Scent Marketing Blog

Source:
The Malta Business Weekly
by Joshua G. Giordimain


When managing your brands, whether you do it consciously or not, you are constantly seeking new ways of interacting with and engaging your customers. The problem is that, no matter how innovative you try to be, you usually always end up doing more of the same – developing brand communications (whether through advertising or in-store) that appeal to either or both the visual and auditory senses. In essence, we try to make as much noise as possible!


There is a much deeper and long-lasting level at which you can interact with current and potential customers however, by appealing to more than these two basic senses and by thinking about how your product, service, marketing communications and customer environment appeal to the five human senses.


There is nothing wrong with developing high-impact and impressive visual and auditory communications. Actually this is something you should constantly strive for. You need to ensure however, that such communications not only impress, but rest impressed in the minds and hearts of your audience.


This is where multisensory marketing comes in.


Read More: www2.maltabusinessweekly.com.mt

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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/