Different types of fragrances and scented products have been an important part of the cosmetics industry for a long time. Ranging from normal scenting to intense aromatherapy methods, scents are now involved in a wide variety of processes. With both traditional and modern businesses experimenting on a wide variety of strategies to promote and boost their brand, the significance of scent marketing is greater than ever.
Scent marketing is the process of using scents to promote a brand and enhance the customer experience within a business environment. Scent marketing is carried out with the help of specialized scent diffusers, which can be used to disperse pleasant and relevant scents into any interior in a uniform fashion. But the type of scenting is greatly dependent upon the nature of your business and the purpose of scenting.
There are four types of scent marketing that are considered efficient for different types of businesses. In this article, we will have a look at these four types and where to use them for the best results.
Aroma Billboard Marketing
You never ever would have turned your face from a big billboard displayed before you, irrespective of the brand or topic it features. Just like a billboard is noticeable to the eyes, a distinctive aroma easily blends with the olfactory system and makes many insightful changes. Aroma billboards are considered the most direct way of scent marketing. For example, the aroma billboard for a cafeteria is the delicious smell of coffee beans and baked goods prepared live. These scents serve as the signature scents of a cafeteria and attract people to grab a bite and also remain longer. The scents used in aroma billboard marketing should be bold enough to deliver the ultimate identity of the brand.
Signature Scent Marketing
Signature scents are certain unique scents that are specially made for a particular brand. They are one of the most unique, expensive, and time-consuming marketing strategies, which is one of the reasons why only well-established businesses go for it. Signature scents used in commercial environments have the ability to relate that particular scent to that specific brand or business. For example, many global airline companies use patented fragrances to differentiate themselves from their competitors. People who have once enjoyed the scents in a journey will choose that particular airline the next time. The purpose of the signature scent is to provide a unique feeling to the customers that they cannot experience the same from anywhere else. The first step of signature scent marketing is to come up with a signature fragrance. Even though similar fragrances may exist, the key is to make the signature scent unique in some way. The scent that you come up with should be relevant to your brand and should evoke the desired emotion among your customers.
Thematic Scent Marketing
Thematic scents marketing refers to the strategy in which a business environment is scented with a perfect fragrance that supports and enhances the nature and theme of the environment. Thematic scents are expected to directly represent the products or services that a brand delivers. The mouth-watering smell of fresh-popped popcorn is one of the most popular examples of thematic scent marketing. You may also have experienced a pleasant scent of baby powder while lingering in the infant clothes session. In both cases, the thematic scent is what enhances our appeal towards the environment it is used in. The thematic scents chosen should be closely related to the business and if not, may lead to complete failure of the marketing strategy. Even the most familiar scents may disturb or irritate the audience when used in the wrong place.
Ambient Scent Marketing
Ambient scenting is the method in which relevant scents are used to create or enhance the ambiance in any environment. Ambient scents are pleasing scents that go well with the nature of a business and provide a positive ambiance in order to have a calm and inspiring shopping atmosphere. A study conducted based on a Nike store on 400 customers showed that the ambient scents used in the store improved their shopping experience and dwelling time. Most of the customers also voted to return to the store if they need a similar product next time. Unlike the other forms of scent marketing, ambient scenting is not that noticeable and does not need to be distinctive like signature scents or aroma billboards. The best way to successfully carry out ambient scenting is by using scent diffuser machines. They allow you to ensure uniform scenting in any interior and also adjust the level and intensity of scents. Here, the scents should be so subtle so that it does not create an overpowering effect in the interior.
To sum up, these are the four types of scent marketing, each of which has a specific role or purpose in scenting. You may connect with a scent marketing expert and discuss your needs and requirements in order to have the perfect scenting strategy for your commercial environment.
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