Sensory marketing has been used for quite some time to attract and retain customers. However, most of this has been focused on sight and taste. Companies that use these methods ignore the most effective ways to market using the senses. The olfactory sense is the most sensitive and people are much more likely to remember things they smell than things they see or taste. If a marketer can cause customers to associate smells with their business, they can build lasting relationships much more easily.
Scents evoke feelings and scent marketing campaigns must be carefully designed to create feelings related to the business. The scents can be effectively used inside offices, stores and showrooms. By incorporating scents into the business, the customer experience will be more memorable. They’ll tend to stay inside the business longer when they like the smell and that may result in increased sales. When they leave the establishment, customers will associate the smell with the product or service.
Business owners should be careful not to overwhelm their customers with scents. Some scents are heavier than others and the heavy scents such as vanilla, peppermint and grapefruit should be diffused on a lower setting than light scents like bamboo and white tea. This ensures the scent is pleasing to the customers and when they smell it again, it will bring back pleasant memories of the company. These people won’t think twice when they need something that company offers again. Loyal customers are invaluable to a business.
The scent the company chooses must coincide with the brand. A shoe store or a car dealership may create a more memorable sensory experience by difusing the scent of leather into their establishment than they would any other scent. This kind of planning can help ensure customers remember the brand. If a customer who walks into a car dealership that is using a leather scent diffuser, they are more likely to remember that dealership if they test drive a new car from the competition. Used properly, scent diffusers can increase the bottom line for a company can provide customer loyalty more effectively than anything else.