Researchers at a psychology association in the United States have found that there is a close connection between smell, mood and early life experiences. For example, some special smells that were smelled before the age of 5 are still memorable after a few years, as if they happened yesterday.
Even adults, our memories can easily establish a connection with smell. If you may remember the smell of a perfume or scented oil that you smelled when you first met a friend or lover, or the smell of a food might return you to the first time you ate it.
How does the smell trigger such intense emotions and memories?
Brain anatomy tells us that the smell is first treated by the olfactory bulb of the brain, which starts from the inside of the nose and runs along the bottom of the brain. The olfactory bulb is directly connected to two brain regions that are closely related to emotion and memory: the amygdala and the hippocampus. Interestingly, visual, auditory (sound) and tactile (touch) information does not pass through these brain regions. This is why the sense of smell is more successful in triggering emotions and memories than any other feeling.
Smell advertising
Gerald Zaltman, a professor at Harvard Business School, said: You can't turn off your nose like a button (unless you are sleeping).
When you don't want to pop up ads on your computer, you can install an "Ad Blocker" to block or skip ads. These behaviors are conscious decisions we make to avoid advertising.
Humans breathe an average of 20,000 times a day. Breathing is a natural behavior. We seldom “consciously” breathe and consider the odor we are ingesting. This is because the smell affects our emotions and triggers memories on the subconscious level. This opened up a gap for scent marketing advertising, using the scent method to make the readers feel and remember the brand.
Some international brand companies in Europe and the United States have used the olfactory function to trigger deep memory, creating a marketing advertisement that transcends traditional TV and print advertising. Use fragrance marketing ads to attract their potential customers and intended customers to create a multi-sensory experience and create a unique advertising environment that caters to five senses.
What is scent marketing?
Scent marketing is a new marketing method that is different from traditional visual and auditory. It excavates the sense of smell of the human body, makes people feel comfortable or cheerful through cheerfulness, and retains and re-examines people, things and things. And reinterpreting the memory.
As a future advertising trend, scent marketing offers a different approach than traditional brand advertising strategies. Although there are still many companies that have not fully discovered its advertising role, scent marketing has produced huge advertising returns for companies that have already used it.
Scent marketing carrier
The carrier of the scent marketing is the fragrance diffuser, which is also called a commercial scent machine, a fragrance transmission system, aromatherapy machine and the like.
The carrier used for the large volume of space is the scent transmission system, which is suitable for various commercial places with a space of more than 2000m3, such as shopping malls, hotels, exhibition halls, etc. The fragrance machine was first used in the hotel industry, so it is also known as the hotel fragrance (hotel aroma)
There are two kinds of atomization methods for the fragrance machine, namely ultrasonic and two-fluid. The ultrasonic fragrance machine is suitable for the small fragrance space, generally below 300m3, such as conference room, hotel room or VIP room.
Aromatherapy essential oils are also called aromatherapy essential oils. When the fragrance machine starts working, the liquid turns into a gas and floats in the space. The fragrance oils have dozens of notes such as citrus notes, green notes, floral notes, citrus notes, oriental notes, oriental floral notes, leather notes, and so on. Fragrant type. When the company chooses the fragrance and fragrance type, it can combine the company's brand history, cultural connotation and other comprehensive results to choose a fragrance type suitable for its own brand marketing advertisement, leaving customers with a distinctive taste memory.
In summary, scent marketing is not a gimmick, it is a new trend of advertising development, but also the innovation of traditional marketing or traditional advertising.
