Jun 19, 2023
Incorporating the sense of smell in branding is an
effective way to create emotional connections with customers. By
utilizing scents that evoke positive memories and emotions,
businesses can foster a sense of familiarity and trust, directly
influencing consumers' perception of a brand's value. The
appropriate application of scent marketing can significantly impact
customer behavior and sales performance. Melina Palmer delves into
the strategic use of scent in branding and shares examples of
successful scent marketing in action. She discusses how a powerful
scent can have surprising consequences on a consumer, with a
personal story about Lush. Her insights provide a powerful
blueprint for marketers and business owners to successfully
integrate scent into their branding strategies, leading to enhanced
customer experiences and brand loyalty.
- Discover the fascinating impact of scent marketing on consumer
behavior and decision-making.
- Uncover the deep connections between smell, memory, and emotion
and their role in guiding customer choices.
- Learn how businesses create unforgettable experiences and
associations through strategic scent implementation.
- Explore real-life examples of successful scent marketing across
diverse industries and contexts.
- Grasp the significance of selecting the right scents to create
a cohesive customer journey and achieve your objectives.
- 00:00:00 - Introduction,
Melina introduces the episode and explains why she has started
doing a refresh of earlier episodes each week. She discusses the
upcoming special episodes and show milestones, and gives a brief
overview of the topics that will be covered.
- 00:05:22 - How Smell Works,
Melina explains how the sense of smell works and how it is closely
linked to memories and emotions. She discusses the evolution of
smell and how it has helped humans survive.
- 00:09:23 - The Power of Memories,
Melina talks about how smell is linked to memories and how it can
trigger vivid emotions that “take you back” to an earlier time. She
explains how childhood memories are the most powerful and discusses
the association between scent and physical attraction.
- 00:12:10 - Using Smell in Branding,
Melina discusses how businesses can use scent to create positive
associations with their brand and products. She talks about how the
sense of smell can be used in real estate to sell homes and gives
examples of brands that use scent marketing and scent logos.
- 00:15:58 - Signature Scents,
Melina talks about how signature scents for brands and colognes are
complex and often contain a mix of different smells. She provides a
link for listeners to find out the ingredients in their favorite
perfume or cologne and discusses the power of scent in
- 00:17:25 - The Power of Scent in Business,
Scent has the ability to impact the way customers interact with a
business. Studies have shown that pleasant ambient odors can
increase sales and improve behavior. Companies can hire experts to
help them choose the best signature scent for their brand, because
the associations made in the brain matter.
- 00:21:47 - The Impact of Different Scents,
Different scents can trigger different emotions and behaviors. For
example, a feminine scent in a women's clothing store can increase
sales, while the scent of lemon can encourage people to order
seafood at a restaurant. The context is important, and brands need
to be strategic and intentional with their scent choices.
- 00:25:49 - The Importance of Scent in Branding,
Scent is closely related to our memories and nostalgia, which can
have a significant impact on buying behavior. Good smells can
improve recall of brands, while bad smells can make it difficult to
focus. Brands need to understand their customers and the context to
choose scents that align with their brand experience.
- 00:28:27 - Mirror Neurons and Scent Memory,
Mirror neurons are one reason why our brain reacts to certain words
or images and can trigger scent memory. This is why the Food
Network carefully chooses trigger words to influence food memories
and make people hungry. Even if a business doesn't sell food, they
can still use scent to prime behavior and trigger emotions.
- 00:32:07 - Conclusion,
Melina's top insights from the conversation. What stuck with you
while listening to the episode? What are you going to try? Come
share it with Melina on social media -- you'll find her as
@thebrainybiz everywhere and as Melina Palmer on LinkedIn.
for listening. Don’t forget to subscribe on
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