When you think of any famous brand or company, a catchy slogan or theme tune may spring to mind. Perhaps it’s a classic advertisement you remember from your childhood or the motto of your favorite TV show. These things have a way of sticking in our minds, even if it’s been years since we last saw the show or heard about the brand.
It's for this reason why companies spend a lot of money on creating memorable advertising campaigns for their business. If someone remembers the company, then they are far more likely to buy that product in the future and global companies such as Nike, Adidas, Apple can afford to try out new marketing techniques and see what works.
Testing new forms of marketing can be challenging for smaller companies. Consumers today are bombarded with ads on a nearly 24/7 basis. With everything from Instagram feeds to web pages being peppered continuously with ads, consumers have more choices than ever before. So how do smaller companies stand out in such a crowded space in 2019?
One option is using scent. Along with remembering slogans or logos, it’s easy to remember a specific smell; whether that’s the smell of a particular place, the smell of a shop, or the scent of a type of perfume, we tend to remember scents and how they made us feel at the time. Companies use this to their advantage to make themselves even more memorable.
How Scents Make Brands Memorable
Some remarkable statistics are showing how a particular scent can impact a company. In a 2011 interview with the acting co-president of the Scent Marketing Institute, Steven Semoff, he stated that in a study ran by Nike, customers intent to purchase went up 80% by adding a scent to their stores.
Another case study points to a gas station with a mini-mart attached to it. The owners of the gas station decided to pump the smell of coffee around the store, and subsequently, purchases of coffee increased by as much as 300%.
Big companies use scent marketing to their advantage in numerous ways. Have you ever noticed that when you unpack your favorite Apple products, they all have the same smell? This is not a coincidence, and a lot of research goes into brand-specific scent marketing.
Associating a product with a specific scent helps customers recall a positive experience they've had. Our brains associate scents with experiences, so if you've had a positive experience buying a product, then the chances are you'll remember the smell. This can increase the likelihood of you buying another product from that company in the future.
Starbucks is another company that has experimented with scent marketing; scent can really affect a company's sales. Starbucks previously decided to start grinding beans in-store to make its stores more aromatic with the smell of freshly ground coffee. It's actually cheaper for them to ship in pre-ground beans, but the idea being that grinding beans in-store improves the aroma in the store and increases the customer's experience, which will then increase customer loyalty.
Hopefully, the examples here have given you an idea of how powerful scent can be in making a brand or company memorable. Aroma360’s goal is to educate people on how powerful scent can be at transforming their own business. The wide range of scent diffusers on offer will give you plenty of room to find a memorable scent to transform your brand.