It’s no secret that experiential marketing creates incredible results for businesses, reaching consumers on a personal level, appealing to their emotions and desire for thoughtfully tailored experiences.

With a strong increase in experiential marketing campaigns and a projected spend of $740 billion by 2020 in the U.S alone, businesses of all sectors can interact with their audiences through carefully curated interactions. Essentially, experiential marketing is a concept whereby companies take the essence of a product and amplify it into a set of tangible, physical and interactive experiences that reinforce the offer reaching consumers through an experience to stimulate emotion and connection to the brand. Unlike the traditional view of the consumer as seeking rational features-and-benefits, experiential marketing views consumers as emotional beings concerned with achieving pleasurable experiences. With endless opportunities, the concept of experiential marketing encompasses a vast array of connections crafted to each brand and target consumer.

From Instagram-worthy celebratory events, adrenaline inducing sports achievements, to promoting exotic bucket-list holiday destinations, brands are competing to gain meaningful emotional ties through these campaigns. Whilst the experiences seek to creatively stimulate sensory touch points, linking the experiential marketing campaign to a unique fragrance can encourage stronger emotional connections and even scent-recall, promoting vivid and pleasant memories of the experience. After all, it is our sense of smell that is directly related to both our emotions and memory, more persuasive than all other senses. By incorporating a fitting fragrance matching the theme or objective of the campaign, customers are totally immersed in a multisensory and unforgettable experience.

Imagine receiving an exclusive invitation from a renowned spirit label to a secret pop-up whiskey bar. Upon entering the dimly lit space, you are transported back in time – you see the glimmering bottles lining the bar, feel the warmth of the roaring fireplace, taste the complexity of the rare whisky, hear the ragtime music and most importantly smell a cozy and nostalgic blend of creamy sandalwood, smoky-sweet tobacco, caramelized amber and a spritz of bergamot enhancing the sense of mystique and sensuality. This sensory experience coupled with the bespoke fragrance is translated into a long-term memory, as a fragrance evokes memories that are more emotional than memories created through other senses.

With the undeniable success of experiential marketing, it is only logical to combine the added benefits of scent marketing to the overall campaign and strategy for an increased perception of personal connection, eliciting emotional responses and promoting long lasting memories of the brand experience. Reach out to Air Aroma and learn more about how fragrance can elevate your experiential marketing campaign.

As wellness becomes more mainstream and self-care essential to a successful life, the concept of a spa, or space dedicated to relaxation, is becoming as important and abundant as the neighborhood coffee shop.

In a world that continues to generate more flux and information, many of us are craving a unique experience that helps us stay grounded, focused, and in touch with our truth. Without the distractions of the outside world, distinct spaces designed to do exactly this hold space for the kinds of transformations we seek, and make it accessible on a daily basis.

In order to create these safe havens for relaxation, every aspect of design and mood is taken into consideration. White walls and natural timber floors may help form the essence of lightness and openness, while a living plant wall can bring new life and greenery into a space. Alternatively, dim candlelight and dark ambient music may bid the sense of weightedness. Red hued curving walls create an atmospheric escape, while large skylights with the sound of subtle bird chirps draw inspiration from nature. Sight, sound, scent, vibrational energy, and possibly touch or taste are all to be considered. Certain spaces will want to exude and arouse a certain feeling, depending on their offerings and vision for their clientele.

Beyond visual and auditory cues, a favorable way to make this distinction is through scent. Even before a client experiences a spa treatment or class, their first impression of the space is what is usually most memorable. Through the power of scent, an experience is made more positive and impactful, as our sense of smell is directly linked to our limbic system in the brain, which processes memory and emotion. Clients remember the way they feel, and spas and wellness centers are there to create a particular feeling and experience. It’s important that the space not only feels welcoming and inviting, but also complements the other aspects of the wellness sanctuary, to create a consistent, comprehensive experience. When the right atmosphere is created, clients will be drawn to relive that positive experience.

Founded on the basis of essential oils and aromatherapy almost 20 years ago, Air Aroma designs fragrance blends specifically intended for things like stress reduction and mood enhancement, ideal for spas and wellness centers. Whether the intention is to revive, soothe, or energize, we can work harmoniously with the brand concept to create something truly unique for you.

While many think of jewelry as a simple act of adornment, every embellishment we wear has must stronger emotional factors which range from deep sentimental value to the emotions such jewelery represents in cultural and societal norms.

Every jewelry purchase for personal use or gifting is often inspired by emotional influences including love, happiness, pride, or guilt. It is through this transaction where the customer hopes to convey their desired emotion into a personal and meaningful piece of jewelry. Due to the emotional factors which impact the purchase of jewelry, it is essential that retailers carefully craft a multi-sensory experience including music, fragrance, colours and textures which can ultimately guide the customer’s perception of brand, quality, and provide higher enjoyment of the store experience (Mattila and Wirtz, 2008).

By building a harmonious atmosphere and environment to the store, this can help increase overall sale volumes (Laakso 2004, p.57). Just as gemstones and semi-precious stones embody specific meanings, a signature fragrance acts to translate the retailer’s objectives into a bespoke scent, stirring and emotional response from the customer. A sensual fragrance of Rose, Jasmine, Lily of the Valley, Vanilla, Musk and Sandalwood can conjure feelings of love, comfort and trust – evoking the associated emotions relating to the desire for engagement rings and wedding bands. Due to the deep connection between memory, emotion and sense of smell, diffusing a suitable fragrance in the jewelry retail environment can lead to increased brand loyalty & retention, improved perfection of the brand & service, and reduced perception of time. Jewelry brands with a signature scent such as John Hardy have a competitive advantage and higher chance of being remembered than others as customers will remember a smell with 65% accuracy after 1 year, whereas customers can only recall visuals with 50% accuracy after just 3 months.