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Multisensory marketing is a concept that has established itself as a leading technique for engaging with consumers and building brand loyalty. Traditionally, marketing and advertising has been dominated by highly visual and audible media, and the other senses of smell, touch, and taste have been largely neglected.

However, brands with physical spaces are now having to work harder than ever to compete with encroaching dominance of online commerce, and this has led to the rise of the immersive and multisensory experience. This makes use of more than one or two of a customers’ senses to create a more memorable impression.

Scent and emotional memory

Our sense of smell is directly linked with the limbic system, which is part of the brain that is responsible for processing emotions and memory. You may have had the experience of  catching a waft of a particular scent and immediately recalling a place or person that you associate it with. This is why scent can be such a powerful emotional trigger.

When used in a marketing context, a carefully selected fragrance can evoke a positive response and build an emotional connection to a place, whether it’s a retail store, a hotel, a gym or health spa. This can increase the amount of time customers spend in the space, and enhance brand recognition and recall.

Consider the context and be careful with intensity

When using fragrance as part of your marketing strategy, choose one that doesn’t create an uncomfortable sense of disconnect between the scent and the location. For example, in the gym you would want to use a fresh clean or citrus scent, rather than a heavy and soporific floral scent. 

Also consider using a scent diffuser machine to ensure that the fragrance is distributed evenly throughout the space, and is neither too overpowering nor too faint.

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Benefit from a free consultation session with no strings attached. Our team is here to help find the perfect scent marketing or odor control solution for your business.

Your details: