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Here it smells de… Telephone!
The nth style has been born from marketing: the marks can create their own aroma like one more a part de their corporative identity. The objective is “to attack” the sense that lasts more in the mind de the consumer.
de what they smell the marks? Until recently, nobody became that question. The companies had not been noticed de the effect that produces an pleasant scent in the experience de the client. The majority de companies has based its corporative identity on the image (the logo, the sponsorship or the furniture de the establishments) and the ear (the musical thread de the stores or the melody de an announcement in television). Nevertheless, the emotion that evokes a scent can be decisive at the time de the purchase and is possible to identify it with the values that the mark tries to transmit. It even serves to improve the productivity and the conditions de work de a company.
The United States and Japan are the countries where more olfactory companies exist than they invest in making arrive his essence by means de dispenser from perfume in each establishment. Muzak, customized musical thread supplier, produces also air fresheners for companies now. The airline Singapore Airlines bets by the marketing de the five senses to gain to the select public.
Disney uses this tool for fifteen years in its thematic parks. First, the American producer gave a realism touch to its spectacles de action, when adding scents de powder or burned rubber. More ahead, it impregnated the streets de the Disney parks with scent to popcorn to wake up the appetite de his clients.
An ascending business
The success de the measurement de Disney animated to the hotel chains Hilton and Sheraton, the Hard restaurants Rock, the automobiles de Lexus luxury and the cinematographic producer Paramount. In 2003, the marketing de aromas moved near 30 million dollars (21 million Euros) and it hopes that it reaches 220 million dollars in 2010.
In Spain, the marketing de the sense de smell is an incipient technique, although the market de the air fresheners for home and automobiles has grown a 74% in the last four years. To de Aroma, a company with a month de life, designs the olfactory identity de the companies de fast food Pans & Company, Rodilla and Dunkin Donuts, but also de other sectors, like Telephone, Cinesa, AC Hotels and Handle.
To de Aroma elaborates customized fragrances for each company, based on the values that the mark wants to reinforce, and implants dispenser de perfume in its establishments that need to exchange again the cartridge once a month.
“The companies spend much money in identifying itself before the consumer by means de the image. They have not fallen in which the sense de smell is the sense that lasts more in the memory”, indicates to Juan Miguel Anto6nanzas, president de A de Aroma. A study de the University de Rockefeller (New York) revealed in 1999 that the human being remembers 35% than he smells, against 5% than it sees, 2% than it hears and 1% than it touches. In addition, the memory can retain up to 10,000 different aromas, whereas it only recognizes 200 colors, according to found out the scientists Richard Axel and Linda Buck, Nobel prize de Medicina in 2004.
Thus, the scent de a solar cream remembers the vacations; the hot apple cake evokes a familiar meeting and a marine breeze fragrance is identified with the freedom. Nevertheless, 83% de the advertizing investment are concentrated in messages that perceive by means de the view and the ear, and forget to conquer the rest de the senses.
finished the time de the presentation and arrived the hour from the representation , affirms Anto6nanzas. Its company, that counts on a catalog de 2000 aromas, anticipates to install 6,000 dispensers and to reach a invoicing de 12 million Euros in five years.
The power de the nose
· The human being remembers 35% than he smells, against 5% than he sees, 2% than he hears and 1% than he touches, according to a study de the University de Rockefeller (New York).
· The memory can retain up to 10,000 different aromas, whereas it only recognizes 200 colors, according to Richard Axel and Linda Buck, that received the Nobel prize de Medicina in 2004.
· The sense de smell requires five million olfactory cells, that transmit the information to a zone de the brain responsible for the emotions and the memory.
· 83% de the advertizing investment are concentrated in messages that perceive by means de the view and the ear, and leave de side the rest de the senses.
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