Every day more and more companies are going for new ways of creating relevant connections with their customers. Among these innovative techniques, the increasingly popular olfactory marketing is one to be highlighted.
Belonging to a branch of marketing known as sensorial marketing, which seeks to captivate potential customers through their senses, olfactory marketing uses, as its name suggests, the sense of smell as a channel to evoke positive sensations of a strength that would be impossible to reach through sight or hearing.
Many recent studies give smell the relevance that it has been denied until recently, showing that one of the reasons that make aromatic compositions such powerful tools is their ease to evoke childhood memories, sensations and feelings.
That is why, despite the fact that marketing campaigns continue to be mainly aimed to captivate our eyes and ears, fragrances play a more important role than one might imagine when influencing our mood and the decision-making associated with it.
These techniques, which seek to captivate us through our nose, may be applied in any type of business or institution, seeking from exalting the qualities of a product to promoting the work capacity and well-being of the workers of a company.
Current applications of olfactory marketing can be found, among many other places, in coffee shop chains that, with their smell of delicious freshly brewed coffee, invite us to consume and enjoy a sensory experience. It is also commonly used, surprising as it may seem, in the automotive sector, for which fragrances are manufactured even to extend that characteristic new car smell.
These two examples may be surprising, but they are only two small samples of the wide range of possibilities that this advertising practice covers today.
But how did olfactory marketing get to where it is today? Where did this idea come from?
Olfactory Marketing: Past & Present
Although it was not until the 90s that the term “olfactory marketing” was coined in the USA, human beings have always had a natural predisposition to appreciate the aromas that surround them, just like they have always aspired to produce certain sensations through the use of fragrances.
Thanks to science and research, the most revolutionary advances in this sector have occurred in the last forty years. Hotels were the pioneer businesses in applying these fragrances in their lobbies using innovative diffusion methods.
Nowadays, among the most groundbreaking applications that can be found in fragrance marketing, stands out the development of odotypes. Just like a logo is the visual symbol selected to represent a company, an odotype is the aroma developed to represent a business, institution or franchise with its scent notes.
Large companies perfume their stores with customised fragrances to project an image of cohesion and uniqueness in the customer’s mind while enhancing their experience.
When it comes to create and choose an olfactory brand identity, a pleasant smell is not the only important feature, just as the creation of a logo does not rely only on its attractiveness. Both creative processes seek a design that chimes with the objectives, values and products of the entity that they represent.
Development of fragrances for the olfactory marketing sector
At Destilerías Muñoz Gálvez, we collaborate with sensory and olfactory marketing agencies all around the globe, developing fragrances designed to create odotypes unmatched in quality.
Our professional staff has extensive expertise in the development of essences that are individually adapted to the needs of each project and customer, thus making these aromas the protagonists of countless sensory experiences.
If you are looking to develop a memorable fragrance to link to a brand, business or product, contact us and discover how we can help you find that perfect scent to meet your goals.