28 Feb The Power Of Scent
Our sense of smell is one of the most powerful senses we posses. According to the Sense of Smell Institute, humans are able to remember 10, 000 different odours and can also recall smells with 65% accuracy after a year, making smell the strongest sense we have.
The sense of smell is the only sense that goes directly to the emotion and memory centres of the brain. 75% of the emotions we generate on a daily basis are in fact affected by smell and the merest hint of something familiar can trigger a special memory or wonderful moments in our lives that we treasure for ever.
The reason for this is simple. It’s because there is a direct scientifically proven link in our brains between memory and smell. The olfactory bulb is part of the brain’s limbic system, which is really closely associated with memory.
Scent Marketing For Branding
Scent marketing is defined as using scent to set a mood, position a product or create a brand.
This incredibly close link between scent and memory is something which has not gone unnoticed by marketers.This is why they place a great deal of focus on choosing exactly the right fragrance or scent for their products and services. That is because they understand the importance of creating a perfectly harmonious balance between what a scented environment can actually do and how it affects people’s buying behaviours.
Research done by the Sense Of Smell Institute has proven that a scent enhances consumer moods and sales. Scent marketing is one of the fastest growing trends in the sales and marketing industry, sometimes referred to as aroma marketing.
Internationally, many leading organisations have recognised the power of scent and are scenting their environments in order to create a memorable and outstanding experience for their clientèle, as well as to ensure return visits to their stores or establishments.
Scent is not something that can be left to chance, or added on as an afterthought at the last minute.
The smell of a fragrance or the whiff of an aroma, no matter how briefly experienced, can unlock some of the best moments in consumers’ lives and transport them to places they had long forgotten.
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