Scent Marketing Is

Good for Your Health

“Mind Control at Retail” Seminar Consumer Healthcare Products

Association September 12, 2012

The importance of smellConsumers were asked which of their senses

where the most important when recognizing brands

0%

10%

20%

30%

40%

50%

60%

Sight Smell Sound Taste Touch

What’s going on inside your customer’s brain?

Sensory input comes in at a rate of 11 million bits of information per second.

Our conscious brain can only process at best, 40 bits of information per second.

Your customers’ conscious minds are only the tip of the iceberg

Dive into their subconscious decision making areas using scent marketing

hippocampus

Why the sense of smell is so powerful

“With all of the other senses, you think before you respond, but with scent, your brain responds before you think.” (Vlahos, 2007)

Smell is directly connected to the emotional & memory centers of the brain. (Herz 2002)

Scent marketing can be effective even when it is under the conscious level of awareness. (Li, et al. 2007)

75% of emotions are generated by smell. (Bell and Bell 2007)

We are 100 times more likely to remember something that we smell than something that we see, hear or touch. (Vlahos 2007)

Scent touches us in lasting ways

Scent has been shown to impact how consumers: Evaluate

products

Decide to buy a product

Spend money & time

Feel

Scent boosts salesGrocery - sales tripled when ambient scent was added.

Restaurant - 15% more time and 20% more money spent in a scented environment versus non-scented.

Retail clothing store - sales almost doubled on days when a scent was used.

What do you feel when you smell…?

= alert, bracing, sharp, energized

= comfort, trust, reliability

= clean, happy, energetic, fresh

= calm, relaxed, soothing

Use of scent in OTC marketing supported by:

The growth in alternative medicine

Increasing number of products and brands competing for customers

Green movement and emphasis on natural ingredients

Scent possibilities at multiple

customer touch points

Brand or Product

Product fragrance & flavor

POS shelf or display scenting

Scented packaging

plastic, box or label

Bus shelters, promos

and events

Scented direct mail,

coupons & ads

The smell-taste linkFlavor is 70% smell and only 30% taste

Enhancing the smell of your product can make it more palatable to consumers

Use iconic flavor/smells in marketing to reinforce your brand

Making a difference where it counts76% of purchase decisions are made in the store, and 50% in the aisle.

39% of consumers choose a brand to purchase while in the store.

Almost 30% buy in a category they didn’t plan to buy.

* Research by Miller Zell and OgilvyAction

Make your packaging work for youWhat is this medicine going to taste like?

I hope it doesn’t smell bad!

I like that flavor/ smell. I’ll definitely buy this (and again and again)!

Scented packaging methods

Packaging can be scented in many different ways:– Labels

• Scratch ‘n sniff • Rub n’ sniff

– Canister insert – Integrated into material

• Cardboard box or blisterpack• Plastic container

– Caps, covers and openings

Draw consumer’s attention

Stimulate impulse purchases

Encourage tries by first time buyers

Final push to get them to choose you over a competitor

Scenting at the point of sale

What to choose…?

POS scenting can save you money

Small scent diffusers can be attached to shelves or incorporated into cardboard POS displays and racks

• Timer activated• Motion activated• Continuous • User activated

Point of sale scent methods

Scented advertising

“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” John Wanamaker According to a study, scented print ads were read almost 20% more than non-scented ads. (GfK MRI Starch Advertising Research 2012)

Your turn…

How can you use the power of scent to:

Increase sales

Reinforce your brand

Enhance customer experience

Preview flavors

? ? ?

Learn more about how to use scent to strengthen your brand and boost your sales at

Jennifer DublinoJennifer@scentmarketing.org

561-400-0009www.scentmarketing.org

www.scentworldevents.com