Hey Reader,
Have you ever walked into a Starbucks and been welcomed by that cozy, inviting smell? It feels like a warm hug for your senses! But it’s not just freshly brewed coffee.
This is called “scent marketing,” and it’s used by big brands like McDonald’s, Apple, and Starbucks to create memorable customer experiences.
What is scent marketing?
Have you ever smelled something that reminded you of a meal your grandparent cooked when you were a child?
Has the smell of a certain cologne or perfume ever reminded you of a loved one, transporting you back to happy moments together?
Does the smell of a certain food, like your mom’s homemade pasta sauce or your favourite childhood snack, instantly bring back nostalgic feelings and memories?
Our sense of smell is closely linked to memory. That’s why scent marketing works so well. When we smell something familiar, it can take us back to a happy time and place.
When we smell something familiar, it can transport us back to a happy time and place.
Big brands create their own special scents to make you feel good and remember them.
How Brands Use Scent Marketing
- Apple: Apple’s unique scent, created by a famous perfumer, Christophe Laudamiel, captures the brand’s spirit: innovative, vibrant, and modern.
- McDonald’s: McDonald’s uses warm scents like vanilla, cocoa, cinnamon, and nutmeg to make you feel cozy and welcome. They also pump the scent of fries throughout the resturants.
- Starbucks: Starbucks uses a mix of roasted coffee beans, baked goods, and a hint of something special to enhance their cafes.
McDonalds scented billboard 🤯
Last month McDonald’s rolled out a new campaign in the Netherlands where their billboard were made to smell like their legendary fries.
Scent Marketing is great and it’s making a comeback
Scents can bring out strong emotions and make a deep connection with your brand.
A special smell can help people remember your brand more easily. In a crowded market, a unique scent can make you stand out.
Plus, a familiar scent can bring customers back because they connect the smell to happy memories.
Here are some simple ways to use scent marketing for your brand:
- Create a Signature Scent: You don’t need to work with a professional like Apple to create a unique scent that represents your brand.
- Use Scents in Your Space: Place scent diffusers in your stores, offices, or showrooms. Make sure the scent matches the atmosphere you want.
- Scented Packaging: Add a light scent to your packaging, like boxes or tissue paper, to create a memorable unboxing experience.
- Scented Touchpoints: Make sure your signature scent is present everywhere your customers interact with your brand, including at events. This helps create a consistent and memorable experience.
Be consistent by using the same scent across all touch points to reinforce brand recognition. Pay attention to customer feedback on your scent choices and adjust as needed. Also, don’t overwhelm customers with too strong a scent. A light, pleasant scent works best.
Try scent marketing and see how it can make your brand stand out and create lasting impressions.
With the right approach, you can make your brand more memorable and build stronger connections with your customers.
Let’s win together 🥇
Tristan
marketrnotes
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