Scent Marketing Concepts and Strategies

The video explores scent marketing, a strategy that uses scents to enhance customer experiences. It discusses how scent marketing can influence emotions and behaviors, citing research that shows its effectiveness in improving memory and perception. Examples include museums and retail stores using scents to create specific atmospheres. The video also highlights challenges, such as mismatched scents leading to negative reactions, and concludes with a sponsor message from American Express.

What is the primary focus of scent marketing?

• Direct advertising

• Subconscious influence

• Visual branding

• Auditory branding

How does combining scent with visual marketing affect memory?

• It only affects short-term memory

• It weakens memory retention

• It has no effect on memory

• It strengthens long-term memory

What is an example of a scent that can make a store seem cleaner?

• Lavender

• Lemon

• Vanilla

• Coffee

What is 'billboard scenting' in the context of scent marketing?

• Using multiple scents in one store

• A subtle scent that is barely noticeable

• Changing scents based on customer feedback

• A strong, consistent scent across all locations

Which brand is known for using billboard scenting?

• Nike

• Apple

• Abercrombie and Fitch

• Starbucks

What is crucial when creating a scent for a brand?

• Using the most popular scent

• Aligning with the brand's visual identity

• Making it as strong as possible

• Changing it frequently

How is scent typically diffused in stores?

• Via HVAC systems

• With air fresheners

• Using scented candles

• Through open windows

What happened when 'Got Milk?' used cookie-scented strips at bus stops?

• It was a huge success

• It had no impact

• It backfired and was pulled after one day

• It increased milk sales

Why did Starbucks halt the sale of breakfast sandwiches in 2008?

• They ran out of ingredients

• The sandwich smell clashed with the coffee aroma

• They were too expensive

• Customers disliked the taste

What is a potential negative outcome of mismatched scent marketing?

• Increased sales

• Positive customer feedback

• Negative public reaction

• Higher customer retention