The human sense of smell is the strongest and most primal of all our senses. It is also closely connected to memory and emotion centers in the brain. As a result, certain scents evoke certain feelings, and when we associate a scent with something, it stays with us. “A major attribute of scent, and one of its strongest merits, is its literal power to affect human perception,” says C. Russell Brumfield, author of “Whiff! The Revolution of Scent Communication in the Information Age.”
Because of these unique connections to smell, there is a very powerful and compelling business case for using scent in your marketing materials. Studies show that adding scent to printed materials increases consumer interest and recall, and can lead to increased sales.
Several case studies show overwhelming support for this. In the 4th quarter of 2005, shortly after Yankee Candle added scented pages to its catalogs, the company reported an 18% increase in catalog and internet revenues. Sure, candles are a product that is associated with scent, but the results have been duplicated by companies with totally unrelated products.
Just ask Mitsubishi. Their advertising agency, OMD, placed a scratch and sniff ad in two major newspapers. The ad simulated the leather smell that consumers love and associate with a new car. As a result, the Lancer Evo X sold out in two weeks, and Mitsubishi’s annual sales of the vehicle increased 16% in a market that averaged a 20% decline. The ads gave consumers an experience and interaction with the ad, allowing them to relive the emotions attached to a new car. Instead of focusing on the cost of adding a scratch and sniff to the ad, Mitsubishi realized the ROI would justify the additional cost many times over.
Scratch and sniff comes in over 100 stock scents, and can also be customized from any fragrance oil. There’s plenty of opportunity to get creative. The list includes scents like beer, sweat and money. The technology has come a long way, lasting longer and giving a stronger sensory experience.
Need help picking a scent? Cinnamon is associated with money, trade and prosperity. Peppermint enhances concentration and memory. Lavender calms and soothes. H&H Graphics can help determine which scent will achieve your goal. With experience applying scratch and sniff to digital and offset printing on all different paper and plastic substrates, we can help make sure your project is a success. To talk about your marketing goals, call us at (847) 933-9470. You’ll be glad you did!
