EVERYONE KNOWS THE “NEW CAR” SMELL. MAKE YOUR BRAND’S SCENT JUST AS RECOGNIZABLE AND INSPIRING THROUGHOUT YOUR DEALERSHIP.
THAT ‘NEW CAR’ SMELL: SCENT MARKETING FOR AUTOMOTIVE
Like it or not, the automotive industry is extremely competitive – and the slow economy has significantly impacted sales, leaving dealerships and car manufacturers to vie even harder for buyer attention. This stiff competition is driving those in the automotive business to adopt new strategies and marketing methods designed to engage consumers on a deeper level in order to win their spending dollars.
Whether your automotive business is focused on manufacturing, service or sales, strengthening your customer relationships should be the top priority. This means you need to market your brand effectively – and in this day and age, that means designing an unforgettable customer experience.
SO HOW DO YOU ENHANCE YOUR CUSTOMER INTERACTION AND CREATE A MEMORABLE EXPERIENCE?
Scent marketing is one method that yields excellent results time after time. Think about it – that ‘new car’ smell didn’t happen by accident. In reality, it was a scent carefully created to cater to the preferences of customers craving the perception of newness and luxury by imitating the smell of new leather, carpet, and (of all things) plastic – and it worked. Since then, it has been successfully and constantly employed by used-car dealers for decades. It triggers a powerful and favorable emotional response in consumers – so much so, that it is almost impossible to mention it without eliciting a response of familiarity.
Scent marketing takes this concept a few steps further by creating a unique ambiance through the use of custom scent in the showroom. By using scent marketing in your own showroom, you can enhance your customer’s experience and strengthen their emotional response to your brand. And you can do all of this while capturing and reinforcing perception of your brand’s values, strengths and core mission.
The ultimate car purchasing experience should leave your customers feeling inspired to promote and share your brand with others – to generate the word-of-mouth buzz that automotive manufacturers and dealerships strive to win. Your scent marketing strategy should incorporate the fragrances and tones that personify the essence of your brand while catering to the preferences and desires of your clientele in order to encourage the positive emotional responses and foster ongoing brand loyalty.
SCENT MARKETING: EXPLAINED
As an innovative and inexpensive approach to customer engagement, scent marketing can pack a real punch. Research has shown that scent is our most powerful connector – more closely tied to our memories and emotional associations than both visual and auditory stimulus. It is the only sense which is directly connected to the portion of our brains which stores emotional connections and memories. As a marketer, you can use this scent-brain connection to influence your customer’s behavior.
Scent marketing uses ambient fragrances to set the stage for a positive customer experience, building the emotional connections which enhance consumer response. When applied skillfully, scent marketing can strongly influence customer responses surrounding purchasing behavior, including evaluation of purchases, purchasing intention, and future brand loyalty.
The power of scent explains why the scent marketing industry is growing at an estimated 15% every year, according to research conducted by the Scent Marketing Institute, a global non-profit organization with annual revenues totaling more than $300 million worldwide.
Imagine: do you offer a luxury showroom infused with the rich, subtle scents of mahogany and leather, or a vehicle designed for the eco-conscious consumer, filled with the fragrance of cut grass, bamboo, or energizing green tea? Think about the image you want to put forth and you’ll start to get the picture. By selecting the fragrant notes which best invoke your brand’s core values and strengths, you’ll inspire feelings of well-being and connection in your consumers. It is this sense of connection that will inspire their repeat business.
AT MOOD MEDIA, WE’VE STUDIED THE EFFECTS OF SCENT MARKETING WITHIN THE AUTOMOTIVE INDUSTRY, AND WE KNOW HOW TO CREATE A CUSTOM FRAGRANCE SOLUTION TO PERSONIFY YOUR BRAND IMAGE.
For more information on how you can invoke the power of scent to boost sales, reinforce your brand image, and inspire a sense of connection and well-being which promotes brand loyalty, contact us today. We’ll help you determine the best approach for incorporating fragrance into your experiential marketing strategy and set the right mood from the start.