With the use of scent marketing, you can add value to your brand, product, organization, event, retail store, or building.
The most commonly used way of communication is visual. The other senses are not often used by brands and organizations. However, the more senses are addressed, the better the message sinks in, the emotional anchoring can take place and brand loyalty is built.
Leading sensory brands
What is for instance the analogy between Apple, Singapore Airlines and Disney?
These are leading sensory brands, who make maximal use of their sensorial potential and are very successful with that strategy. Scents are an important part in their approach.
A nice example is the scent marketing approach of Nivea: 'The scent film', a scented advertising movie. Everybody is familiar with the Nivea Sun fragrance. During the advertising in the cinema you see a beach and you hear the sea, but little else happens. And then, suddenly, you smell Nivea Sun. As a result 37% of moviegoers recall the advertising Nivea Sun spontaneously. This is 5 times more than a regular advertising of Nivea.
How to capitalize on scent marketing?
Scent marketing can be used in many different ways depending on the needs, purposes and budget. At Annindriya we always have the business objective in mind and try to stay away from gimmicky scent campaigns.
To what extend do you capitalize on the sensory potential of your brand?
- A stronger emotional anchoring? A higher loyalty?
- A higher quality perception?
- A direct call-to-action for trial?
Annindriya inspires, initiates and supervises the application of scent marketing in all its facets.
Please contact us to discover the rich opportunities for your brand or organization.
Examples of our scent marketing projects can be found under Portfolio, such as Robijn Fabric Softener 4d Experience and Hans Ubbink 10 jaar.
Case: Robijn Sensation
Annindriya advised Unilever how to translate 'a party of fragrances' for Robijn Sensation in sensory events in shopping centers: