Wedia Buzz Blog

scent marketing has stormed the bastions of conventional branding strategies and commanded an army of committed devotees. Why does scent marketing work? As Pam Scholder Ellen, a Georgia State University marketing professor, explains: “All of the other senses, you think before you respond, but with scent, your brain responds before you think.” In an industry characterized by split-second decisions, immediate attraction is essential. Scent marketing instantaneously cements a brand fragrance in customers’ minds. Scent marketing is proven to work. Aradhna Krishna, University of Michigan; May Lwin, Nanyang Technological University; and Maureen Morrin, Rutgers University, noted, “We found that the memory for the scented pencils was much greater than memory for the unscented pencils, and that this effect was especially pronounced after a time delay.” A brand fragrance enables customers to associate logos and products with an aroma.A brand must be assigned a brand fragrance that matches its personality, because certain odors elicit different emotions. For instance, the Arodrive™ car diffuser emits three odors – Mint Focus, Citrus Joy, and Floral Relax to – to evoke specific moods. Also, real estate agents use smells in premium “open houses” to attract customers. Smell captures people’s attention.To attach a perfume to a product, use a scent machine – there is nothing that is so effective. Machines are measured in area (meters) of effect, speed of spread, scent cartridge size, power (watts), and other criteria. In residences, machines can be linked to air circulation systems. Machine scent is a cost-effective method to odorize a product. Let your nose go wild.