Weeks ago a good friend explained to me how a group of engineers German had itself displaced until their company to investigate, to analyze and to select best new scent to for a new model of car that its company was going to send to the market shortly. Yes, you have heard well: scent to new. But this is not inherent to the car? Reflecting with it commented me to him that formerly, at the time of the first six hundred in Spain, when you entered a new car smelled a little rare due to all the new pieces, to plastics, metals. It smelled of the pieces, but it was not an pleasant scent. How long it does already of that truth? Because it is clear that, it had to say it as much people who with the passage of the years, the automobile companies took note and were able to give the return to the tortilla and now. Who, when somebody teaches a new car to you, besides commenting the tuna to him, modern, elegant that is the new car does not comment to him as it smells of new! truth? Since it is clear to you: that scent no he is accidental. It is a scent fruit of many hours of dedication of a group of experts in the matter. This is a clear sample of sensorial marketing.
A new tendency in marketing that is being used for years by some companies to activate memories, emotions and images in the mind of the consumer, influencing in our senses. Certainly to all it sounds the scent to you characteristic of many stores of clothes, all the of the same chain smell equal by the same, we identify so that them. Many of the bakeries of the great cities even have verified their increase in the sales thanks to to give off that scent characteristic of bread just done that it invites to enter the store. Uuumh! All the realised studies to date confirm their effectiveness to us and in addition they say to us that: – We remembered 1% than we felt – We remembered 2% than we heard – We remembered 5% than we see – We remembered 15% than we tasted And, – We remembered 35% than we smell To take advantage of that 35% effectiveness is what they are making these marks. The senses are motors that help us to live the experience on the mark. An added value to very consider, that no longer is only patrimony of famous and stars of the celluloid, many companies, many marks begin to have their distinguishing scent, his odotipo (word technical, equivalent in design to the logo). For this reason, I invite to you to reflect: if your mark had scent, of what it would smell?