PPB December 2018

Magic Of Memory Aromas have the power to evoke strong feelings in us because of the subconscious effect scent has on behavior. “The sense of smell is the strongest and most primal of all our senses,” says Harris Cohen, MAS, president and CEO of San Diego-based supplier All-In-One. “It vividly reminds us of moments—good or bad—we may have first experienced decades ago.” Of the five senses, experts say that smell is the sense most closely linked to memory. That’s why pleasant smells have the power to change our mood and make us feel happy. “A scent can recall a vivid memory, instantly, as if it happened yesterday,” says Kathy DiFrancesco, outside sales manager for West Jordan, Utah-based supplier SnugZ USA. “Our experience with certain scents has a strong impact on how we perceive them.” Of course, marketers long ago realized the power of scent and began appealing to consumers’ sense of smell. Today, in a competitive market, scent marketing helps brands stand out. Since promotional products are the only advertising medium that appeal to all five senses, including the sense of smell, promotional products and scent marketing are an extremely powerful and dynamic duo. “What better way to get someone—a customer, a prospect— thinking of your brand?” Johnson asks. By combining the appeal of scent marketing with the multi-sensory medium of promotional products brands, marketers will connect with consumers on a deeper level. Scented promotional products can attract new customers, improve retention, increase sales and expand brand recognition. Cohen says, “In marketing, scents can be highly effective in helping us distinguish one product from another. It can trigger a memory or desire that influences a purchase decision.” Olfactory Authority Incorporating scented promotional products into a marketing campaign increases the chances that end users will associate the brand with a positive experience, happy memories and good feelings. “Scents can remind us of pleasant associations, whether that is our home, the beach or a meadow,” Cohen says. “These associations help to create an environment in which we feel comfortable. In a consumer setting, this impacts our decision to stay longer and consume more.” According to the American Marketing Association, studies have shown up to a 40 percent improvement in mood when people are exposed to a pleasant fragrance. “Across industries, businesses are using scent as part of multi-sensory marketing strategies to enhance customers’ experiences of a location and its products or services,” Cohen says. “These experiences allow customers to develop deeper memories and emotional connections with the brand and promote sales and loyalty.” You could say that integrating scent marketing into your promotional products campaign is a strategy that will lead customers by the nose. | DECEMBER 2018 | 35 GROW