The Science of Scent and Emotion
The New York Times says the nose is an emotional time machine, taking people back to past memories and bringing things to mind. When you smell freshly baked cookies, for example, you remember baking with grandma. If you smell a scented candle that reminds you of oranges, you might remember a family outing.
The sense of smell is directly connected to the brain’s emotional center. What does that mean? Fragrances really can affect your mood! Have you ever placed a lavender scent on your pillow to relax at night? Citrus scents uplift and energize. Vanilla comforts and helps people feel well.
Crafting a Scented Candle Brand Experience
Scent marketing is all about engraining your brand into people’s minds along with a scent that speaks for its image. What do you want people to associate with the company? Cinnamon feels comfortable and warm, but people also report feeling alert and focused. Jasmine is associated with stress relief. There are tons of different scents with different effects.
In order to hit the right scent, examine your brand’s image. You don’t want an upbeat, lively brand to help people relax with the wrong scent — that doesn’t make sense.
Not only does the scent matter, but the look and appeal of the candle. Think about the color, the container, and other such aesthetics. The color should go along with your brand color and help you to stay cohesive.
Emotional Marketing Strategies Using Candles
The Washington Post states that even seasons have certain scents to them that bring emotional shifts. Emotional marketing allows you to evoke feelings and memories and have them linked to your brand through certain scents. Here are a few strategies to try:
- Storytelling
When burning, candles can help to tell a story. You can allow the user to create a story of their own through their memories, or you can name the scents to help the narrative. Title a citrus scent “Grandpa’s orange grove” to bring about family members, for example.
- Mood Enhancing
Study the scent options and decide which mood you want to enhance in your customers as they burn the candle. You could use the same candle scent in your store, perhaps, to pull it all together.
- Aesthetics
Use attractive packaging for the candles to tie them back to you in a positive light from the very beginning.
- Touch, Sight, Scent
If you present candles to customers, you are appealing to a number of their senses, including their sense of smell, their sense of sight, and their sense of touch. Be careful to look into each one so that you can get the most out of each one.
- Consistency
You want the candle’s color and scent to be consistent with your brand’s personality.
Practical Tips for Businesses
To effectively promote your business with scented candles, these tips are key:
Tip 1: Focus on Quality
Anything you hand out to customers as promotional items should be high in quality, as it reflects back on your brand and shapes their thoughts of you.
Tip 2: Brand Well
The candles will only be linked to you if they are branded well. Their label has to feature your logo, perhaps something about your company, and a scent that links to your brand.
Tip 3: Utilize Good Packaging
You don’t want customers to get home only to find their candle is already useless and broken. Package them well in boxes and/or gift bags so they make the trip safely. The packaging can also make a statement about your company.
Tip 4: Remember Your Audience
You want candles and scents that speak to your brand, but will also be appealing to your audience.
Measuring Success of Scent Marketing
The best way to measure the success of scent marketing when you pass candles out to customers is to put your QR code or website on the candle and monitor traffic.
You can also use scent marketing in-house by burning candles. Then, you can see how long customers dwell in the store, whether you have increased foot traffic, and whether you hear comments about the scent to measure its success.
In conclusion
Emotional marketing is a whole new type of marketing, but it works. Anyone is more likely to purchase something from a company they are emotionally tied to. Scents bring up memories and emotions and Save Your Ink can help you to form the perfect mix. Candle scents can help you feel energized, relaxed, and many other things. Choose wisely to keep your brand cohesive and watch the results!
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