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ScentAir
launches the Sweet Smell of Success
Imagine
the smell of freshly mown grass and the memory of summer that it
brings - well that's exactly what ScentAir is launching into the UK -
Scent Marketing.
Welcome to the new frontier of
marketing. ScentAir UK is bringing the entire concept of sensory
branding into the UK &ldots;.and it smells great. Our sense of smell
is handled by the part of the brain that processes memory, so scent
often triggers an emotional response and positively impacts on both
sales and a person's contentment rating.
ScentAir has developed powerful
ways of delivering scent to the Hotel environment, ways that deliver
hard results that are being felt from Disney World in Florida to
Bloomingdales in New York - and then on to the worlds of casinos,
international hotel chains, shopping malls, offices and even dentists!
A Las Vegas casino infused a
pleasing scent into its slot machine area and revenue, in scented
times, soared by nearly 50% ! People are more likely to buy from a
scented room - and are happy to pay more! Aromas mean people solve
problems faster and they makes productivity rise.
Over 1500 scents are offered and
equipment is provided free on loan. Scent costs are low and machines
are programmed to release fragrance on a timed schedule or triggered
by motion sensors.
Scent is the sense linked most
closely to memory - people recall smell with up to 64% accuracy, even
a year later and tend to become emotional when exposed to the scents
of their youth.
Harnessing this power, and using
it to win attention for products outside the perfume and potpourri
industry, is the goal of this emerging, sense driven revolution. It's
being headed by ScentAir in over 80 countries and is one of the
World's fastest growing marketing brand tools!
* The Las Vegas casino infused a
pleasant scent into an area containing slot machines and compared
turnover in times with and without the scent. Total revenues during
the scented times were 45.11% higher!
* 84% of people are more likely
to buy the shoes in a scented room and many said they would pay
around $10 more for the product in the scented environment!
* Volunteers performed
puzzle-solving tasks 17% faster when exposed to a floral scent.
A Japanese company discovered
that lavender and jasmine soothed data entry operators, while lemon
increased production by up to 54%.
How
Scent Marketing Works
There are over 1000 different
types of "olfactory receptors" in your nose (compared to
just four types of "rod / cone" in the eye), so it isn't
surprising that smell is your most powerful and acute sense.
These receptors communicate
directly with the brain's Limbic system, which controls our emotional
and sexual response as well as our artistic abilities. Aromas link
directly into memories and emotions. Think of the smell of a new born
baby or the ink from a freshly printed magazine - and you are there.
The human sense of smell (or
olfaction) is 10,000 times more sensitive than taste, with around
400,000 identifiable odours present in the world. Yet often we are
left with a tip-of-the-tongue feeling - a smell we recognize, are
stirred by, but can't quite place.
Aromas break down into three main
areas; Top Notes; which give the first impression of a fragrance,
this initial stage is the most volatile. Middle Notes; where, a few
moments after a fragrance is encountered, the heart of the fragrance
is revealed. Lastly, there are Base Notes, which become more
pronounced over time and is the longest lasting part of the fragrance.
Each of these is divided into
classes where the different types of smell belong - such as orange
and lemon, which belong to the citrus class of the Top Notes, and the
cedar and mossy smells from Base Notes' woody class.
Exposure to these triggers strong
emotional responses - Melon draws feelings of friendliness,
youthfulness and happiness. Vanilla makes Americans think of comfort,
whereas the French consider it elegant and feminine. But in some
Asian countries, it is felt to be sticky and syrupy. Woody (and
musky) aromas such as Sandalwood score highest for sensuality among
U.S. females.
When Rolls-Royce buyers began
complaining in the mid - 1990s that their new cars didn't live up to
their predecessors, researchers tracked the problem to its source -
the smell! Using a 1965 Silver Cloud as a reference point, the
company recreated the aroma and now sprays it under the seats to
re-create the scent of this classic car.
Scent marketing is an immensely
powerful tool that offers the ability to sculpt a unique environment
for a company, rounding-off their customers' experience by engaging
memory and emotions through the sense of smell. Aromas trigger
memories. Memories influence emotions. Emotions set moods. And moods
dictate reaction. It's a powerful reality.
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