Have you ever walked by a store in the mall and noticed a strong scent coming out of the doors? If so, you have experienced one of the more obvious instances of scent marketing. Scent marketing tries to associate a hopefully-positive smell with a particular store or brand. Done properly, it can be quite effective.

Humans instinctively associate scents with particular places, experiences, or people. This happens whether or not a business is intentionally doing scent marketing. A scent association can remain in a person’s mind for decades. Therefore, it makes sense to at least make sure that the odor of a business is a pleasant one. Scent marketing takes it one step further: it purposely tries to associate a particular scent with the business. This is usually accomplished through the use of scent systems.

Scent systems use machines to disburse the desired odor into the area of effect. These scent machines make sure that the proper odor is always present. If you notice that there is always a particular smell about a business, chances are good these odors coming from scent machines.

Some companies specialize in installing scent systems into businesses. Their expertise goes beyond simply providing scent machines. They can also help businesspeople decide on an overall scent marketing strategy, so the odor that ends up associated with the business is a positive one.

Scent is remembered even when not consciously focused on. Proper scent marketing form an even stronger brand association than images and sound, and therefore should be a part of every bricks-and-mortar branding strategy.

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