11.6.09 The fifth sense
We have five senses so it’s only natural that we use all them as often as we can. But, when it comes to marketing, it seems that one sense is left out time and time again: scent.
I recently read an article by Harald H. Vogt called “Don’t Turn Up Your Nose At Scent Marketing”, that posed the question – why have companies not branded their own signature scent? I mean, websites really couldn’t do anything in this field…well, not right away that is. So the most obvious question is why haven’t stores, products, or, even print advertisers utilized this sense?
Scent is something that helps trigger emotions and memories. How have we gone so long without thinking something like this would be useful in the marketing world? Some stores have done this, but unintentionally. For instance, a bookstore or a paint shop all have very distinct smells. So much so that when people smell it outside of that particular store, they are instantly brought back to the last memory of reading a book or rehabbing a room. And unless you are a stressful reader or a wound-up painter, these generally trigger other emotions of relaxation or creativity. Regardless of the emotion, unless it’s a bad one, the person is going to be reminded of store and maybe even be tempted to go back.
So brand managers, small-business owners, CMOs and whomevers – when are you going to complete your in-store sensorial experience? When are you going to cater to the sense of smell?
In this industry it’s all about taking risks; being innovative; trying new things. Who’s up to the new challenge? Maybe you’ll want to read up on it a little more. Go ahead and take a gander at Vogt’s article, and remember to smell the roses along the way.
Thanks for reading,
Sharon