Walk within a few feet of an Abercrombie & Fitch and all your senses are engaged: eyes, ears and nose are all fully utilized. Abercrombie pumps out its signature cologne, Fierce, in its stores. The “ambient scenting” does more than sell cologne, it sells the store and its brand.
Companies and event centers across the country are using aromas to sell and set the mood for a positive brand experience. For example, Westin Hotels is reportedly using a white tea fragrance in the lobby, and Mandalay Bay Casino and Resort uses a coconut spice aroma.
Prolitec Advanced Air Treatment System says it, “offers brands and marketers a powerful capability to use the scent of their product to promote it in a multi-sensorial communications program.” Prolitec lists on its website working with healthcare facilities, theaters, malls, airports, casinos, spas, convention centers, schools, fitness centers and many other categories.
Olfactory marketing is most effective because the scent triggers an emotional response and an emotional connection to the brand. Smell can be one of the most powerful senses. It also has a strong memory trigger as well. So the next time you are at a trade show, spray some cologne around the display (including the floor leading to your booth) and watch as people are drawn in by and react to the aroma.
