Does Your Business Stink? Maybe It Should!

June 19, 2019 | 1,075 views

Does Your Business Stink? Maybe It Should!
Does Your Business Stink? Maybe It Should!

Certain smells bring back vivid memories, right? Maybe the rich smell of tobacco reminds you of your grandfather’s pipe. Or the unique odor of carnations brings a deluge of memories from high school dances. Scent memory is exceptionally strong, and our memories are emotionally aligned with scents from the past.

Sensory marketing has influenced many potential customers with its synergistic use of all the human senses. It draws upon our emotional reaction to what we experience through our senses. Maybe your business should “stink” a little more and use the sense of smell to influence customers.

When Scent Makes Sense

Think of the TV ads you’ve seen all your life. I’d bet you can still sing several of the jingles—the auditory influence is greater than the visual, and olfactory impacts are stronger than auditory. After one year of experiencing them, we can recall scents with 65% accuracy. We experience our world and associate positive experiences with pleasurable sounds, visions, scents, tastes, and sensations. Wouldn’t it be great if 65% of your clientele remembered you clearly a year later?

Maybe we should pay more attention to the little things that can impress our clients. The amazing aroma in a hotel lobby and scented towels in airplanes affect us in some deeply instinctual way, improving moods by 40%. Does this affect customer reviews and experience ratings? Absolutely. And the smells become associated with that brand of hotel or airline too.

When Scent Makes Cents

For businesses, the effect of positive sensory experiences can be used to increase sales and create positive memories associated with the brand. We are inundated with the noise of product messaging, so try sensory marketing to draw in customers based on our natural human emotions and instincts.

Given a choice, half of all consumers will spend a longer time in places that smell good—up to double the time. Those extra minutes in a restaurant mean another round of high-profit drinks or an order of dessert. Scent makes cents when customers linger long enough to open up their wallets.

The Nose Knows

Research shows that we are more 100 times more likely to remember what we smell versus what we see or hear. Now that is a statistic to notice. If you want to enhance your brand in a memorable and recognizable way, pay attention to your sensory branding. Customer experience needs to leave the right scent in people’s noses.

Have you used sensory marketing in your business? Share your experiences and memorable scents. We know your nose knows what works.

Author Profile Jon Forknell is the Vice President and General Manager of Atlas Business Solutions, Inc., a software marketing company specializing in employee scheduling software, including ScheduleBase employee scheduling software, and other business software solutions. In the past, Jon has been recognized by the U.S. Small Business Administration as a SBA Young Entrepreneur of the Year. Atlas Business Solutions was named as one of Software Magazine’s Top 500 Software Companies in 2004 through 2007, and 2010, 2013, 2014, 2016, 2017, and 2018.    

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