Aroma marketing may be as old-fashioned as word-of-mouth marketing, and even more historic. Since ancient times, sellers of open-air markets have used burning incense to attract passing people to their stalls.
1. In 2002, Coca-Cola launched Lemon Coke in Shanghai. Coca-Cola puts a spice into a machine with automatic sensing function and places it in the bus stop. When the person passes by, the taste sensor will automatically spray the fragrance, and the major newspapers will report on it. McDonald's later adopted this form of advertising in Beijing. At breakfast time, as soon as someone approaches the billboard of the bus shelter, the billboard will automatically play the sound advertisement of the McDonald's breakfast and scent.
2. The Japan Telecom Telephone Company (NTT) has developed a device that can generate fragrances in synchronization with the content of digital TV programs. It was well received at the "Digital Technology 2005" Expo held in March 2005. In the live demonstration of the 3-minute cooking program, the scent generator adjusts the appearance time of seven kinds of odors such as beef, tomato, oyster, black pepper, garlic, roasted garlic, and oyster sauce based on the image of beef, oysters, and oysters. strength. The scent of various food ingredients and seasonings is initially released, and a mixed odor is emitted as the dishes are cooked, and the intensity of each odor is divided into 10 levels.
3. On December 5, 2006, the California Milk Processing Committee issued a “Drinking Milk?” advertisement at a specific bus shelter in San Francisco, which would give the passers-by a scent of freshly baked chocolate biscuits. Special scented grease is applied to the mezzanine of the shelter, and the scent is close to 100% true.
In today's increasingly diversified world, companies of the same series of different brands of products in the design, physical and chemical properties, use value, packaging and services, marketing tools to imitate each other, as well as the technical content, use value of the product The phenomenon of gradual convergence.
Similarly, companies should also have their own unique personality, which is not only an important part of the corporate brand development strategy, but also a core requirement for the continuous shaping and development of corporate culture. While promoting olfactory marketing, some companies use aroma as an important indicator of their company's differentiation from other companies in the same industry. Furthermore, the difference in taste is introduced into the enterprise's image recognition system, forming an important part of the enterprise CI system - the olfactory recognition system.
Increasingly fierce market competition requires products with unique and unique personality. Enterprises need to convey the brand personality by transmitting unified information to consumers' visual, auditory, tactile, smell and taste. From the existing theoretical research, olfactory marketing research needs the theoretical support of heart and biology, which can motivate people's subconscious mind, and thus generate various emotional states such as memory and comfort, so the recognition of olfactory image is the most worthwhile. Admired.
Olfactory image recognition refers to the establishment of a specific scent to attract consumers' attention, memory, identity and ultimately form loyalty to the corporate brand.
At present, some excellent foreign brand institutions have raised the olfactory marketing to the height of the olfactory brand, thus promoting the construction of the olfactory brand. This kind of consciousness has also been slowly accepted by some large foreign excellent brand enterprises, and has achieved good results. More and more brand companies have begun to focus on olfactory brand building, including Starwood, BOSS, Marriott, SONY, ZARAHOME and so on. In China, olfactory brand awareness has also begun to sprout in major industries. In fact, just as your brand needs to be clear and eye-catching in terms of sight and sound, the sense of smell cannot be ignored. It just needs to be a faint scent that blends into a brand you don't notice on some occasions.
Hotel Scope Many of the five-star hotels in the Foreign Hotel Management Group enhance the in-store experience by distributing a unique fragrance in the lobby. And this unique fragrance is integrated into the brand, and another recognition besides visual recognition-------------------------------------------------------------------------------------------------------------------------------------------- Let the customer wherever he goes, but when he smells this scent, he will remember the pleasant experience he once stayed at your hotel.
Different hotels choose their own market according to their own market positioning. For example, business hotels will choose some elegant plants because their customers are mostly young and natural, advocating simplicity, prefer freedom, some resorts will choose sweeter. The warmth of the various fruit blends to make the customer feel at home. The spa hotel will choose a relaxing variety of petals. Conference-style hotels have to hold a variety of large-scale conferences, so there are a lot of participants in each meeting. In the limited space, more choices are made to refresh and remove the smell. Therefore, various hotels should be based on their own hotel location, or Choose the right hotel fragrance based on your customer base.
Car manufacturers and 4s stores
At the 2007 Frankfurt International Motor Show, every car manufacturer in the exhibition hall hardware and audio-visual to attract the most customers, BMW placed a side-source expansion device in its own showroom and chose the BMW design fragrance, a Time customers smelled, BMW chose the nose faster than the pace. Many guests first smelled the fragrance, and then found the BMW showroom. At the same time, BMW’s exhibition hall was crowded, and the olfactory marketing reached its popularity. It is also a good interpretation of BMW's brand and has been emulated by major US and Japanese automakers and 4S stores.
Business center and luxury store
The world-famous luxury goods LV uses the exclusive LV fragrance blended by international perfumers in its flagship store. The result shows that adding a corporate fragrance to the shopping environment not only reminds customers but also helps customers remember your brand. At the same time, it helps to increase the chance of the transaction. Customers shop in this environment. Because of the unique smell, it will take a little more time to store the items, so it is inevitable to buy more items.
It can be seen that olfactory marketing also helps the brand image of the merchant. "If the consumer often goes to a store that distributes fragrance, then he will get used to the aroma of the store. Therefore, the fragrance can not only shape the brand image, but also evoke The potential consumer desire for consumption has given him a sense of intimacy. Over time, when he goes shopping in other stores of the same type, he feels a bit out of place."
In addition, the international top airline Lufthansa is planning to make every seat in the passenger plane emit a mixture of honey, vanilla, hot bread and breast milk, so that passengers forget the discomfort and fatigue caused by the aircraft, like returning home. Aviation Singapore Airlines and French airports also use olfactory marketing to increase customer loyalty to their brands.
If you travel frequently in many countries, you will find that foreign fragrance marketing/smell marketing has covered the field, including the hotel car showroom CBD commercial center, winery, cinema, bank, cafe, restaurant, office building. A lot of scope, now when China has entered the era of rapid development, China has become a world market from the world factory, and the future China is a big consumer. Regardless of whether your company's brand is a established or mature brand, through the analysis of the role of consumer sense of smell, sight, hearing, taste and touch, it will truly and comprehensively understand the consumer's thoughts, feelings, and Purchasing motivation, needs and desires, thus completely subverting the understanding of the way consumers think and behave, and changing the future of the company.