Know-How Exchange : Branding

wouterlipsius,

In the cologne and Perfume industry smell is the motivating factor and if it stinks people don't buy it but if it smells good it sets the stage for all kinds of things to pop-Off! Our sense of smell triggers strong images and releases our imagination to be stimulated by odor causing our inner eye to begin to see future or past scenarios and events that move us inwardly. The power of branding through smell is a huge factor in marketing. Examine a great deal of soaps, detergents, shampoos, cleaning products, lotions, bath & shower gels & women related products to get some greater insights on how marketers use odor and our sense of smell to create amazing motivation that leads to purchases. Is there anything else I can do for you?

Your Servant, Deremiah, *CPE (Customer Passion Evangelist)

hi wouterlipsius,

i just had a lecture about this subject for marketing 102(consumer behavior).

our lectures used some pages from this book. "introduction to sensation perception" 1977 Engewood cliffs, NJ Pretice Hall, Donald H, mc Burney in Appendix 8.4

hope this helps

Sweetasman01

I agree with Deremia * CPE. Its true that most personal care products as well as perfumes and cologne product range is dependent on smell as an important marketing factor.

But smell is also an important product as well as marketing criteria for Dermatological Cream/Lotion. Even if the product is of medicianl use consumers would be against using a cream/lotion which their physicians prescribed if that cream has a bad odor. Pharmaceutical companies are increasingly ensuring that their Dermatological products are of not of bad smell/odor

cheers!
Mushfique

Sometimes the absense of smell also conveys a marketing message. I did an e-mail campaign for a new CO2 dry cleaning franchise company that featured their "lack of dry cleaning" smell their cleaning process left behind on clothing. I created an e-mail message that had a scratch and sniff patch inviting customers to scratch their computer screen and smell what Hanger's dry cleaning smelled like. Of course, the computer screen didn't give off odors, and the point was conveyed via e-mail. I'm rather proud of that one.

In my own dry cleaning shop, I had hired Michael Gerber of the E myth fame. I redesigned my whole shop around his "five senses" interior design lessons. Smell was one of the senses. I installed an air freshener system and changed the scent canisters every two days. Typically, customers returned on a three day rotation to pick up their garments, so in essence, it appeared that my store had a different scent everytime they came in. It was a very subtle but effective way of differentiating myself from all the other cleaners around me who had "chemical" smells in their stores.

Smell sells, and lack of smell sells. Experirment with yours.

Darcy (Customer Loyalty Network)