Ever wondered what your brand smells like?
Even if you don’t have a physical product. What fragrance (or let’s be real, odor) does your brand give off?
If all of sudden you’re looking around for your business’s armpit to sniff, we get it! That’s why we awaken the sense of smell within your brand through a sensory marketing experience.
The service, personality, and marketing of your brand contribute to your brand’s smell.
Through effective sensory branding and marketing efforts, you have the potential to strengthen customer loyalty, brand advocacy, and make an unforgettable experience. Sensorial marketing will help build trust and your audience will come to recognize your defining scent.
Let’s explore how to leave your guests and customers only the sweetest of smells.
Physical
Often the first thing a guest notices when they walk into your hotel, restaurant, or store is how it smells. The scent of your physical brand is a powerful tool to impress your guests from the second they walk in. Not all businesses want or need to smell like a Hollister, but ensuring that your property smells clean and not dirty, moldy, or stale is one of the easiest ways to keep guests on the premises.
For hotels specifically, the scent opportunities are endless to captivate guests. Infusing your lobby with a custom fragrance, selling that signature scent in different forms in the gift shop, offering complimentary scented products in the hotel room, or even personalizing the room fragrance based on guests’ preferences are just a few ways to incorporate scent experiences.
Non-Physical
Now, when it comes to non-physical ways that your brand gives off aromas, it mostly comes down to how you engage with and take care of your audience. Are you providing pleasant interactions in person, online, over the phone that smell like roses? Or are your interactions leaving guests and customers thinking that your brand smells a little fishy?
Maybe your social media presence is quiet or lacks transparency. Your audience may wonder if you care about your brand, or if you’re hiding something. If you don’t respond to reviews or comments, guests will feel like their needs are unheard or your brand lacks the desire to connect.
If your presence and information is inconsistent or contradictory across your website, social media, print materials, or customer service, your audience will pick up on the fishy smell and leave. It’s hard to trust a brand or business when they don’t present themselves consistently and authentically across all platforms.
