While branding often focuses on visuals and slogans, there’s a more subtle, powerful tool that many overlook: scent. The most underrated sense, but the most powerful.
75 per cent of our daily emotions are due to what we smell. Traditional marketing methods like visual advertising, social media campaigns, and email marketing are essential for building brand awareness, but they often lack the emotional depth and lasting impact that scent marketing can offer.
By engaging the sense of smell, businesses can connect with customers on a deeper, more emotional level, creating a lasting impression that other marketing methods can’t easily replicate. When customers associate a particular scent with a business, it becomes a part of their brand identity, helping them stand out in a crowded market. Scent marketing revolutionises the way people experience brands.
The ROI of scent marketing for small businesses
Scent marketing is valuable for small businesses that may not have the same marketing budget as larger competitors but still want to leave a lasting impact. Investing in scent marketing can yield significant outcomes for small businesses in several ways:
- Enhanced customer experience: By using pleasant scents, brands can create positive emotional associations, leading to a more favourable perception of the brand. Unlike other forms of marketing that can be seen as intrusive, scent marketing is subtle and immersive, enhancing the overall environment of a business. A cost-effective way to create a welcoming atmosphere that keeps customers coming back. For example, a retail store could use a light floral or citrus scent to create an uplifting environment, while a spa might use lavender or eucalyptus to promote relaxation.
- Differentiation on a budget: In markets where many businesses offer similar products or services, scent can set one apart without a hefty investment. A bespoke, signature scent becomes a memorable part of a brand’s experience, helping to create a distinct identity that resonates with customers. For small businesses, this differentiation can be a key advantage, offering a simple yet effective way to stand out.
- Building emotional connections: Scent has a direct link to emotions and memories, allowing you to create a deeper connection with customers. This emotional bond can lead to increased loyalty. For small businesses, building this type of loyalty can be crucial for sustaining and growing a customer base.
- Long-term impact with minimal maintenance: While digital marketing and visual merchandising require constant updates and costs stack up, scent marketing is a one-time or occasional investment that continues to enhance the customer experience passively. A well-chosen scent can have a lasting impact every time a customer enters a space, without the need for frequent changes or additional spending.
Key insights
- Use a light scent to create a welcoming atmosphere in your business.
- Create a bespoke scent to differentiate yourself from others.
- Add depth to traditional marketing campaigns by adding scent to your repertoire.
