Scent Marketing:

Utilizing Fragrance Outside the Bottle to Increase Sales of Consumer Packaged Goods

Rising Emphasis on Scent

More and more CPG companies are placing a heavier strategic emphasis on scent.

This is supported by shifting demographics, particularly the growing Hispanic population in the US, who seek out products with strong fragrances.

The Fragrance Conundrum

Fragrance in consumer packaged goods, personal care and cosmetics is a major differentiator and part of your brand identity

But, the fragrance is locked inside the bottle and can only be enjoyed after purchase

Beyond the Bottle

Scent marketing liberates fragrance from the confines of the bottle so that the fragrance that defines your brand can be used to sell more product!

Scent Is More Powerful Than You Think

The olfactory system is directly connected to the limbic system, the seat of human emotions, and the hippocampus, the memory center of the brain.

Most important things for building a strong brand:

– Brand provokes a strong emotional response

– The customer remembers the brand name and characteristics

To introduce a new product or a new scent

To reinforce a trusted and familiar product scent

To “explain” the product’s scent

Why Scent at the Point of Purchase?

Scent Marketing Can Cut Costs, Too

Using scent marketing can help CPG companies and retailers save money by removing the need for costly self-sampling of scent

Reduce spills, drips and damaged product

Making a Difference Where It Counts

According to research*, around 76% of purchase decisions are made in the store, and 50% in the aisle.

More than a third of consumers (39%) chose a brand to purchase while in the store.

Almost 30% bought in a category they didn’t plan to buy

* Done by Miller Zell and OgilvyAction

Increase your product sales

Keep existing customers and gain new ones

Stand out from the crowd on the shelf

Many Top Brands Already Use Scent Marketing

Scent Possibilities at Multiple Customer Touch Points

Brand or Product

Product fragrance & flavor

POS shelf or display scenting

Scented packaging

plastic, box or label

Bus shelters, promos

and events

Scented direct mail,

coupons & ads

Want to Learn More?

www.scentworldevents.com

Cutting edge scent marketing solutions, applications, research and technology to help

you sell more!

• Access latest scent marketing research and technology• Have a voice in this growing industry• Network with scent marketing providers worldwide• Enhance your credentials in an area that can benefit

clients• Protection from anti-fragrance initiatives & activism

How Can You Get Involved?

To take full advantage of the scent marketing growth opportunity, join the Scent Marketing Institute

The Scent Marketing Institute

Contact SMI todayJennifer Dublino

Jennifer@scentmarketing.org Join online

561-400-0009

www.scentmarketing.orgwww.scentmarketingdigest.com