Scent Marketing Blog

Fragrance triggers all kinds of emotions—not just because it is the invention of poets or perfume-makers, but because the body’s olfactory receptors are directly connected to the limbic system, the most ancient and primitive part of the brain, which is thought to be the seat of emotion and the part of the brain that allows you to smell. Smell sensations are relayed to the cortex, where “cognitive” recognition occurs, only after the deepest parts of our brains have been stimulated. When the brain processes a smell, it is also processing the event or the emotion that goes with it. Thus, by the time we correctly name a particular scent, such as vanilla for example, the scent has already activated the limbic system, triggering more deep-seated emotional responses.

Perfume goes back to the ancient Egyptians, who used perfumed balms as part of religious ceremonies and later as part of pre-love making preparations and rituals. Gums and resins from trees were used to scent the atmosphere and other plants such as rose and peppermint were steeped in oils until a perfumed unguent formed. The unguent was then rubbed into the skin. It is interesting to note perfume has come full circle today as more people seek out high quality aromatherapy perfumed oils to use in exactly the same way as our ancestors did.

Of the five senses, studies have shown the sense of smell is second only to sight. However, there are some who say the sense of smell is the strongest—we can shut off our other senses but the sense of smell cannot be turned off. As people age, they begin to lose their sense of smell; because taste is related to smell, they do not enjoy food as much as they cannot detect the delicious aromas that food emanates. The human tongue can distinguish only among five distinct qualities of taste, while the nose can distinguish amount hundreds of substances, even in minute quantities.
Perfumes touch our deepest emotions and reflect a person’s true spirit. Consider how the whiff of baby powder immediately takes you back to a beautiful born baby or the memory of your first kiss? Or a scent wafting in the air bringing up memories of a particular event—luscious jasmine or gardenia fragrance conjuring up memoires of a wonderful tropical vacation. Scent and emotions therefore have become indelibly imprinted on the brain. When you smell the scent again, it triggers the memory because it is tattooed in your brain.
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The results are in. 44% of participants in a recent scent marketing poll “think scent branding is ridiculous”!

“Church Marketing Sucks”, a blog designed to frustrate, educate and motivate the church community, put the question to its readers: “Does branding your church with a specific scent take branding a step too far?”

27% thought it was a good idea but depends on the smell. This raises a good point; selecting the right scent for a particular environment is very important. It’s probably not the greatest marketing idea for a church to scent popcorn, for example; the congregation might end up at the cinema rather then attending church! What about the other 29%?

10% didn’t think scent marketing is branding at all. 15% thought they should try whatever it takes to communicate the message of the church, and 4% were ‘smelling impaired’.

While we can’t do much about the smelling impaired, for the 44% is it a matter of educating them of benefits of scent marketing or – considering the title of the blog – is it a lost cause? In any case, the church community has had their say.

www.churchmarketingsucks.com/