Question

Every day, Americans are bombarded with tons of advertisements coming out of their TVs, radios, and all sorts of other sources. While companies design many of these spots to be easily noticed by consumers, this video takes a look at one type of marketing that deliberately remains in the background. Known as “scent marketing,” companies use it to target the attention of a consumer’s nose rather than their eyes and ears.

1. How does scent marketing differ from other forms of marketing? What are its advantages and disadvantages?
2. What role does scent marketing play at company like Abercrombie & Fitch?

Answer 1

Scent marketing id different from traditional and other forms of marketing because, Traditional marketing focuses on how to attract customers based on information and the value of the product, while scent marketing targets the brain of the individual through their senses. This is done by involving the customers through sense of the smell of the product and make them believe of their use.

Advantages:

1) Increase brand awareness.

2) Increases customer engagement.

3) Impactful first impression.

4) memorable experiences.

Disadvantages:

1) Limited to possibilities.

2) Cannot be used for all types of products.

Abercrombie & Fitch has their own fragrances for Men's collection and sometimes they use this scent marketing techniques to spray this in stores where people can smell it and it helps in distinguishing the best aroma's available to the customers.