Selling More Over the Counter Medicine & Healthcare Products with Scent Marketing
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Scent marketing can significantly boost your sales and strengthen your branding in over the counter medicine, personal care and healthcare categories. Learn how it can encourage first time trials, invigorate iconic brands, reduce spillage from open containers and improve the customer experience.
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Selling More Over the Counter Medicine & Healthcare Products with Scent Marketing
- 1. Scent Marketing Is Good for Your Health “Mind Control at Retail” Seminar Consumer Healthcare Products Association September 12, 2012
- 2. The importance of smell Consumers were asked which of their senses were the most important when recognizing brands 0% 10% 20% 30% 40% 50% 60% Sight Smell Sound Taste Touch www.thinksensory.com
- 3. What’s going on inside your customer’s brain? Sensory input comes in at a rate of 11 million bits of information per second. Our conscious brain can only process at best, 40 bits of information per second. www.thinksensory.com
- 4. hippocampus Why the sense of smell is so powerful “With all of the other senses, you think before you respond, but with scent, your brain responds before you think.” (Vlahos, 2007) Smell is directly connected to the emotional & memory centers of the brain. (Herz 2002) Scent marketing can be effective even when it is under the conscious level of awareness. (Li, et al. 2007) www.thinksensory.com
- 5. 75% of emotions are generated by smell. (Bell and Bell 2007) We are 100 times more likely to remember something that we smell than something that we see, hear or touch. (Vlahos 2007) Scent touches us in lasting ways www.thinksensory.com
- 6. Scent has been shown to impact how consumers: Evaluate products Decide to buy a product Spend money & time Feel www.thinksensory.com
- 7. Scent boosts sales Grocery - sales tripled when ambient scent was added. Restaurant - 15% more time and 20% more money spent in a scented environment versus non-scented. Retail clothing store - sales almost doubled on days when a scent was used. www.thinksensory.com
- 8. What do you feel when you smell…? = alert, bracing, sharp, energized = comfort, trust, reliability = clean, happy, energetic, fresh = calm, relaxed, soothing www.thinksensory.com
- 9. The growth in alternative medicine Increasing number of products and brands competing for customers Green movement and emphasis on natural ingredients www.thinksensory.com Use of scent in OTC marketing supported by:
- 10. Scent possibilities at multiple customer touch points Brand or Product Product fragrance & flavor POS shelf or display scenting Scented packaging plastic, box or label Bus shelters, promos and events Scented direct mail, coupons & ads www.thinksensory.com
- 11. The smell-taste link Flavor is 70% smell and only 30% taste Enhancing the smell of your product can make it more palatable to consumers Use iconic flavor/smells in marketing to reinforce your brand www.thinksensory.com
- 12. Making a difference where it counts 70% of purchase decisions are made in the store, and 50% in the aisle. 39% of consumers choose a brand to purchase while in the store. Almost 30% buy in a category they didn’t plan to buy. * Research by Miller Zell and OgilvyAction www.thinksensory.com
- 13. Make your packaging work for you What is this medicine going to taste like? I hope it doesn’t smell bad! I like that flavor/ smell. I’ll definitely buy this (and again and again)! www.thinksensory.com
- 14. Scented packaging methods Packaging can be scented in many different ways: – Labels • Scratch ‘n sniff • Rub n’ sniff – Canister insert – Integrated into material • Cardboard box or blisterpack • Plastic container – Caps, covers and openings www.thinksensory.com
- 15. Draw consumers’ attention Stimulate impulse purchases Encourage tries by first time buyers Final push to get them to choose you over a competitor Scenting at the point of sale What to choose…? www.thinksensory.com
- 16. POS scenting can save you money Using scent marketing can help CPG companies and retailers save money by removing the need for costly self- sampling of scent Reduce spills, drips and damaged product www.thinksensory.com
- 17. Small scent diffusers can be attached to shelves or incorporated into cardboard POS displays and racks • Timer activated • Motion activated • Continuous • User activated Point of sale scent methods www.thinksensory.com
- 18. Scented advertising “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” John Wanamaker According to a study, scented print ads were read almost 20% more than non-scented ads. (GfK MRI Starch Advertising Research 2012) www.thinksensory.com
- 19. Your turn… How can you use the power of scent to: Increase sales Reinforce your brand Enhance customer experience Preview flavors ? ? ?
- 20. What are you waiting for? It’s time to • World-renowned sensory marketing expert, quoted in Bloomberg Businessweek, Advertising Age, AdWeek, Forbes and many other media • Scientifically proven methodologies tailored to your real world business • Our systems are risk-free. We are the only sensory marketing company that guarantees ROI. www.thinksensory.com
Notas do Editor
- This research was done by Martin Lindstrom and published in his book Brand Sense. The same research showed that relied almost exclusively on sight and sound for their branding and marketing, with almost no use of smell, taste and touch.
- What happens to all the excess information that the conscious brain can’t process? It goes into the subsconscious. The vast majority of the information that customers use to make a buying decision is based on sensory input, memories and non-conscious associations. According to Harvard marketing professor and author Gerald Zaltman, “95% of our thoughts, emotions, and learning occur without our conscious awareness.” According to A.K. Padeep, author of The Buying Brain and CEO of Neurofocus, it is closer to 99.999%.
- “With all of the other senses, you think before you respond, but with scent, your brain responds before you think.” (Vlahos, 2007) Your sense of space, movement, speech, problem solving, vision and hearing are processed in the neocortex. Of the senses, only olfaction is processed in the limbic system. The olfactory bulb is directly connected to the limbic system and to the amygdala, the structure that processes emotion. It is also strongly connected to the hippocampus, the part of the brain responsible for memory and associated learning. (Herz 2002) Because there is no thinking necessary and consumers do not perceive the scent as being a marketing tactic, scent marketing can be effective even when it is under the conscious level of awareness. (Li, et al. 2007)
- So here’s a bride sniffing her bouquet. What do you think she will feel and think of every time she smells roses for the rest of her life?
- Ambient scent increases positive product evaluations by 25%. People spend up to 50% more time in stores that are scented. A customer who dwells for 40 min is more than twice as likely to purchase as someone who spends 10 min. Shoppers who hang around longer spend, on average, twice as much. (Maynard & Co, 2007) Customers are willing to spend 10-15% more money for the same item in stores that have scent. (Hirsh 2003) Scent increases recall of unfamiliar brand names and increases recall of specific products and their features.
- When the aroma of fresh baked bread was dispersed in a grocery store, sales in the bakery section tripled. Scent in a casino proved to increase gambling revenue by 45%. At a restaurant, patrons spent 15% more time and 20% more money in a scented environment versus non-scented. In a clothing store, sales almost doubled on days when a gender-specific scent was used.
- Scent effects come from emotional associations + physiology
- Herbs, with their distinctive smells, were the basis for the first medicines
- Scent marketing can: Increase your product sales - make it your brand they put in their basket! Keep existing customers and gain new ones Stand out from the crowd on the shelf
- Dispel fears of an unpleasant “mediciney” taste Introduce new flavors or scents (like fish oil, garlic tablets, some herbal medicines)
- A Swedish study found that POS scenting: Increased sales by 17% Increased overall sales revenue by 14% Increased incidence of unplanned purchases Improved store evaluations (Leander-Olsson and Wenehed 2010)
- Using scent marketing can help manufacturers and retailers save money by removing the need for costly self-sampling Reduce spills, drips and damaged product
- Adding scent to your magazine advertising, inserts and coupons can make a dramatic difference in the traffic driven to stores to buy your products. “Not only do scent and pictures help memory; when you put them together, they have a super-additive effect.” Maureen Morrin, scent researcher Rutgers University Scented inks Scented papers Scented coatings Scratch n’ sniff Rub n’ sniff Peel and sniff
- Dove, Clean & Clear, Nivea, Crest, Listerine, Axe, Neutrogena, Schick, Hawaiian Tropic already use scent marketing Imagine… A bus shelter in winter scented with eucalyptus and honey with visual ad for cough drops or cough syrup, QV code for a discount on the product Direct mail or in-hospital giveaway for products for new mothers, scented with baby powder or lavender POS display for herbal supplements, scented with the same fresh herbs that are in the product Launch new, better flavored cold remedy with scented label