Always on top of advertising ideas, the marketing gurus at Total Web Design Australia have a nose for sniffing out new and powerful methods for businesses to connect to sensitive consumers. Cologne and perfume aficionados are familiar with fragranced point of sale material inserts in popular men’s and women’s magazines. In fact, the power of the fragranced material often causes one to page through a magazine they wouldn’t have opened otherwise. According to marketing manager Ray Giridharan, "Fragranced point of sale material provides a unique method to bridge the gap and capture the attention of a shopper passing by a gently scented room or sniffing an insert in a publication."
Using a smell to influence a buy decision isn’t that far-fetched. A smell can refresh a memory or trigger an emotional connection. Animals identify their offspring by smell, rodents eat poison that smells like something yummy to eat and human recollections are resurrected by certain smells. In fact, realtors have used scent marketing for decades advising home sellers to bake a batch of cookies prior a showing. The smell of fresh baked cookies in the air makes for an inviting scenario for potential buyers.
Giridharan elaborates, "Advertisers are using scent marketing as a new method to stand out from the visual and auditory barrage of traditional advertising. However, there is a knack to crafting a scent that isn’t so overpowering as to turn off the shopper." Stores that sell shoes, shirts or home decor are formulating a "brand scent" to complement their products, for example the smell of linen or evergreen inserts in point of sale material. The idea is to connect the scent to the brand so that the consumer thinks of the brand when they smell fresh linen or evergreen.
Total Web Design consultants have plenty of great ideas for point of sale material and welcome customers bringing new challenges. Contact them today to schedule time to discuss innovative ideas for advertising projects at www.totalwebdesign.com.au
+61 433 399 294
PO Box 587, Waverley
NSW 2024 Australia