Using sense of smell to enhance your branding power
Giving your brand an edge is more important than ever before. From scents to interactive ads, marketers are trying harder than ever to grab your attention. Motorola created an ad that lets you change the color of a printed page before your eyes; billboards ad have been lit aflame, and now brands are appealing to your sense of smell. You may not realize it, but you have probably already been exposed to scent technologies. Scent branding is being used by boutiques, museums, and everything in between.
Why use scent? The sense of smell is one of the strongest and most powerful triggers for emotional memory. And, if used in the right way, scent branding can enhance customer experience in a pleasing manner. It can also drive purchases as well. If your scent evokes a happy memory, people are more likely to buy it again and again.
Recently, India published its first scented newspaper ad. Johnson and Johnson placed a full-page advertisement in “The Times of India,” “The Hindu,” and “Malayala Manorama,” all of which were infused with the smell of J&J’s baby powder. As more and more publications are losing out in the digital age, making print advertising exciting, innovative, and fun, is paramount. And let’s face it, everyone loves that “baby smell,” so not only did people enjoy the ad, it encouraged people to pass it around and talk about it; which is exactly what you hope for in any marketing campaign.
The best direct mail campaign ever in history
Scent targeted marketing has even expanded to the pet market. A cat litter warehouse, looking to draw attention as they launch, chose a direct mail campaign. But they needed a way to insure their advertising did not wind up in the trash, so they decided to use scent. They infused their postcards with catnip and kitties went crazy for it; see their reactions here. As soon as the mail arrived in their human’s mailboxes, the cats were pounced, immediately drawn to the scent. And when the cats like something, the owners take notice, which insured the ad, for the most part, was noticed and not discarded.
The same is true for print advertising. Creating an ad that makes your readers stand up and take notice is what the difference between and effective campaign and one that flops. So why not engage the customer’s senses and draw them in to your product? At the very least they will be likely to talk about the novelty of scented ads, something you just cannot get through digital advertising.