We all know that as consumers we are constantly studied for different brands of products on the market. What you may not know is the extent to which consumer knowledge experts do. A few weeks ago a good friend told me how a group of German engineers had been moved to your company to research, analyze and select the best “new smell” for a new car model that his company would soon bring to market. Yes, you heard right: the smell again. But this is not inherent to the car? Reflecting with him told me that once, at the time of the first hundred in Spain, when you went on a new car smelled a little weird because of all the new parts, plastics, metals …. It smelled of the pieces, but it was not a pleasant smell. How long ago that true? Because it is clear that many people had to say that over the years, the car companies took note and were able to reverse the tables and now …. Who, when someone teaches you a new car, and comment how beautiful, modern, elegant is the new car …
That smell is not accidental. Smell is the result of many hours of dedication from a group of experts. This is a clear demonstration of sensory marketing. A new trend in marketing that is being used in recent years by some companies to trigger memories, emotions and images in the minds of consumers, to influence our senses. Sure sounds like you are all the characteristic odor of many clothing stores, all in the same chain for the same smell the same, so that we identify. Even many of the bakeries in big cities have found their sales increase thanks to “dislodge” the characteristic smell of freshly baked bread that are invited to enter the store …. Uuumh! All studies to date we confirm its effectiveness and also tell us that – remember the 1% of what we touch – remember the 2% of what we heard – remember the 5% of what we see – remember the 15% of what we taste And – remember the 35% of what we smell Exploiting this 35% success is what they are doing these brands. The senses are the engines that help us live the brand experience. Value to take into account, which is not only the heritage of celebrities and film stars, many companies, many brands are beginning to have its distinctive odor, its odotipo (technical term, equivalent to the logo design). For this reason, I invite you to consider: if your brand had a smell, what smell?