While the human brain has 40million different olfactory receptor neurons which can be triggered by different scents, and we are able to distinguish around 10,000 different kinds of odours, it is likely that most of us group smells into broad categories. In fact, a US study carried out in 2013 suggested that there were only 10 different categories of scents we actively recognize, and three of them, namely pungent, decayed and chemical, are not particularly pleasant. 

    The others, however, such as fragrant, woody and citrusy are smells we often encounter in our day to day lives, and each can have very specific uses and applications, especially in marketing. 

    Below is a list of five common scents as well and their most common applications. 

    1. Citrus (and fruity)

    Citrus and fruity smells are largely associated with cleanliness and comfort as well as festivities, especially when thinking about orange-based scents. Common uses of citrus smells include their inclusion in cleaning products both for personal care and for the home. As a result, the scent of lemons is likely very familiar in settings where one would buy such products. But that is not their only application. 

    Citrus scents are also known to uplift mood and reduce anxiety, making them a very popular choice for medical settings. Doctor’s and dentist’s offices and even physical therapy facilities are likely to employ a gentle citrus scent to encourage patients and visitors to feel relaxed and at home. 

    2. Woody

    Woody scents can range from the standard smell of freshly cut wood to sophisticated perfumes with a complex profile including cedar or sandalwood among others. 

    Because of this, woody scents can have applications from the mundane to the very classy. Two of the best examples which capture both sides of the spectrum are DIY stores and high-end hotels. 

    For DIY stores, the smell of freshly cut wood is not only pleasant, encouraging a longer stay in the store, but also evokes associations with building and home improvement, therefore likely solidifying the trust customers place in the store and brand. 

    A similar effect is conjured by the use of complex woody smells in hotels. The Sheraton, for example, employs a signature scent including moss and musk intended to ground guests while also elevating their senses. It is possible that this scent is often chosen as it is likely to be inoffensive to most individuals while still being recognized as refined.

    3. Sweet

    While “sweet” is a broad category, it does encompass the scent of chocolate, confectionaries and similar sugary treats, and its application is straightforward. Customers are most likely to smell sweet scents in and around cafes and restaurants, as well as stores or shop aisles that sell treats. Unsurprisingly, smelling sweet treats can increase appetite and encourage customers to buy the products in question regardless of how recently they have had a meal. 

    4. Fragrant

    For the purposes of this article, fragrant refers to pleasant floral smells, found in most common perfumes. This scent is, of course, most popular for use in perfume stores but it is also generally associated with feminine qualities. As a result, it is not unsurprising to find this scent in clothing stores. That said, specific flower aromas such as lavender are known to be soothing and their use in spa and hospitality venues is customary. 

    5. Minty

    Mint and peppermint scents, similarly to citrus, are often associated with cleanliness. Unlike citrus however, they have also been recognised as stimulating smells that encourage brain and physical activity. Mint smells can make people feel alert and sharp, leading to their understandably popular use in gyms where they can encourage a longer stay and more motivated exercise. They are however also occasionally utilized banks for their effects on cognition and problem solving. 

    Ultimately, the scent a business chooses is likely to be a mix of different smells or smell categories which forms their ideal signature scent, with the intention of creating a memorable experience for each customer. 

    Sources:

    “Categorical Dimensions of Human Odor Descriptor Space Revealed by Non-Negative Matrix Factorization”, Jason B. Castro, Arvind Ramanathan, Chakra S. Chennubhotla,  PLoS ONE, 2013; 8 (9): e73289 DOI: 10.1371/journal.pone.0073289

    “What’s that smell? Ten basic odor categories sniffed out with math”, ScienceDaily, Public Library of Science (2018) [available at https://www.sciencedaily.com/releases/2013/09/130918180425.htm]

     

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    Studies disagree on the exact number of senses that humans have, with some suggesting that the number may go all the way up to 20. Nonetheless, there are five widely recognizable senses which play an important role in sensory marketing, namely sight, scent, sound, taste and touch. In this article, we will be reviewing how each sense can inform the application of sensory marketing and considering the two most popular applications of this type of marketing for each sense. 
     
    Sight
     
    1. Colours
    Our perceptions of colour and our associations of traits to colours are largely influenced by nature and many years of evolution. Nevertheless, it is undeniable that we make purchasing decisions, especially when it comes to impulse buys based on colour. Companies often put a great deal of thought into the colour schemes for their products, packaging and advertisements, to elicit specific connotations. For example, Starbucks and Whole Foods both favour green as it can be associated with relaxation as well as nature and natural products. 
     
    2. Light
    Used mostly in physical stores or offices, lighting is imperative in setting the mood that a business wants to get across. Bright, stimulating light can be incredibly useful for companies that seek to encourage their customers to be attentive and alert. Alternatively, soft mood lighting can create an environment that feels cosy and welcoming and can work wonders in setting such as furniture or clothing stores. Hollister is one of the most extreme examples of this marketing style, as their company chooses to use dim lighting to imply a party lifestyle atmosphere in their stores.
     
    Scent
     
    3. Marketable signature scent
    Where possible and appropriate, companies may choose to combine complimentary scents into one, easily marketable signature fragrance. Customers are then able to take the scent of their favorite hotel or restaurant home with them, building undeniable brand loyalty. The Marriott, Four Seasons and Sheraton hotels all offer signature scents you can buy and take home with you. 
     
    4. Pleasant environmental smells
    Whether or not a company chooses to have a signature scent however, it is still possible to take advantage of scents associated with specific environments. A standard example are tropical, citrus-y scents in a travel agent’s office. 
     

    Sound 

    5. Voice overs
     
    Most, if not all, radio and television advertisements involve a scripted section read out by a voice actor or voice-over artist. While the script itself plays an important role in the success of the marketing campaign, the actor’s voice, tone and oral posture can be just as, if not more, important. If the voice of the person presenting the ad does not match the emotions the item or service are meant to evoke, the marketing campaign is unlikely to be very successful. 
     
    6. Background music
     
    Themed music in the background of a commercial, or on a company’s premises may sometimes go unnoticed by most consumers or may form part of a very memorable advertisement or experience. In either situation, appropriate music can make or break a marketing strategy and should always be carefully chosen to fit the general impression to company wants to get across.
     
    Taste
     
    7. Free Samples
     
    One of the easiest ways to sell food and food-based products is to offer small free samples. These give customers a clear idea of what they’re purchasing and create a greater sense of trust when it comes to buying in larger quantities. 
     
    8. New Flavours or flavour variations
     
    Where an edible product is already popular or well cemented in the public consciousness, introducing a new flavour or slight variations or a beloved flavour can help reignite interest. Businesses that sell savoury snacks are a common example of this application of sensory marketing, with limited edition campaigns that introduce interesting flavour combinations. 
     
    Touch
     
    9. Printed materials
     
    From brochures to thank-you cards, visually interesting and tangible materials that an individual can hold can be invaluable to a marketing strategy. Besides containing useful information, they provide a clear association to the company, and one that can be displayed and returned to multiple times. 
     
    10. In-store models
     
    Popularized by car dealerships and tech stores, many businesses provide in-store models of the product being sold which a customer can try before buying. Like taste samples, this can improve rapport between the customer and the business and allow customers to make informed decisions about their purchases which increase trust and brand loyalty.
     
    “Think you have only 5 senses? You’ve actually got about 14 to 20”, Philip Perry, Big Think, 2018 [available at https://bigthink.com/philip-perry/think-you-have-only-5-senses-its-actually-a-lot-more-than-that]
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