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Olfactory marketing: the last frontier of emotional communication

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The idea of ​​influencing behavior through the scents dates back thousands of years ago. We witness in the Bible, Babylon, Egypt, India. In 970 d.c. the Chinese had discovered that perfuming their thirst, they were sold more easily to the merchants who came from the west. Throughout history, therefore, perfumes were used for their ability to affect emotions and moods. The term olfactory marketing is coined in the US in the early 90s of the twentieth century. From the beginning he conquered the podium of the major advertising strategies: application of psychology to the marketing of smell proved, in fact, immediately winning. In this approach, to induce the customer to buy, and need to use a communication of stimuli. Experience is memorable when they can get deep into the psyche of the client and to stay a long time, associated with feelings and pleasant memories. Prolonged exposure to these experiences form a deep bond between the customer and the company, which in this way enters the top positions of the ranking unconscious services and products considered as “favorite”, then “purchased”. The code olfactory work in depth, olfactory stimuli are first processed by the brain and only later codified rationally. This means that the organism is active in the brain and an instinctive communication apparatus that is independent from the restructuring rational slower. This naturally allows the immediate speed of response to external stimuli, thus allowing survival. Smell, in fact, respond to emotions, neuronal function, the immune system, the endocrine system and sexuality. The smell and ‘constantly active with the act of breathing, you cannot have a sense of smell. In addition, the scent has the ability to saturate the environment in which and ‘spread, giving a sense of well-being and positivity. The olfactory memory is not limited by time and space; In fact, when we perceive a flavor known, it activates a process of recognition and association: an image corresponds to a stimulus odorous psycho-emotional.

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Olfactory marketing, therefore, an integral part of the sensory marketing, creates olfactory actions that attract the consumer’s attention, when wanted, the place chosen for the required duration, in order to generate awe and remember the product / brand. In this regard it is important to remember that plays a decisive role the olfactory logo chosen because it informs the entire system of values ​​and media communication with the consumer. It promotes and strengthens the company’s image, enhances and emphasizes products / services and allows you to be remembered. Psychologically the aroma is instinctively associated with something good, positive, it gives a perception of quality. It’s enough to quote the immediate association between the smell of vanilla and Borotalco, producer of talc in the past and’ unknowingly created an olfactory logo. Market studies have shown that the memory of a brand increases in environments with a pleasant smell. Specifically and ‘it found that the recognition of 64 brands tested grows by 67% in the absence of perfume, 78% with a perfume not congruent, to 89% in the presence of a perfume congruent. The initiative’s success has inspired many important companies, to name a few: big hotel chains like Sheraton, Hilton and Ritz; restaurants and bars as Hard Rock Cafe ‘Coffee and Starbucks; Lexus cars and the Paramount; Disney, Sony and Samsung. Even in America some banks smell checkbooks with rose oil to encourage customer loyalty.

Through the implementation of an olfactory marketing we have been able to improve the perception of waiting times, transform information and increase sales. That which is important to invest in a nutshell, is to find the right combination of factors to consider such as the brand of the activities, function / purpose of the fragrance and the environment to perfume.

 

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Francesca Granatiero
Francesca Granatiero nasce a San Giovanni Rotondo, classe 1988. Frequenta il Liceo Scientifico a Manfredonia per poi intraprendere, conseguito il diploma, la facoltà di Ingegneria Gestionale presso il Politecnico di Bari. Iscrittasi al corso di Laurea Magistrale in Ingegneria Gestionale presso lo stesso Politecnico di Bari consegue il titolo di Esperto in sistemi (SGA) per la gestione delle PMI. Diventa referente e scrittrice per la rivista Close-up Engineering nel settembre 2014 ad oggi. Consegue la laurea in Ingegneria Gestionale Magistrale nel dicembre 2015. Pur avendo un’impronta scientifica e assorta nell’ affascinante mondo dell’ingegneria, è molto appassionata di letteratura classica. D’indole “sognatrice” nel tempo libero ama leggere e viaggiare.