US2U Consulting's Kerwin Blackburn attended a seminar on Wednesday 11 October at King's College London (where he is currently studying for a Master's degree) on the topic of Olfactory Marketing, hosted by the university's Business School.
Olfaction is a sensory reaction that forms the sense of smell, and the seminar explored how companies may integrate this into the marketing of their products. Key to this discussion, however, was whether olfactory marketing is possible in the absence of any real scent - can imagery and branding 'trick' us into associating a product with a scent?
If so, evidence suggests that this can have a positive effect on product perceptions - assuming the scent is a pleasant one!
The seminar also touched upon the importance of ensuring relevant links between product and imagery, as well as the significance of this technique in the continuing digital revolution.
Were we using olfactory marketing (without even realising it!) with our 'I Wanna Be Orange' poster from 2016?