Recently, everyone has been wearing masks all day, what can make you impressed? The answer is “taste”: what does it taste to impress?
During this wave of epidemic prevention, we deeply realized that we can breathe “forest”, and we long for the fresh and good taste of nature, which is one of the happiest things.
According to a study by the Monell Chemical Senses Center in the United States, consumers who are in an environment with pleasant scents will not only feel better, but may also behave more attractively and even show altruistic friendliness.
How can taste be linked to branded products?
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In order to encourage people to buy coffee in the store, Dunkin’ Donuts in Seoul, South Korea, has developed a “coffee aroma broadcaster” that uses the smell of memory to advertise an advertisement in the bus, and when Dunkin’ Donuts music is broadcast on the bus, the smell of coffee will also be emitted, and the bus will be filled with the aroma of coffee.
When commuters get off the bus, they just happen to see Dunkin’ Donuts coffee advertisement, and then they find that Dunkin’ Donuts stores are nearby, so the chances of entering the store to spend money are naturally greatly improved.
This is associated with olfactory taste
- Attract attention
The doughnut brand advertisement does not give priority to doughnuts, but reversely uses the aroma of the coffee to communicate with consumers.
The aroma of coffee instantly attracts consumers (referred to as old customers), generates attention and links with brand products, reminds customers who have already consumed under the brand, has coffee drink promotions, and consumers who do not know the brand (referred to as new customers) can get to know the brand through this interesting coffee aroma, and the old customers can return to the store again to buy and successfully recruit new customers.
- Activate emotions
Dessert with a cup of hot coffee soothes many people at three o’clock in the afternoon, when the coffee aroma is activated, what is presented in the consumer’s mind is the olfactory memory point of joy and beautiful time, and this emotion will be converted into actual purchase momentum.
- Tailor-made
Buses, advertising music, coffee aroma, and getting off the bus can see the brand’s physical stores, all of which are by no means just, but the brand personnel find out the key, the stores are near the bus stop signs, tailor-made this marketing plan, so that consumers can hear, smell, and buy immediately when they get off the bus!
- Brand imprint
Unlike the tangible brand logo, the taste cannot be described through words or words, and only by experiencing it can you feel the atmosphere and imprint the memory of the brand in your heart.
In this wave of epidemics, it has become a fact that the number of visitors has dropped significantly.
But for customers who are still willing to spend in the store, what can we add in addition to goods and services?
Take a detailed inventory of the brand’s relative advantages and resources, and use the sense of smell in the five senses to tailor a suitable plan to increase consumers’ favorability towards the brand.
