O que não te contaram sobre Marketing Olfativo

E SENSE MARKETING OLFATIVO

31 May 202207:04

Summary

TLDRThe video script introduces the concept of olfactory marketing, explaining its power in positively impacting customers and boosting sales through the use of fragrances. It emphasizes the importance of choosing the right scent aligned with the brand and the consistent experience of this scent to create a strong olfactory identity. Strategies include diffusers, home sprays, and automatic devices to ensure customers associate the scent with the brand, leading to increased customer retention and memorable shopping experiences.

Takeaways

🌟 Olfactory marketing is a strategy that uses fragrances as a means of communication through our sense of smell.
🎯 It can positively impact a brand by increasing customer engagement, product consumption, and sales.
🤔 Not just any fragrance will do; it must be carefully selected and tailored to the brand's identity and target audience.
💡 Olfactory marketing stimulates one of our strongest senses, with research showing we remember 35% of what we smell.
👃 Our olfactory memory is long-term, allowing us to recall scents and associated experiences long after visual or auditory cues have faded.
🌿 A well-chosen scent can differentiate a brand, providing new and unique experiences to customers.
🛍️ The use of olfactory marketing can encourage customers to stay longer in a store, increasing the likelihood of purchases.
🔄 Humans can retain more than 10,000 different scents, compared to around 200 different colors, highlighting the power of our sense of smell.
📈 The effectiveness of olfactory marketing lies in its ability to create a connection between the customer and the brand, leading to positive outcomes.
🛒 It can influence buying behavior by creating a pleasant experience, stimulating changes in mood and memory recall.
🌈 The key strategies in olfactory marketing include selecting the right fragrance, choosing the appropriate methods of dissemination, and maintaining consistency in the brand's olfactory identity.

Q & A

What is olfactory marketing?
-Olfactory marketing is a strategy that uses fragrances as a means of communication through our sense of smell, aiming to positively impact customers, increase sales, and enhance product consumption.
Why is olfactory marketing important for brands?
-Olfactory marketing is important because it can create strong, positive associations with a brand. Our olfactory memory is long-lasting, allowing us to remember scents for much longer than visual or auditory stimuli, making it a powerful tool for brand recall and recognition.
How does the human olfactory sense compare to other senses in terms of memory retention?
-Our olfactory sense is quite powerful, as we can remember around 35% of what we smell. Moreover, our olfactory memory is long-term, allowing us to recall scents associated with experiences much more effectively than through sight, hearing, or touch.
What are some benefits of using olfactory marketing in a store?
-Using olfactory marketing in a store can lead to customers staying longer, consuming more, and wanting to return to that location. The pleasant scent experience can also enhance the overall shopping experience and contribute to a positive brand image.
How many different scents can humans typically remember?
-Humans are capable of remembering more than 10,000 different scents, which is a significant contrast to our ability to remember only around 200 different colors.
What are the main objectives of olfactory marketing strategies?
-The main objectives of olfactory marketing strategies are to differentiate a brand, provide new experiences, communicate the brand effectively, stimulate the senses, and create long-lasting, positive memories associated with the brand.
What is the first step in applying olfactory marketing?
-The first step in applying olfactory marketing is choosing the right fragrance that aligns with the brand's identity, target audience, and objectives. This requires a thorough analysis and understanding of the brand and its market positioning.
How can the choice of olfactory marketing techniques vary based on the type of business?
-The choice of olfactory marketing techniques can vary based on the type of business by considering factors such as the physical space (e.g., store, restaurant), the target audience, and the desired customer experience. Techniques may include diffusers, scented products, or automatic spraying devices.
Why is consistency important in olfactory marketing?
-Consistency in olfactory marketing is crucial to ensure that customers always have the same olfactory experience with the brand. This helps in creating a strong brand identity and fostering customer loyalty through positive and memorable scent associations.
How can olfactory marketing influence customer behavior?
-Olfactory marketing can influence customer behavior by creating a pleasant experience that stimulates the senses, changes mood, and encourages a shift in behavior towards purchasing. It also aids in making the shopping experience memorable, which can influence future purchasing decisions.
What are some additional strategies to complement olfactory marketing in a store?
-Additional strategies to complement olfactory marketing in a store may include scented products that customers can purchase, branded scented candles, or even scented packaging. These help to reinforce the brand's olfactory identity and keep customers in continuous contact with the brand's scent outside the store.

Outlines

00:00

🌟 Introduction to Olfactory Marketing

This paragraph introduces the concept of olfactory marketing, explaining its significance in branding and customer experience. It emphasizes the importance of using fragrances as a communication tool through our sense of smell. The video aims to teach viewers about the strategies that can be employed in olfactory marketing and how it can positively impact customers, increasing sales and product consumption. The speaker highlights the misconceptions about olfactory marketing and stresses the need for a proper understanding of its strategies and application to achieve desired results for a brand.

05:01

📈 Key Strategies in Olfactory Marketing Application

This paragraph delves into the primary strategies used in the application of olfactory marketing. It starts with the crucial step of selecting the right fragrance that aligns with the brand and resonates with the target audience. The paragraph discusses the different ways fragrances can be used in physical spaces, such as using diffusers, room sprays, or automatic devices, and the importance of consistency in maintaining the brand's olfactory identity. The goal is to create a lasting connection between the customer and the brand, influencing purchasing behavior and creating memorable experiences that encourage repeat visits to the establishment.

Mindmap

Keywords

💡Olfactory Marketing

Olfactory Marketing refers to the use of scents as a means of communication to positively impact customers, with the goal of increasing sales and product consumption. In the video, it is highlighted as a powerful strategy that can differentiate a brand and provide memorable experiences to clients through the sense of smell.

💡Fragrance

Fragrance is an aromatic compound or mixture that can be used in olfactory marketing to evoke certain feelings or memories. It is crucial in the process of branding and customer experience, as it helps in creating an olfactory identity for a company.

💡Brand Experience

Brand Experience refers to the sensory, emotional, and cognitive responses that consumers have towards a brand. In the context of the video, olfactory marketing is used to enhance the brand experience by stimulating the olfactory senses, leading to a more memorable and positive interaction with the brand.

💡Sensory Stimulation

Sensory Stimulation involves activating the senses to elicit a response or reaction. In olfactory marketing, sensory stimulation is achieved by using specific scents to trigger memories, emotions, and even influence purchasing behavior.

💡Memory and Smell

Memory and Smell are closely linked, as the olfactory bulb is directly connected to the parts of the brain that are responsible for emotion and memory. This connection makes smells a powerful tool for evoking memories and emotions.

💡Customer Behavior

Customer Behavior refers to the actions and reactions of consumers in response to various stimuli, such as marketing efforts. Olfactory marketing aims to influence customer behavior by creating pleasant experiences that can lead to increased brand loyalty and purchasing decisions.

💡Brand Identity

Brand Identity is the set of visual, auditory, and olfactory elements that represent a company's image and values. In the context of olfactory marketing, the brand's identity is often associated with a specific scent that customers can recognize and associate with the company.

💡Professional Olfactory Marketing

Professional Olfactory Marketing involves the strategic use of scents by trained professionals to achieve specific marketing goals. It requires a deep understanding of the brand, the target audience, and the appropriate use of fragrances to create desired effects.

💡Consistency

Consistency in marketing refers to maintaining a uniform message, image, and experience across all touchpoints. In olfactory marketing, consistency means that the chosen fragrance should be present and experienced by the customer every time they interact with the brand.

💡Diffusers and Sprays

Diffusers and Sprays are devices used to disperse fragrances in a space as part of olfactory marketing strategies. They help in maintaining the consistency of the scent and ensuring that the fragrance is experienced by customers in the desired manner.

💡Adaptive Accident

Adaptive Accident refers to the concept of creating an unexpected or surprising element in a marketing strategy that can capture attention and create a memorable experience. In the context of olfactory marketing, it could involve using a unique or unconventional scent that stands out and leaves a lasting impression.

Highlights

Marketing olfativo is a strategy that uses fragrances as a means of communication through our sense of smell.

The proper use of olfactory marketing can positively impact a brand, increasing sales and product consumption.

It's not just about using any fragrance; the scent must be related and directed towards what the brand proposes.

Olfactory marketing can provide a brand with various strategies according to each type of business.

Humans can remember 35% of what we feel through smell.

Our olfactory memory is long-term, allowing us to remember scents for much longer than sight, hearing, or touch.

Our olfactory memory is strong, and we often remember places and experiences through associated scents.

Humans are capable of holding over 10,000 different scents in memory, compared to only 200 different colors.

Olfactory marketing is used to differentiate a brand and provide new experiences and sensations for clients.

Stimulating the olfactory senses of clients is a powerful way to create a connection with the brand.

When a brand uses olfactory marketing correctly, it can generate benefits and bring results for the brand.

Olfactory marketing can attract and influence purchasing behavior through pleasant experiences.

The main strategies used in olfactory marketing include choosing the right fragrance related to the brand and using the correct forms of application.

Consistency is key; customers should always have the experience of the brand's olfactory identity.

Using automatic diffusers can ensure customers always feel the scent, creating a lasting connection with the brand.

Complementary products can also carry the brand's scent, keeping the customer in contact with the olfactory identity even outside the store.