The baked goods retailer Cinnabon is famous for luring customers into stores and kiosks with the smell of brown sugar and cinnamon, going so far as to bake trays of the spices alone, in between batches of their signature cinnamon rolls.
As described in a widely shared 2014 Wall Street Journal story, such scent-centric practices are a key part of the company’s marketing efforts.
But you don’t have to be purveyor of baked goods to take advantage of the smell of freshly baked cinnamon rolls or any other delectable smell. The power of such aromas to focus attention, change a mood or evoke a pleasant memory has applications far beyond their literal context.
The sense of smell has a very direct path to the human brain, where an endless array of associations and memories can be stirred.
What Does Marketing Success Smell Like? You Might Be Surprised.
That’s why advertising and marketing experts for the world’s best-known brands incorporate scent into so many of their promotional efforts.
At H&H Graphics, high-quality, long-lasting scented promotions and packaging have powered irresistible marketing campaigns for products and services of every variety.
So while it may not surprise you to learn that we helped drive sales of a high-end raspberry vodka with raspberry-scented cocktail recipe cards, we’ve also used scent to sell everything from auto insurance to television shows.
ROI? It’s Coming Up Roses. Also, Catnip.
And while we can replicate the scent of a freshly baked sweet roll so accurately your stomach will growl, believe us when we tell you it’s not all cinnamon and sugar around here. It doesn’t have to smell delicious to deliver a sweet return on investment.
Why? Because marketing that incorporates the power of scent is impossible to ignore and hard to forget. It stays with you. Also, we work with some of the most creative people in the advertising business and when it comes to the power of multisensory marketing: they get it.
The right smell can create the mood or association you’re looking for, even if your target audience has four legs.
Multisensory Combinations for Impossible-to-Ignore Branding
Combine scent with other multisensory special effects for even greater impact:
- Chromic Effects
- Snapshot Effect
- Scratch-Off and Scratch-and-Sniff
- Mirror and Reflective
- Pearlescent and Metallic
If you’re not sure how to get started, our R&D team can help pique your imagination – and your senses.
At H&H Graphics, we have decades of experience incorporating multisensory special effects into print promotions, packaging, and a wide variety of products, including scratch-off maps, posters, pull-tab cards, book jackets and movie covers, playing cards, COVID-19 smell tests, wrapping paper, loyalty program cards and promotions … and more.
It’s an extraordinary collection of innovation and results. Reach out to our team today to add your next project to the list.