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10 Weird Sensory Marketing Tricks Companies use on us (part 1) (our…
10 Weird Sensory Marketing Tricks Companies use on us (part 1)
our memory&smells are tied closely together
a scent can really bring back memories and invoke emotions (more than pictures/sounds)
therefor companies make use of scents to jolt our brain into liking/enjoying something
secret of successfully marketing a product: pair a store/prodcut with a specific scent
if you feel at home in a store, you are more likely to buy
= the Proust phenomenon
the first time you notice a new type of scent you will subconsciously connect this scent to an item/person
after that the scent will trigger the response that you experienced to that person/item
examples
Apple products
computers,iPhones
smell of a new device
the packaging is responsible
the plastic iPhone: same smell as the aluminum MacBook, so the scent is probably not added to the plastic but to the packaging!
an Apple Mac scent has been produced by the Air Aroma company, combining the smells of cardboard, ink and other ingredients
hotel chains
often use scents combined with a special kind of music to invite guests to stay longer in their rooms, lobbies and bars
ex: rose scent for weddings/leather-based scent for business meetings
even the chlorine pool smell comes from a bucket of powder that is added to the air system in the mornings
MacDonald's
aggressive tactics to sell their fries and other products
at 'hot' times (lunch time) in the day, the company throws adverts out that are specially aimed at this driving a car
in addition the company thinks that subtlety should not be wasted on its customers
that's why their restaurants feature so much red: pay, eat fast and go away quickly
Nike: Shoes&flowers
Nike stores: the use of a mixed flower scent to direct you towards the more expensive shoe designs inside + added the scent to the insoles of their designs
shops: white walls with black decorations/images in neutral colors: this makes customers relaxed enough to pay up for their shoes
a survey has shown that customers want to spend up to 10 dollars more on their shoes if they are diffusing flowery scent
M&M's
strong chocolate scent in their shops
gives you the impression that you are entering Willy Wonka's chocolate lab
BUT all their wares are prepackaged!
conclusion: the strong smell of chocolate is being sprayed at you
casinos
scents are aimed at the type of surroundings, the theme of the venue and the type of clientele visiting the venue
scents mess with our rational thoughts and connect with our emotions