Science indicates that in terms of engaging our senses, human vision has exactly three receptor genes, and taste has five. But…did you know that the sense of scent has an astounding 350 odour-receptive genes?? It appears that nature has designed us to be highly responsive to the power of scent…yet majority of brands’ communicate with their customers through audio or visual mediums.
Martin Lindstrom discusses this issue in his book ‘Brand Sense: Build Powerful Brands Through Touch, Taste, Smell, Sight and Sound. His research suggests that “Smell influences about 75% of the emotions we generate everyday”. “With the right smell, you can create an emotional and extremely deep relationship between your brand and your customers.”
There are some industries that are currently using scents- such as hotels, casinos, restaurants and shopping centres – however the use of scent in events and exhibitions, is only just beginning to make an appearance. However, with there now being at least 100 scent-consulting companies, serving a $500 million market, it is unquestionably a fast growing and significant appearance!As majority of events are about relating a customer to a brand/product or creating an emotive/connecting experience. It is no wonder that event organisers are starting to catch on to this multi-million dollar trend.
So what are some examples of different scent-stategies?
Billboard smell – Saturates a space with a scent that extends well outside it’s area. For example the smell of popcorn or onions that can be smelt aisles away. This will be sure to draw your delegates in.
Thematic smell – These are smells that compliment the mood or décor. Think day spa’s. This will assist in making your delegates feel relaxed and in a welcoming environment.
Ambient smell – This type of smell is much more functional and used to cover other bad scents that may effect the atmosphere of your event. Similar to a restroom air freshener.
Signature smell – Individual scents that are developed specifically for you or your brand. The idea is, when delegates smell this particular scent, they will automatically associate it to your brand or a particular experience. For example, Palazzo Versace – Gold Coast has a distinct signature oil scent when you walk into their lobby.
How can different scents attract different target audiences? Here are a few examples of what various demographics respond to, based on gender and age:
Males – like the smell of new cars, tires, grass, pine, wood and apple crumble.
Females – like floral fragrances, vanilla, lavender, musk and sweet scents.
18-35 year olds – enjoy bubble gum, coffee, baby powder and axe-like colognes.
36-50 years – respond to chlorine, suntan lotion, crayola crayons and play-doh.
51 and over – like grass, trees, ocean, snow and wood scents.
So how do you deliver the scent?
Nebulization – The most common and effective method. A fragrant oil is run through a mechanical device and dispersed in the air as tiny particles.
Dry-Air scent delivery – The fragrant oil is embedded in a cartridge and a fan blows the scent around. This is the cheapest option, but delivers a less accurate scent.
Ionization – Applies an electric charge to the fragrant oil that breaks it into tiny particles. It is then distributed by airflow. This method is the most expensive.
Finally, Rutgers University study indicates that people are 14% more likely to make a purchase in an area filled with a pleasant scent, and Information Age indicates that customers may be 40% more likely to linger in an area with a desirable scent.
Studies also indicate that while 50% of people can remember something they saw three months later, 65% can recall something they smelled for as much as a year afterward. Don’t you want to make your events memorable?
It’s time for event management companies to follow their nose and smell the growing potential of scent-marketing.
We’d love to hear your comments about this topic, or alternatively if you would like us to organise a scent strategy for your event, email us at laurenh@theforumgroup.com.au.
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