We are often attracted by the smell of the café, stop to buy a cup of coffee, sit in the corner of the café for a short break, smell the aroma of coffee, taste the mellow coffee, and feel this moment.
The taste and aroma attract us to this café, and this experience will become a habit after a few repetitions, and such consumption behavior is more practical and effective than other marketing methods, and it is easy for consumers to return.
Martin Lindstrom, a brand expert, pointed out in “Buying the Senses, Believing in the Brand” that 75% of human emotions are generated by the sense of smell. A person’s memory of the photo is only 50% after three months, but the accuracy of recalling the smell is as high as 65%.
Why does the taste make us remember it so strongly?
This is because the part of the brain that controls the sense of smell is adjacent to the limbic system of the brain, which is responsible for emotions, and emotions are closely linked to the storage of memories.
Of all the senses, the “smell” response is the most immediate, primitive, and indescribable. As a result, we are more able to attract consumers to their homes through taste, which is more effective than other marketing methods.
The memory point of smell can strengthen the impression of the brand in the minds of consumers, coupled with good service and good quality, it can also make consumers take the initiative to recommend to friends, becoming a powerful tool for word-of-mouth marketing.
Taste is promoted in marketing, if consumers come whenever they come and smell the same taste, it will make consumers feel intimate, thus arousing potential consumption desires.
Brand marketing can put some effort into store taste, study how to attract more consumers with smell, transform intangible taste into tangible business cards, so that customers are no longer just passers-by, but “good” customers who smell and are curious.
#香氛藝術家陳炫良
