The history of olfactory marketing, the introduction of olfactory marketing

Scent marketing is probably as old as word-of-mouth, if not older. Since time immemorial, open-air market vendors have used burning incense to attract passers-by to their stalls.

In 2002, Coca-Cola launched Lemon Cola in Shanghai. Coca-Cola loaded a spice into a machine with automatic sensing and placed it in a kiosk at a bus stop, and when people passed by, the flavor sensor automatically sprayed the fragrance, which was reported by major newspapers. McDonald's later adopted this form of advertising in Beijing, during breakfast time, as soon as someone approaches the bus shelter billboard, the billboard will automatically ** McDonald's breakfast sound advertisement and spray fragrance.

Nippon Telecom** Corporation (NTT) has developed a device that can create fragrances in sync with digital television program content, which was well received at the Digital Technology 2005 Expo held in March 2005. In the 3-minute cooking program of the live demonstration, the aroma generator adjusts the appearance time and intensity of 7 odors such as beef, tomatoes, oysters, black pepper, garlic, roasted garlic, and oyster spicy soy sauce based on the images of beef, fried oysters, and tomatoes. At first, the smell of various food ingredients and seasonings is emitted, and as the dish is cooked, it emits a mixed odor, and the intensity of each odor is divided into 10 levels.

On December 5, 2006, the California Milk Processing Board issued a statement titled "Drink the Milk?" at a select bus shelter in San Francisco. The advertisement can give passers-by an enticing scent of freshly baked chocolate chip cookies. A special scented grease is applied to the mezzanine of the bus shelter, and the fragrance emitted is close to 100% real.

In today's era, from the seller's market has shifted to the buyer's market, the change of the market pattern is more professional marketing, and into the era of experiential marketing, the current transaction scene as an important part, the transaction scene is online, offline, online focus on Meitu, **, etc., offline pay more attention to the experience of the store, the store experience is divided into audio-visual smell touch, visual refers to the visual impact brought by the store display system, including: "Visual marketing is English (visual Merchandising) is an abbreviation for Chinese, a method of attribution marketing technology, but also a visual experience; It refers to the purpose of product marketing or branding through vision. For ease of understanding, we call it the promotion of a product or service by raising the (potential) interest of customers through visual impact and aesthetic visual perception (30).

Hearing is the earliest human senses, the ancient musical instrument as a tool for entertainment and leisure, among them, for them to be able to relax, relax a good way to relax, everyone likes**is derived from**to their hypnosis, to help them. It makes them more enthusiastic about listening to light ** (almost all light ** at that time), and they like and even rely on **. ** For them it is a kind of sustenance15

Olfaction. Marketing HistoryScent marketing is probably as old as word-of-mouth, if not longer. Since time immemorial, open-air market vendors have used burning incense to attract passers-by15

Taste. Overview of Taste Marketing Mobile phone boss Sony Ericsson has launched a ** mobile phone that will emit a light fragrance when used and make people calm when smelling; South Korea's LG mobile phone, known as "chocolate", exudes the scent of chocolate; Samsung, on the other hand, spreads the scent of sweet honeydew melons in the store15.

Touch. People are more confident about products that they can touch in person (although companies that sell products online have difficulty making their products accessible to consumers); On the Exposure Needs Scale, people with higher scores were particularly affected by the sense of touch.

From this, we can see that the sense of smell and taste play a strong guiding role in modern marketing, their role is very distant and feasible, especially in the space environment, product bioengineering is widely used, modern people do not have to go to the market, but large shopping malls, the smell of people still affects the customer experience, in addition to perfume (to improve human body odor), European and American countries will diffuse plant essence into the air through technical means to improve indoor odor, At present, the hotel industry, bars, high-end clubs, clubs, 4S stores, and the medical beauty industry have all put forward requirements for taste and made attempts.

In addition, among the companies that do aroma marketing, the more famous companies abroad are "Scentair", and the domestic ones are "Centifi" and "Eve Environmental Protection Technology".

Olfactory marketing refers to scent marketing, and among all the human senses, the sense of smell is the most sensitive, and it is also the most closely related to memory and emotion. It has been scientifically proven that each person's nose can memorize 10,000 tastes, and olfactory memory is twice as accurate as vision. Every day, we live with taste and experience the significant impact it has on emotions, memories, emotions, and behavior.