Sensory Branding

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April 4, 2013 by karamcaulay

The power of emotion incites action.  Does it?  How?  According to John Medina, a developmental molecular biologist, emotions affect motivations.  He says, “Because smells stimulate areas in the brain responsible for creating emotions as well as memories, a number of business people have asked:”

 Can smell, which can affect motivation, also affect sales?

In his book Brain Rules, he provides examples of successful sensory branding:

  • emitting the scent of chocolate from a vending machine drove sales up 60%
  • a waffle-cone-smell emitter increased ice cream sales by 50% – now termed an “aroma billboard”
  • smell of vanilla in the women’s department – sales doubled

Hold on a minute!  What about digital marketing?  Smell doesn’t transmit through cyber space!  But we’ve got five senses to contend with – sight, smell, taste, touch and hearing.  Perhaps visuals can conjure up taste and smell?  Are visuals that powerful? Can you smell that smell, the smell that’s around you?  No?  I tried.  Maybe one day there’ll be a ctrl alt and sniff function!

Photo by Chey Scott

Photo by Chey Scott

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