Get a Whiff of This! The Amazing Power of Scent Marketing
It’s a constant lament among marketers both large and small: how does my brand break through all of the media clutter and engage consumers? The answer could be sitting right in front of their faces, according to Russell Brumfield, co-author of “Whiff! The Revolution of Scent Communication in the Information Age,” which was published in June by Quimby Press.
Scents “change perception and give you a perception of something being bigger,” said Brumfield, co-founder of both Whiff Solutions, a marketing consulting firm, and the Scent Marketing Institute, who has worked with such heavyweight brands as Walt Disney Co., FedEx and Pfizer.
While aroma classically has been used to market perfumes and cleaning supplies, only in recent years has it been deployed as a communication tool. It’s no mystery. Unlike most forms of communication, scent is hardwired to the brain. It can spark a long-dormant emotion, change a mood or unlock a memory.
Several companies are scrambling to put scent communications in their marketing arsenal, including General Motors, Marriott Hotels and Valepak. Asked how marketing executives ought to approach scent communications from a budgeting perspective, Brumfield said: “You need to look at the science first…and ask: What’s [the] message and how does scent relate to it?”
Brumfield’s book features 200 case studies as well as four keys to choosing the “right scent” for your brand. I recently chatted with Brumfield about how marketers are starting to embrace scent communications and why, when it comes to putting your brand in the best possible light, the nose always knows.
Enjoy.
Matthew Schwartz is Senior Editor of ScribeMedia.org and host of the WebTV series, From Print to Digital.
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