Published on February 28, 2014
Scent Marketing Is Good for Your Health “Mind Control at Retail” Seminar Consumer Healthcare Products Association September 12, 2012
The importance of smell Consumers were asked which of their senses where the most important when recognizing brands 60% 50% 40% 30% 20% 10% 0% Sight Smell Sound Taste Touch
What’s going on inside your customer’s brain? Sensory input comes in at a rate of 11 million bits of information per second. Our conscious brain can only process at best, 40 bits of information per second.
Your customers’ conscious minds are only the tip of the iceberg Dive into their subconscious decision making areas using scent marketing
Why the sense of smell is so powerful “With all of the other senses, you think before you respond, but with scent, your brain responds before you think.” Smell is directly connected to the emotional & memory centers of the brain. (Herz 2002) (Vlahos, 2007) Scent marketing can be effective even when it is under the conscious level of awareness. (Li, et al. 2007) hippocampus
Scent touches us in lasting ways 75% of emotions are generated by smell. (Bell and Bell 2007) We are 100 times more likely to remember something that we smell than something that we see, hear or touch. (Vlahos 2007)
Scent has been shown to impact how consumers: Evaluate products Decide to buy a product Spend money & time Feel
Scent boosts sales Grocery - sales tripled when ambient scent was added. Restaurant - 15% more time and 20% more money spent in a scented environment versus nonscented. Retail clothing store - sales almost doubled on days when a scent was used.
What do you feel when you smell…? = comfort, trust, reliability = clean, happy, energetic, fresh = calm, relaxed, soothing = alert, bracing, sharp, energized
Use of scent in OTC marketing supported by: The growth in alternative medicine Increasing number of products and brands competing for customers Green movement and emphasis on natural ingredients
Scent possibilities at multiple customer touch points Scented packaging plastic, box or label Product fragrance & flavor POS shelf or display scenting Brand or Product Scented direct mail, coupons & ads Bus shelters, promos and events
The smell-taste link Flavor is 70% smell and only 30% taste Enhancing the smell of your product can make it more palatable to consumers Use iconic flavor/smells in marketing to reinforce your brand
Making a difference where it counts 76% of purchase decisions are made in the store, and 50% in the aisle. 39% of consumers choose a brand to purchase while in the store. Almost 30% buy in a category they didn’t plan to buy. * Research by Miller Zell and OgilvyAction
Make your packaging work for you What is this medicine going to taste like? I hope it doesn’t smell bad! I like that flavor/ smell. I’ll definitely buy this (and again and again)!
Scented packaging methods Packaging can be scented in many different ways: – Labels • Scratch ‘n sniff • Rub n’ sniff – Canister insert – Integrated into material • Cardboard box or blisterpack • Plastic container – Caps, covers and openings
Scenting at the point of sale Draw consumer’s attention Stimulate impulse purchases Encourage tries by first time buyers Final push to get them to choose you over a competitor What to choose…?
POS scenting can save you money
Point of sale scent methods Small scent diffusers can be attached to shelves or incorporated into cardboard POS displays and racks • Timer activated • Motion activated • Continuous • User activated
Scented advertising “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” John Wanamaker According to a study, scented print ads were read almost 20% more than non-scented ads. (GfK MRI Starch Advertising Research 2012)
Your turn… How can you use the power of scent to: Increase sales Reinforce your brand Enhance customer experience Preview flavors ???
Learn more about how to use scent to strengthen your brand and boost your sales at Jennifer Dublino Jennifer@scentmarketing.org 561-400-0009 www.scentmarketing.org www.scentworldevents.com
Statistics on OTC Use. ... These four attributes epitomize the value over-the-counter (OTC) medicines provide consumers ... Consumer Healthcare Products ...
View 293 Scent Marketing ... Scent Marketing: Less is More. Scent perception is actually enhanced ... Selling More Over the Counter Medicine & Healthcare ...
For more than 135 years, the Consumer Healthcare Products Association (CHPA) has served as an effective and vital advocate for the consumer healthcare ...
Our consumer healthcare products ... Read more about our Consumer Healthcare products. ... Theraflu is a leading brand of over-the-counter medicine ...
Advertise your medicines. ... any over-the-counter medicine, ... ask any of these organisations or the Medicines and Healthcare products ...
List of information about Marketing authorisations, variations and licensing ... Medicines and Healthcare products ... medicine; Cancel a medicine's ...
J&J offers consumer health care products for baby care, skin and hair care, oral care, nutritionals, pain relief, wound care, and more. Learn more here.