Make Your Brand Continuesly Good Smell

The smell can be an effective marker to differentiate your brand from the competition. In fact, it can increase sales!

Unfortunately in Indonesia, the marketer still not many are aware of this. In fact, research conducted by Dr. Hirsch in 1994 showed the relevance of consumer spending with a fragrance.

Although many consumers would argue that they are buying because the fragrances that wafted in retail stores, but the experiments conducted by Dr.. Hirsch necessarily indicate that a given retail store certain fragrances have a good level of sales. Even if not a fragrance that instantly make an impact on sales, we can be sure that the smell that odor perception provides clean, comfortable, good quality goods, and services more satisfying!

Sensory branding-brand concept to draw closer to the consumer through the senses-is not new. We can know Intel and Nokia brand through their short-wave tones. However, most new marketers using these two senses, namely the visual and audio. Whereas the sensory elements of smell is pretty strong branding.

Although the visuals have a direct impact on consumers, but in association with emotion and recollection, the most powerful is smell. According to Martin Lindstrom, author of Brand Sense: Build Powerful Brands through Touch, Taste, Smell, Sight and Sound, scent has a greater stimulative power of emotion. In fact, added Lindstrom, 75% of the emotions we feel everyday is affected by the smell.

Comfort

Scent branding is not new in the world of aviation (airlines) if we look at the experience of Singapore Airlines and British Airways, two of the best airlines in service. Singapore Airlines always provide towels that have a unique fragrance to its passengers. Likewise with the business lounge of British Airways in London that always spray perfume and fragrance of fresh grass shades the ocean.

"A certain fragrance can make our customers more relaxed," so the opinion of a marketing manager of British Airways. "We want our customers subconsciously associate the convenience of traveling with British Airways."

World of hospitality was included in the serious affairs of this fragrance. Marriott hotel management, for example, requires all of their hotels around the world choose one of five Marriott signature scent. Similarly, the world's major hotel groups such as Westin, W Hotel and Shangri-La. Sue Brush, Senior VP of Westin Hotel, said that the smell was under the human consciousness. We do not need to advertise, but we can expect this to make our guests feel comfortable.

If you want to look further, the use of fragrances to affect the emotions actually have started to trend in Indonesia. This is sold by many spas are popping up in the country. Through aromatherapy, spa visitors can release their tension and emotion.

Well, use scents for brand identity is one of the services that try spearheaded by Brand Aroma. Creating a special aroma that can identify a brand does require expertise that is truly special. An example for a girls goods retail store, Aroma Brand suggests a nuanced fragrances of fruits. "Teenage girls generally start experimenting with scented oil, but avoid the more mature fragrance, like flowers.

As with any logo or jingle, marketers also need to think strategically so that the scent is in accordance with the image to be displayed. To that end, from segmenting and targeting elements need to be considered. Examples of factors gender, age up to the level of expenditure should be considered in choosing a fragrance.

This happened in the research conducted by the Washington State University who studied the influence of gender in determining the aroma. At the retail store for women they spray the scent of vanilla, while the retail store men they spray scented rose maroc (a type of honey smell). The result can be different when the aroma exchanged, consumers were choosing not to linger in the store.

For some men, they feel less comfortable in women's underwear section. Not only will it be in a collection of bras uncomfortable, but the distinctive aroma of a bra that also makes him uncomfortable. That is one clue that the sexes can affect appetite for the scent.

Need Strategy

Indeed, in general, fragrances tend to be universal in an industry. Scented like pine seem more hygienic. This fragrance smells identical to the hospital. Nevertheless, the fragrance also has a trend. Each time, there are fragrances are becoming a trend in many places. It usually occurs in the consumer goods products. When the scent of lavender growing, all the brands display the same scent. Similarly, the scent of green tea, which now began to be used in the trendy cafes such as Starbucks.

In addition to problems of segmentation and targeting, positioning is also important in shaping the scent as a brand identity. The message to be conveyed by the brand through scent must match. As to whether the message was: elegant, feminine, classic, smart or something else? Everything should be taken into account in choosing a fragrance. If not, you could lose customers because of choosing the wrong scent as a brand identity.

Experience as a consultant in this one that seemed willing to offer by Brand Aroma Indonesia. Will they be successful? We shall see. However, at least, marketers Indonesia have a "new weapon". Now the brand differentiation can be created not only from the product or service, but also from the aroma. And this would be the best place to make an ambush marketing for other followers.