Experiential 4D Effects And Scent Marketing

Challenge – Business brands actively test their brand’s ability to stand apart from the competition to achieve optimum consumer brand recognition.

Benefit – Brand strategies that incorporate sensory engagement with experiential 4D effects and scent marketing enhance the power of brand persuasion by directly appealing to our memories and emotions.

Follow Your Nose

The power of scent marketing can tell brand stories as well as enhance engagement with products and experiences. The Social Issues Research Center published The Smell Report which explained, “ The perception of smell consists not only of the sensation of the odours themselves but of the experiences and emotions associated with these sensations. … Our olfactory receptors are directly connected to the limbic system, the most ancient and primitive part of the brain, which is thought to be the seat of emotion.” Marketing strategies are designed to appeal to people’s emotions by demonstrating benefit, relatability, need, and desire. Experiential marketing brings another level to selling products and services by triggering moods, memories evaluations, intentions and behaviors with scent cognition.

Research shows:

• Our sense of smell influences about 75% of our daily emotions
• Fragrances influence moods both positively and negatively
• Smells can affect our perceptions and evaluations.
• Scent-preferences are a highly personal matter pertaining to specific memories and associations.

Scents Sell

Our daily lives are peppered with the power of brand persuasion and brands can motivate responses by interacting with our human senses. Experiential 4D effects and scent marketing has been shown to influence purchasing behaviors as different fragrances and pungent odors evoke physical responses. For example, studies show that lavender scents are calming while the smell mint is energizing. There is an understanding that such nuances can help define a brand as unique and special using smell as the catalyst that brings it to life.

According to an American Marketing Association release (https://www.ama.org/2019/11/06/press-release-from-the-journal-of-marketing-does-smell-sell-how-ambient-scent-improves-shoppers-mood-and-spending/)
“Studies indicate up to a 40 percent improvement in mood when one is exposed to a pleasant fragrance. People are naturally inclined to spend more time in places when they feel good, which is why scented environments have been shown to cause an increase in ‘linger time.’” Increased time with a brand increases the chance that this specific product will make for a purchasing decision. Giving a hint of positive aroma becomes a subtle stimulus that can encourage and boost sales.

Experiential 4D Effects and Scent Marketing Advantage

By its very nature, experiential 4D effects and scent marketing has been more multisensorial than traditional mass marketing. We are all familiar with the concept of enabling and encouraging potentials to actively engage and interact with brands, products and services; the difference between letting customers experience benefits for themselves, as opposed to being told about them. Mental connections to brands are indeed strengthened by physical interactions. And yes, an individual’s actual experience with such a commodity can be an incredibly powerful marketing tool to drive sales, improve brand image and perception as well as increase brand awareness and win a loyal customer following.

Memory research by the Sense of Smell Institute indicates that while people’s visual recall of images sinks to approximately 50% after only three months, they recall smells with a 65% accuracy after an entire year. Similarly, a study carried out at the Rockefeller University shows that in the short term we remember just 1% of what we touch, 2% of what we hear, 5% of what we see, 15% of what we taste and 35% of what we smell.

SensoryCo’s atmospheric technologies creatively envelop a brand’s surroundings to impress upon human behaviors that lead to brand attachment by delivering scents, sprays, and smoke to successfully command a person’s attention. Promotional marketing, mobile tour marketing, outdoor digital experiences, video walls and point of sale displays can target the olfactory system with elemental aromas that give concept display relativity. SensoryCo scent and aroma systems are designed to awaken the senses and enhance brand development by suggesting a brand’s message and focusing it to the mind to motivate participation and action. SensoryCo makes environments more realistic by adding sensory stimulations that mimic the same variances in real life. Rain, smoke and smells are combined to enhance environments, giving purpose to experiential marketing techniques and imagery, much like the elements of real life.

Sample Application Utilizing Experiential 4D Effects & Scent Marketing

 

 

SensoryCo Experiential 4D Effects & Scent Marketing Products & Services