There are different marketing techniques to get into the minds of potential customers in order to increase your sales or improve your brand image. At Centhylon we know perfectly well that there are many ways to increase sales, which is why in this article that we have prepared we will talk about sensory marketing and the different types that exist.
What is sensory marketing?
Scent marketing is a marketing strategy by which the senses are used to offer and create a memorable and emotional experience for consumers. For this reason, within this technique the five senses are used, such as sight, smell, hearing, taste or touch, in order to arouse emotions, thus generating a connection between the client and the brand or product that the company sells.
For example, in a store where perfumes are sold, the company may apply scent marketing in different aspects. On the one hand, you can use different pleasant aromas to capture and get into the mind of the consumer, since it is one of the most powerful senses. You can also make use of soft music that fits with the style of the store, thus providing tranquility and comfort to all customers who visit the establishment.
What is sought within what scent marketing is is to cause a totally unique and memorable brand experience. In this way, the different values of the brand can be associated with positive emotions in the minds of consumers. This is how you can achieve greater loyalty and loyalty to the brand.
Types of Sensory Marketing that exist
Scent marketing aims to attract different potential customers, supporting us in any of the five senses. Therefore, below we are going to show you the different types of scent marketing that exist and how it can be applied in each of the situations. These are:
Visual marketing
We start with the different types of scent marketing with which it refers to sight. More than 80% of the information we receive every day comes to us through our eyes, which is why sight is the sense that is most used within scent marketing techniques. In this way, playing with the colors, the organization or presentation of the products in a store and with its aesthetics, are a series of common techniques to influence the entry and permanence of potential customers in your store.
Aspects such as the use of light and visual design are elements that can be recorded in the mind of a potential consumer, thus conditioning the brand image and customer perception of a business. For example, there are brands that have begun to associate the color green with healthy or vegan-friendly products.
In this sense, visual marketing can also be applied in the digital sphere of a business, being able to generate desire and comfort to potential customers through the screen.
Scent marketing
We move on to another of the types of sensory marketing that exists, one that uses smell to improve the customer experience. The truth is that the sense of smell is one of the most powerful of the human being. According to data from a study carried out by the Rockefeller University, people are capable of inspired buying 35% of what we smell, while we are only capable of inspired buying 5% of what we see, 2% of what we hear and 1% of what we touch.
For this reason, odors form an important part of companies are used as scent marketing strategies. These are capable of generating a feeling of comfort, pleasure and security, thus stimulating the limbic system, which is in charge of regulating people's emotions and memory.
There are many stores that have begun to apply the scent marketing at your facilities. For example, restaurants or cafeterias often use smells such as fresh coffee or pastries to whet people's appetites, thus managing to sell more products.
Taste marketing
Within scent marketing, we also find one that refers to the sense of taste. Surely, if you live in a big city or have been to a shopping center, you have seen how many brands, especially food, give people who pass by a try of their products. This is a way that companies have that people can try the taste of their products.
This can also be seen in many supermarkets, when a brand launches a new item, one of the ways to promote it is by giving it to the people inside the supermarket to try it for free. In general, this type of tasting is usually accompanied by other scent marketing techniques, to make it more effective.
Some brands, like Ben & Jerry's, run promotions like Free Ice Cream Day, where they hold a social media event promoting a free ice cream day. In this way, they generate great expectations and many people who have never tried these ice creams can do so, gaining more customers.
Hearing marketing
Sound can also be a weapon within scent marketing. Music has the great power to generate different feelings, being able to transport us to different places, memories or moods. In the same way that when we are happy we fancy one type of music and when we are sad another, companies can also use auditory marketing to condition the behavior of customers.
One of the most widely used techniques in audio marketing is the use of certain musical themes in advertising pieces, making them the center of the campaigns. It can also be seen how in clothing stores, depending on the audience for which it is intended, the music will be more lively or calm.
With the sound, the mood of the customers can be changed, which can favor impulsive purchases, making them stay longer in the establishment, among other aspects.
Touch marketing
When you enter a store, one of the things that every customer likes is being able to touch the products they want to buy. This is what is known as tactile marketing, one of the types of scent marketing that exists. With this, touch is usually one of the senses that is left aside, especially for reasons of hygiene, packaging, avoiding theft, etc.
Even so, there are different brands and types of stores where tactile marketing is of great importance. For example, many makeup stores often have trial products, so customers can see and touch the product format. This is also the case in many technology and appliance stores, where they are often on display, making it possible for customers to fully touch and see the product.
Although it is not one of the most widely used techniques, it is one of the most basic and is liked by all types of clients. From those who only want to try the product, to those who need to try it before taking it home.
Learn about the different benefits of sensory marketing
Having different scent marketing tactics in your business can imply a series of benefits, related to improving the brand experience for customers. These are:
- Improves the emotional connection with the brand: By stimulating the different senses, scent marketing is capable of creating a deeper and more lasting connection with consumers. In this way, a feeling of loyalty to the brand can be generated.
- Make your customers inspired by you: When a person experiences sensory experiences of a unique nature, you can make it easier for people to inspired by your brand and for longer.
- Produces a more pleasant shopping experience: Positive sensory stimuli are able to improve people's shopping experience. In this way, a company will be able to increase customer satisfaction, thus increasing the probability that they will buy from your establishment again.
- Attract new consumers: When we apply scent marketing correctly, as a company you will be able to attract new customers. In addition, with the use of these techniques, publicity can also be given by word of mouth, something that is of great interest to companies.
- Differentiate yourself from the competition: When a company uses scent marketing in a unique way, it will be able to differentiate its brand from its competitors, creating a unique image of your brand in the minds of your customers.
- Increase the perceived value of your products: With the different scent marketing techniques, companies can also increase the perceived value of products. In this way, you can justify the price increase.
With the correct application of scent marketing techniques, you can benefit from the following advantages that we have explained. The best thing is that you apply those that best fit your business, so you can get into the minds of your customers more easily.
We give you some good sensory marketing practices
Next, at Centhylon we want to give you some tips to carry out your scent marketing techniques correctly. These are:
- Know your audience: Before you start preparing a sensory experience, it is important that you know your audience. You should know which sensory stimuli are the most relevant and attractive to your customers.
- Maintain consistency in your brand identity: All scent marketing techniques must be in line with the values that your brand represents. For example, if you have a health food store, it doesn't make sense to use sweet or candy scents, as your customers may be disconcerted.
- Create an immersive experience: To achieve a great impact from sensory stimuli, it is advisable to create an enveloping and coherent experience. In this way you can combine visual, auditory, tactile and olfactory stimuli, so that they all fulfill a function.
- Invest on simplicity: It is relevant that when applying your scent marketing techniques you do not saturate consumers with many stimuli at the same time. This could lead to confusion and distraction.
- Select the aromas carefully: In the event that you want to apply Scent Marketing actions, you must carefully select the aromas, ensuring that they are pleasant and consistent with the brand's identity.
- Measure the results: Once you have applied the different scent marketing campaigns, it is important that you measure the results. In this way you will be able to understand the impact and make adjustments if necessary, in order to improve these actions.
At Centhylon we are specialized in Scent Marketing
As you have seen throughout the post, scent marketing has become a fundamental part of company techniques to sell more products and attract a greater number of customers. These techniques can range from having suitable music in your establishment, allowing your customers to touch the product or giving your consumers a taste of new releases, especially in the food sector.
In this sense, at Centhylon we are specialized in Scent Marketing techniques. For this reason, in our catalog we have a wide variety of scents and fragrances that can fit with different types of businesses. You just have to find the one that best suits your business.
Among the different options we have are natural scents, with fragrances such as chocolate, coffee or fresh flowers, such as gourmand, floral and woody fragrances and scents inspired by perfumes, which are the best-known scents in the world of perfumeries, to give that elegant touch to your business. We want to remind you that if you have any questions or need more information about our fragrances, contact us and we will be happy to help you.