Human beings have the capacity to associate sensations originating from all five senses with concepts and ideas. These in turn generate feelings and emotions related to their life experiences.
Today people no longer choose a product or service for its cost-effectiveness, but rather for the experience they have when making the purchase and during the product’s consumption.
The new marketing challenge lies in creating a pleasant experiment, a memorable experience, and in continuously stimulating the clients’ curiosity and the desire to experiment.
Of the five senses, smell is the one that is most intensely physiologically related to memories.
Smells have a long-lasting impact upon our memory through the emotions associated with the environment or situation where the fragrance was smelled for the first time, thus causing a much stronger and incisive effect than any other sensorial stimulus.
That is the differential offered by Olfactory Marketing.
The use of an olfactory identity adds personality and consistency to a brand, establishing a new means of communicating with consumers and creating a lasting impression in the clients’ memory.
As a room fragrance, it becomes the organization’s signature, whereby applying a scent stimulates consumers.
EK Consulting develops customized olfactory identity projects for companies and organizations.