The sense of smell is far more important than anyone has previously realised, Lindstrom states in his book Brand Sense. That it has to do with the fact that smells cannot be blocked from entering the brain. Many companies have already realised this. Singapore Airlines for example has used a scent called Stefan Floridian Waters. It is in the flight attendants’ perfume, blended in to the hot towels and is permeated in all planes and forms part of the overall brand experience. In another example, the smell of a new car is something that most consumers say they find gratifying during the purchase of a new car. Almost 70 percent of consumers like this smell.
The best way to appeal to taste and smell is to include a product that can be tasted in the advertisement. Direct mail is probably the best channel to make consumers experience all the senses. A mailing can include the product, make the consumer touch it, smell it and taste it.
The next time you walk into a bank, take a deep breath. Your favourite financial institution may well be sending a powerful message by filling your nostrils with beautiful and calming smells.
Credit card companies, financial institutions, car manufacturers, luxury retailers, hotels, restaurants, nightclubs, property developers are all embracing the new frontier in branding and customer communication.
Read more about Our 5 key senses here.
