Whitespace: Capturing the sweet smell of success

Issue 41: September 2008

In a world saturated by non-stop imagery, noise and activity, could scent be the edge marketers need to more effectively communicate their brand messages?

There can be little doubt scents make us think of particular images or feel certain emotions. Even just reading about the smell of a spring breeze, biscuits baking in the oven, lavender scented linen or freshly ground coffee can trigger a joyous reaction.

Now imagine if you could associate your product or service with a smell that made people feel better about themselves, that harnessed scent in a positive, meaningful way. Well, apparently the technology and expertise to do so is already with us.

The process is called 'scent marketing' and it could be coming to a nose near you.

The scent revolution

Scent has the power to trigger images, memories and emotions like no other branding tool, yet is usually ignored by marketers, according to the new book Whiff! The Revolution of Scent Communication in the Information Age by C. Russell Brumfield.

Basing his argument on a large (and growing) body of research, Brumfield says scent marketing has the potential to influence perceptions about age, beauty, direction, proportion, shape and size, and evoke judgments relating to personal qualities, like honesty and intelligence.

Shampoo manufacturers know all about the value of scent (studies show consumers generally equate the smell of a hair care product with its performance), as do bakers who lure customers in with the smell of warm bread.

In the near future Brumfield says every product and experience will offer a unique scent capable of delivering a strategically focused branding message. In other words, the future never smelt better.

Smells like authenticity

One of the big trends in marketing at the moment is 'authenticity', the crafting of individualistic brand experiences that offer a sense of 'realness' and honesty as opposed to homogeneity or 'lowest common detonator' messages.

Because smell is conveyed on a sensory and subconscious level rather than a verbal or visual one, it is an ideal medium for authentic branding provided it reflects customer expectations of a product.
Whiff! offers the following product and service ideas to highlight the possibilities:

Status scents - Luxury goods like Rolex watches, Platinum American Express cards and Mercedes Benz cars could possess 'signature scents' that add a new dimension to their branding messages and build greater brand loyalty

Children's toys - Parents keen to build their children's brainpower are already being targeted with the release of scented toys that keep toddlers focused as they learn; other toys are being developed that emit smells capable of calming down angry kids

Smell-o-vision 2.0 - It's claimed product placement in TV programs and movies may soon be enhanced with scent; a development that may see you enable aroma distributors on your online TV or smartphone

A novel idea for smell - Books of the future could emit smells that reflect their topic; for example, romance novels would offer a passionate scent while 'how to' or 'dummies' guides might produce aromas that enhance focus and concentration

Directional scents - Everyone at some time has become lost in a sprawling shopping centre, art gallery or hospital; scent offers a solution here as well by coding different areas with scents to aid navigation

Whiff! also claims scent can be used in association with key words or colours to create more powerful branding messages.

For example, a communications company with a lime green brand identity might choose to add a lime smell to its direct mail materials; an addition that could subconsciously persuade recipients to open advertising matter because of a positive association with citrus smells.

Should your brand be 'on the nose'?

Aromatic bus shelter ads, inspiringly scented running shoes, bills with a menacing odour, exotic smelling travel web sites… the mass development of scent marketing does beg the question: if every product and service is odour branded will consumers experience a sensory overdose?

In a recent post on the future of smell the Future Lab blog claims scent marketing may not become as ubiquitous as Whiff's author claims, but predicts it has he potential to work for brands that find meaningful ways to connect with their audience through the power of smell.

Obviously it's a process that requires significant investment in R&D, but in a world dictated by fast paced innovation a 'signature scent' may be just what your brand needs to make its presence felt and smelt.

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