takes their car to an official workshop of the brand. This gives the client the feeling of brand new car rather than taking it out of a workshop. This strategy is followed today by a large number of second-hand car shops and dealers.

Starbucks: Starbucks coffee shops are an example to follow, they do not consider their product as mere coffee, but they sell the experience of having a delicious coffee in a pleasant and relaxed environment. To do this, they make sure that their premises are constantly flavored with this drink.

Dunkin 'Donuts: He managed to increase visits by 16% and coffee consumption in one of his stores by 29% after an experiment in Korea, where later we talk about it.

Smells offer us a whole world of possibilities. As long as they are well planned, they are able to increase the time spent in an establishment, and with it the possibility of increasing sales, as well as good lighting or good packaging. The key is to offer the right essence for the type of product, point of sale or customer.

Ten key aspects of olfactory marketing

We remember 1% of what we touch, 2% of what we hear, 5% of what we see and 35% of what we smell. Akewuele, an expert in olfactory marketing firm, points out 10 advantages of using essences to reinforce the brand image.

Babies, from birth, have a keen sense of smell through which they could recognize their mother in a dark room. In humans, smell can detect very low amounts of some substances, and this olfactory ability is closely related to behavior.

A recent study of the University Rockefeller, New York, reveals that we are able to distinguish at least a trillion odors.

One of its peculiarities of the olfactory sense is its close relationship with the basic functions of the nervous system: the signals of smell connect with the cerebral amygdala, which is where our emotions are awakened. It also connects with the hippocampus, which stores memories, and therefore we have an amazing ability to memorize odors, so it has a powerful effect on the subconscious.

Knowing all this, in the current paradigm of lbrands that want to leave their mark in consumers, the use of odors to identify them is a very powerful resource. Akewuele, an expert in olfactory marketing firm, remembers 10 advantages of using essences to reinforce the brand image. These are the ten things that olfactory marketing can do for your brand:

- Create experiences for the consumer.- 80% of advertising is visual, while 75% of everyday sensations are influenced by smell. In the marketing world, We have gone from focusing on the product to thinking about the customer and that is why we want to generate experiences for them.

In a market in which individuals are prepared to choose products and brands rationally, and in addition, they are practically immunized from advertising, our goal is to provoke sensations that generate a positive effect on the person. Disney, in its beginnings, took advantage of the smell of fresh popcorn in its amusement parks, so that the aroma was part of the environment and thus, the experience of visiting the park.

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- Top of mind, because smell has memory.- According to one research Directed by Matthew E. Growdon, smell and memory are related through the hippocampus. Using aromas associated with the brand activates the memory of the smell and, therefore, the good experience lived with the brand (either in the establishment or with the product itself), so it is very likely that we will remember it.

Like the Proust cupcake, scents evoke memories immediately and in greater quantity than when it comes to an image or a color. We remember 2% what we heard; 5% what we see and 35% what we smell, according to a study by Rockefeller University, New York.

- Enter the consumer world of the brand.- Creating the desired environment and achieving the expected sensations, consists of devising an environment of lights, colors and spaces that transmit those planned values ​​and in line with the identity of the brand. All this is a set to which adding the scent that reinforces it, supports the idea and achieves total immersion in the imaginary of the brand that tells a story and engages the customer. Smell has the ability to immediately suggest a thought, much faster than the sense of sight.

Associates brand values ​​related to aroma.- In this sense, the brain unconsciously relates odors to things or ideas so that we can deliberately use some ingredients in order to reaffirm the brand in its philosophy and introduce it "discreetly" in the consumer's mind.

In our subconscious we already have assimilated some smells as pleasant and that remind us (and evoke) pleasant images, such as the smell of talc might remind us of a baby, and others that are admittedly unpleasant and that we automatically associate (cheese plague, feet, etc). The smell is registered in the brain as an emotion closely related to the situations in which it was first perceived and evokes happy moments from the past.

- Identifies the brand (as much as a color) .- Insofar as there is coherence between the values ​​represented by the smell and the reality built in the brand world, the brand is determined through all these items that embody it. This establishes an identity recognized by the consumer who is capable of distinguishing it.

- Differentiates the competitors.- Being unique and offering something different, but not for the mere fact of being different but focusing on something concrete and that others do not take into account. It is about choosing an alternative path that fully integrates with the soul of our brand and at the same time, is unique among competitors.

- Loyalty to the client.- Achieving buyer loyalty is as (or more) important as the first test, as it is more profitable to retain followers of your brand. To the extent that you offer them an experience with the smell, a relationship is established. This psychological bond penetrates the subconscious creating an instinctive desire to return to that pleasant experience. Brands with custom odotypes retain 30% more loyalty than those without it.

- Modify behaviors.- Various American scientific studies have shown how odor can directly influence human behavior. According to neuro-psychologist Feggy Ostrosky, a renowned researcher who focuses her studies on the relationship between the brain and human behavior, aromas awaken the senses of the brain thanks to the limbic system, which directs human behavior with emotional responses. These reactions translate into memories that are part of learning, aid memory and ease sadness. In this way we can direct our brand to conquer the client, until it becomes a Love Mark.

- Retains the public on the premises.- The notion of elapsed time is shortened in a flavored establishment, compared to those individuals who enter a place without odor. It has been shown that people stay longer in those spaces that smell good, various studies show that customers spend on average 15.6% more time.

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- Love Mark.- Researcher Robin Dumar, psychologist and anthropologist, author of the book The Science of Love and Betrayal, reports that smell is an essential element of relationships and, if each person has their own "chemical mark" (their smell), the Brands also have reasons to have an odotype, in the same way that they have personality and history. Thus, they will be able to fall in love with their followers, who will see their predilection for her accentuated.

Olfactory Marketing in Gastronomy

It may be redundant to carry out techniques odor marketing at gastronomic sector, since the smell It is the most important sense in gastronomy. Yes, yes ... smell is more important than taste, since if we have no sense of smell, taste is relegated to the background.

But although it may seem very easy to apply the olfactory marketing in the gastronomic field, it is not. In a restaurant many dishes are cooked at the same time and getting a single smell to prevail over another is frankly difficult. Therefore, it is important that no odor comes out of the kitchen to the room, which is where the key is olfactory marketing.

As in many rooms restaurants the musical background is very important because it is one more part of the eating experience, the aroma from the same room is also very relevant.

As I mentioned above, in addition to transmitting certain feelings of tranquility, serenity, etc. creates brand, diners will associate that aroma with the restaurant automatically.

For example, if the specialty of a restaurant it is the grilled meat the room must smell of smoke, but a subtle smoke smell that invites you to enter and want to taste the dishes of the restaurant. From then on, those diners whenever they smell that smoke smell will remember the restaurant, and most likely, they want to repeat the experience if it was satisfactory the first time.

A real example of olfactory marketing in restaurant business is that of Dunkin 'Donuts who carried out a campaign sensory marketing in South Korea to differentiate itself from the large number of coffee shops that formed its competition.

The campaign consisted of placing coffee-scented sprayers on several buses that were activated while reproducing advertising spots Dunkin 'DonutsIn addition, the buses made stops in places where you could find a brand establishment nearby.

Undoubtedly, the olfactory marketing is a great tool to improve the customer shopping experience notoriety e brand image and to increase sales.

A set of techniques that together with other tools of marketing can give a much higher value to your business, so find a way to implement the odor marketing In your restaurant business it must take your sleep from today.

I am a dreamer and in my dreams I believe that a better world is possible, that no one knows more than anyone, we all learn from everyone. I love gastronomy, numbers, teaching and sharing all the little I know, because by sharing I also learn. "Let's all go together from foundation to success"
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