The marketing world continues to innovate and expand. Including scent marketing in your strategic efforts will solidify your place as thought leaders in marketing circles. The addition of scent promotion in marketing conversations is not mere conjecture but has scientific backing.
Understanding your space, brand and marketing intentions will better help you identify the relevant type of scenting for your company. Accompany the visual cues of your business with these complementary scenting strategies that will create deeper connections with your clients.
Types of scent marketing
Looking to make a bold statement? Aroma billboards are the perfect way to achieve this as it is a scent immediately recognised by your clients. The best way to illustrate this is to think of real-estate agents that pop a few cookies into the oven before showing a house. The scent of these freshly baked goods set a cosy impression that gives buyers an idealised version of themselves living in that specific space.
Aroma billboards are therefore a scent that your clients will consciously take note of when entering your space. It will also become the aroma that clients immediately associate with your brand. This fragrance will consistently be present in all of your locations and act as a ‘billboard’ that is a bright and noticeable scent.
Cinnabon uses this strategically scented tactic. All of their stores, regardless of location or size use their distinctive sweet cinnamon scent. This familiar scent becomes a favoured experience by all of their clients.
Thematic scent marketing is a more subtle form of client engagement that is less specific than that of your aroma billboards. This is perfect for companies that are aiming to create a mood over advertising their brand. This form of scent marketing prioritises the overall atmosphere of a space and often works in tandem with the decor of the room.
You would have experienced thematic smells in luxury spas. The use of herbal or cooling mint aromas throughout the space is specifically curated to enhance your mood of rejuvenation and serenity. This form of scent marketing is incredibly relevant as businesses are able to create their desired atmosphere.
Ambient scent marketing
This is not a brand-affiliated type of marketing as it is not directly associated with your company or its branding. Ambient smells are seen as a background aroma that is neither overt nor explicit. Ambient aromas are used to fill a space or combat unpleasant smells.
On this basis, spaces such as your corporate bathrooms are the perfect example of the need and importance of ambient scenting. These larger spaces indirectly reflect on your brand as bathroom care reflect either neglect or continuous upkeep. Click here to read about the importance of corporate bathroom scenting.
Signature scent marketing
This form of scent promotion is specific to the company’s brand. Signature scenting is often found in higher-end establishments that are curating a holistic branding strategy. Signature scents are directly linked to either an event or brand that is creating a unique experience for their clients.
Using this scenting strategy will help establish your superior stature, as an establishment that prioritises all aspects of their marketing efforts. Signature scents will also show initiative and ingenuity as you prioritise all aspects of client engagements and association. Your company will, therefore, better direct its own narrative by stimulating primitive areas of the brain. Clients will be able to identify your brand before even seeing your logo.
Companies like Sun International and Abercrombie & Fitch use signature scent marketing to both entice and introduce a familiar scent to existing and potential clients.
Scent marketing is a powerful tool as it ties together all experiences and thoughts that clients have that pertain directly to your brand. This will help you create a seamless and positive association with your company. Click here to see which companies are using scent marketing and how you can incorporate their strategies into your own branded narrative.