Week 3-Never Forgets Your Fragrance

Week 3-Never Forgets Your Fragrance

Nowadays, in the powerful offensive of advertising of televisions and magazines and newspapers, consumers’ visual and auditory have been slightly numbed. At this point, seizing a keen sense of smell and using a delicate emotion connect products with consumers. Touched by the consumer in the detail’s aspect and grasping the market gap is in order to occupy the market gap. Therefore, the enterprise will have a broad space for development by adding the appropriate “smell” marketing.

Studies have shown that there is a particularly close connection in the human brain between nerve responsible for processing olfactory and central nervous by control emotion. Therefore, the odor will have a strongly influence on emotions of the people. Furthermore, the olfactory memory is much more reliable than the visual memory. The results of study by the U.S. research institutions revealed that the accuracy was 65% about people recalling smell one year ago, however, the accuracy was only 50% that people recalled the photos that be seen by people three months ago. Consequently, the smell is the same as the label. If the specific odor is made in order to attract consumer attention, memory and identity, the consumer psychology can be impacted to achieve a purpose that people are prompted to remember a particular brand and voluntarily purchase the related products.

Kraft Foods also have the use of the odour in magazine advertisement. Readers only need to rub a few points in the magazine advertisement, it will emit a taste of advertising products. Take an example for a full-page advertisement about Kraft Philadelphia cream cheese, the advertisement presents a picture of a strawberry cheese cake. The photo can exude the sweet taste of this dessert after the photo is rubbed by readers. In addition, the cinnamon coffee, cherry Jell-O and the taste of the white chocolate will also be rendered in different advertisement.

Many tiny sesame oil drops are covered in the advertising inserts of postcard size and use special techniques to make the oil droplets cannot crack overflow. Just ripped inserts, there will be a brand of perfume slowly escape. The famous British Rolls-Royce Motor Cars Company is inspired by the flavor page advertisement of disseminating olfactory symbol. The company makes readers smell the high-class leather flavor of the car seat in the incense page.

In 2007, the Germany of Farah Frankfurt International Motor Show, to attract maximum customers, each auto manufacturers achieve the best effect in the exhibition hall by the hardware and audiovisual. The BMW company placed side source type expansion sweet device  in their exhibition hall and select the flavor of BMW design. Due to the flavor, many guests come to BMW’s exhibition hall. The BMW choose a strategic that the nose is faster than the footstep. Many guests first smell the aroma, and then find the BMW showroom lead to full of people in BMW showroom. Consequently, the olfactory marketing not only attract popular, but also interpret the BMW brand. Moreover, the BMW is emulated by the major US-Japan auto manufacturers and 4S stores.

The world-renowned LV uses the exclusive LV flavor from international perfumer in their flagship store. The result shows that the aromatic odor of enterprises flavor is added into the shopping environment, this method not only remind customers and help customers remember their brand, but also is beneficial to enhance the opportunity of deal. Customers will remain and spend more time on shopping in this environment because of the unique smell that is inevitable that customers purchase more items.

The international top airline, Lufthansa German Airlines, intend to make each seat in the aircraft distribute the mixed aromas of honey, vanilla, hot bread and breast milk that will make passengers forget a sense of discomfort and travel fatigue at the moment of aircraft operation like at home. In addition, British Airways, Singapore Airlines and French airports and so on also use olfactory marketing to increase the loyalty of customers’ own brand.

In Singapore Airlines flight, you can feel a special flavor from stewardess body’s perfume, perfume on the hot towel and every corner of the whole cabin. The special flavor which called “Stefan Floridian Waters” has become SIA’s patented scent. When you listen to the name, Stefan Floridian Waters, you may think it is the name of the family. In fact, it is part of the image of Singapore Airlines, is a specific fragrance by specially designed. Furthermore, it has been registered as a unique trademark of Singapore Airlines.

When you walk into the first-class waiting room of the British Airways First Class as well as New York’s Kennedy Airport or London Heathrow Airport, the first thing that catches your attention is the unique smell, which is a kind of aromatics called Meadow grass. The airline regularly sprays air freshener to the aerial in the route, in order to strengthen the company’s brand image in its most valuable customers.

http://www.youtube.com/watch?feature=player_detailpage&v=85KftuY8kxQ

 

In conclusion, people originally construct perception of the world from five feeling including visual, auditory, tactile, taste and smell. In the past, we rely heavily on visual and auditory when we build the brand image. In fact, this is because most of company build brand through transfer media advertising. Nevertheless, a media restriction is mainly visual and auditory. Many companies use odor to stimulate consumer emotion and make consumer have a deep memory to their brand and product and then caused customers’ purchase motivation and increase the added value of the product. This is an upgrade of traditional marketing and it called Fragrance Marketing.