Every time you pass a pastry shop with the divine aroma of freshly baked buns and coffee, you are tempted to stop by each of them and treat yourself to absolutely everything!
It’s interesting, it would seem that you don’t need to buy anything in a pastry shop or, say, in a coffee shop, but you still want to stomp there at least! 🙂
And if, suddenly, and there is no line, and the seller seems pleasant, then you will definitely buy some candy, and, afterwards, convince yourself that it was vital for you!
What to speak of the stupefying smells of vanilla, cinnamon and hot buns from pastry shops that“unintentionally” flavor entire streets! By the way, at the same time, the sales of pies in completely extraneous stalls standing next to them will also be extremely high! Probably, some owners of such establishments would even be surprised to learn that they use a completely free and extremely progressive method of marketing, called “aromamarketing“, or, as it is also called, – sensorybranding.
As everyone already knows, it is practically unreal to invent something new (everything was invented before us), so it is necessary to study and use all the well forgotten old things. In our case, the “old things” are the olfactory perception!
Imagine, the area of the cerebral cortex, which is responsible for the sense of smell – this is the oldest formation of the cerebral cortex.In addition, even in a newborn baby, the first senses that are initially well developed are hearing and smell (with the help of them, the child can navigate in space and recognize people).But we are not about that. We are talking about the fact that the sense of smell is very closely connected with the subconscious mind. And about the fact that sometimes a person does not even realize why he is so pleasant to the interlocutor, store, apartment or some place.
As it turns out, it’s all about a certain odor, pleasant, unobtrusive, which evokes certain memories and emotions. That is, by choosing some definitely positive or necessary in a particular place aroma, you can have a huge impact on people! What to say, at the end of the 20th century began to appear a whole science – aromacology! Not everyone will be able to recognize it as a science as such, but despite this, most of its research is very impressive.
For example, it has been proven that the smell of peppermint and cinnamon improves concentration and reduces nervousness, lemon promotes concentration, the smell of the sea – relieves stress, and the aroma of coffee creates a feeling of coziness, for which almost 99% of the world’s population loves this smell in one or another of its variations, and, most interestingly, it does not depend on whether they like to drink coffee or not!
In addition, thanks to odors it is possible to increase mood, alleviate depression, build relationships, increase efficiency, promote good sleep and more! Some time ago began to apply this practice (spraying in offices scents that increase the attentiveness of workers in two times; or apply a drug that reduces the level of hooliganism and lawlessness during the organization and conduct of public events).
In view of the above, aromacology has great prospects, including in the field of advertising and marketing. Especially if we take into account that the sense of smell has so far been little involved in advertising! Our eyes and hearing and takuzhe so overloaded that no longer react to stimuli from the external environment. Man has such a peculiarity – he gets used to everything, and to advertising in particular. That is why the non-intrusive influence with the help of odors gives absolutely extraordinary results.
Fragrance is graduallybecoming part of a brand’s image and can help to promote a product on an equal footing with other marketing tools. Scent can be memorable, help create the right environment and influence the success of an event.
What does it take? You need to be smart about choosing that one “miracle flavor” and predicting its effect. With the huge variety of people’s tastes, it is not so easy to do this. But despite this, experts who understand the effects of flavors have long ago identified possible links between certain flavors and reactions to them in people. For example, based on their research, the best scents for supermarkets, boutiques, clothing stores, home appliance stores, etc. have been identified from the mass of data obtained:
- the most appropriate odor for grocery stores is considered freshness – watermelon and cucumber;
- in cafes, restaurants, bars, pastry shops are perfectly perceived aromas of mango, coffee, chocolate and coconut liqueur, and for a festive atmosphere will be ideal strawberry or the smell of gingerbread;
- for clothing stores – a scent of richness and calmness is needed (sandalwood, lavender, vanilla);
- The smell of lemon, tangerine, coconut and fresh flowers is suitable for beauty salons;
- to the travel agencies for exotic fruits and the sea;
- in fancy hotels, mango and rose scent;
- in medical settings where you need to relieve feelings of fear, vanilla and rose scents can help.
- in bookstores, the smell of coffee, cookies, and invigoratingly concentrated oils or spices. Or the smell of office supplies, freshly printed presses, or paper….
Why would this be necessary when said stores are already full of all sorts of odors? And no, in most office premises prevail not always pleasant to outsiders odors (chemical, stagnant air, dust, etc.), in cafes – with improper ventilation – the smell of smoke or not always pleasant odors from the kitchen, and in stores, due to the constant operation of refrigerators and other means aimed at maintaining sterility, among the odors sometimes you can distinguish only the chemistry department, or the smell of freshly cleaned with chemistry floor…. Don’t believe me, take a sniff between the rows. Besides, most of the packages of modern products are airtight, and the air is continuously filtered by numerous air conditioners. Therefore, where in such an atmosphere to take those favorite smells, by which in normal conditions, a person judges about the freshness of products or emotions associated with their use! 😉
By the way, aroma-technology can also be used to neutralize unpleasant odors. For example, fish departments in the West have long and successfully sprayed the smell of lemon for this purpose and put cut lemons next to the fish cooled on ice; vegetable departments – put citrus fruits in the rows most accessible to the sniff.
Thus, today, aroma marketing can help a business stand out in a pleasant way, and gain a unique insight in the eyes of the consumer. This kind of attention-grabbing can increase the consumer’s opinion of your services and products, and therefore help you gain a strong foothold in your market.
Surely you will be interested in who can be engaged in such non-standard procedures – “aromatization” of commercial premises and attracting the aroma of customers passing near the buildings in which the commercial premises are located? In fact, there is a whole industry called aroma design!
The main task of aroma design is to create a certain aromatic atmosphere, which solves the set goals best of all, regardless of the conditions, tasks and peculiarities of the customer.
Automobile companies are especially leading in the application of aromacology capabilities. They face the task of neutralizing the natural odors of a new car (which are not pleasant to all drivers). In their sphere of activity includes the development of a unique odor for a particular brand, and sometimes for each specific model series. After all, the car is the place where most of us spend a lot of time, and most of us, of course, would like to spend it with maximum comfort. By the way, you are right, scented “Christmas trees” and other fresheners for the car, can also be attributed to a kind of aromadesign. The only disadvantage is that their odor quality and duration of use significantly loses to the real tricks of aromadesign.
Work in this industry is very laborious and requires serious training in aromacology and in-depth knowledge in the field of marketing.Nevertheless, specialists in this field are positioned exactly, kakaromadizayners. In ultra-modern cities all over the world, serious companies have long been stocked with these groups of specialists.
By the way, you probably already have a ripe question, and whether these numerous fragrances of shopping centers, cafes, stores are not harmful? It is a logical question. But experts in aroma design assure: aromatic substances, unlike essential oils, which are used in aroma marketing, are studied down to the smallest constituent parts and are completely safe for humans, and can not cause allergic reactions. You bet, the production of real masterpieces of aromadesign, which even the famous perfumer Suskinda, Jean-Baptiste Grenouille, would envy, are selected and developed taking into account a variety of conditions (target audience of customers, the sphere of application, age, preferences, etc.)! Fragrance is a delicate matter, and if you make a mistake, you can get the exact opposite effect! Moreover, different people may have completely individual associations with odors. Therefore, the development of attractive odors is extremely difficult, and among unprofessional attempts to attract customers by smell often happen failed “aroma-campaigns” ….
The most important thing is to approach everything wisely! Never forget that!
Marketing research, as well as Internet marketing you can order in the branding agency KOLORO.
