In recent years, guests staying at international hotel chains have begun to have a fresh feeling, that is, the scent that comes out of the lobby, in fact, careful people will find that each of the international hotel brands have been quietly set up a unique flavor, it is very interesting, used to say: "This hotel has a lot of It is very interesting to note that the old saying, "This hotel has a great flavor!" It is interesting to note that the old saying: "This hotel smells good!" no longer refers to the service, but has become a real sensory experience for the customer. This new initiative and trend, defined as hotel scent marketing, is a trend that has emerged as a result of the continuous improvement in the technology of in-store air scent diffusion systems. Now widely collected relevant information to do a brief introduction:
First, the definition of scent marketing:
Refers to a specific odor to attract consumer attention, memory, identity and ultimately the formation of consumption of a marketing approach, is the stimulation of the consumer's sense of taste, smell, as opposed to the traditional visual stimulation. The sense of smell is the most sensitive of all human senses, and the one most closely linked to memory and emotion. It is scientifically proven that every human nose can memorize 10,000 kinds of flavors, and the accuracy of olfactory memory is twice as high as that of visual. Every day, we live with smell, experiencing the significant impact it has on emotions, memories, moods, and behavior. People associate smells with specific experiences or objects, and Fragrance Marketing FM (Fragrance Marketing) was then introduced and widely used by businesses. Scents, lightly scented like labels, remind consumers of specific brands at first sniff.
Fragrance marketing is an upgrade of the traditional brand sensory experience. People originally constructed their perception of the world from five senses - sight, sound, touch, taste and smell - and in the past, we relied heavily on the visual and auditory senses to build our brand image. In the past, we relied heavily on the visual and auditory senses to build our brand image. Nowadays, we use taste and smell to differentiate between company and product identification, to motivate customers to buy and to add value to the product. Other human senses are integrated in the marketing of products in order to trigger aesthetic or excitement in the customer. Scent marketing is an innovative marketing tools, is a marketing differentiation insertion model.
Scent marketing began in the late s in Europe and the United States in the developed countries, around 2005 into a period of rapid development, and now has a more mature, like visual and auditory marketing has been generally accepted. Foreign famous scent delivery enterprises such as the United States of America's SCENTAIR and other strong into China.
Two, scent marketing classification:
Scent marketing is divided into items scent marketing, environmental scent marketing. Fragrance marketing is mostly seen in the clothing field and other products will be scented in order to try to attract customers marketing methods, while the environmental scent marketing is in the space environment of the air to join the unique scent, so that the people in it can feel the mood of pleasure, this marketing is mostly seen in the entertainment and leisure service venues, such as hotels, clubs, high-grade restaurants, bank lobbies, high-grade shopping malls, airport lounges, etc., and of course, there are also many high-grade office buildings and residential houses are also used. and residential buildings are also used. General people say that the fragrance marketing refers to the latter, because the latter can improve the service provider's hardware and software facilities in order to improve the brand grade and can attract customers and low cost, the use of small workload. The former is only to improve the attractiveness of goods, and the workload of the fragrance is large, the cost is large compared to the latter, and the impact is not large.
Two, scent marketing in the application of modern business:
The aviation industry has entered a new era of sensory brand marketing, take Singapore Airlines flights can feel a special scent, they come from the SIA stewardesses on the body of the smell of perfume, hot towels on the smell of perfume, as well as the entire cabin corners ...... This special scent, called "Stefan Floridian Waters", has become SIA's patented scent, which is specially formulated by Scentair of the United States as "hot towel perfume", and has become SIA's patented scent. The scent has become SIA's patented scent. Stefan Floridian Waters may be thought of as a family name, but in fact it is part of the Singapore Airlines identity and is a specially designed scent. It has been registered as a unique trademark of Singapore Airlines.
The first thing that catches your attention when you step into the first class cabin of British Airways and the first class lounges at New York's JFK or London's Heathrow is the distinctive scent, an aroma called Meadow grass. Airlines spray this fragrance into the air on scheduled routes to reinforce their brand image among their most valuable customers. This new sensory experience, which is different from the visual as well as the experiential, is unique, innovative, and well-marketed.
Disneyland's popcorn stand, when business is slow, will turn on the "artificial popcorn scent", and soon customers will automatically smell the scent; there are also retailers who regularly release a variety of scents in sequence, "decorating" the store environment, so that olfactory fatigue customers will also be able to smell the scent. This way, customers who are tired of smelling will also notice these different odors.
Cell phone giant Sony Ericsson has launched a new phone that emits a light scent that calms the senses when in use, while South Korea's LG's "Chocolate" cell phone emits a chocolate scent, and Samsung spreads a sweet honeydew melon scent around the store... ... This is the brand view of the new century, this kind of good use of the sense of taste, extend the sensory perception of the marketing approach, we call it taste marketing, which is different from the traditional marketing of a marketing means of innovation, is a new means of marketing insertion, is the visual and auditory era of marketing upgrade.
Starbucks Café is the first brand in the world to use coffee to convey culture, the coffee scent leaves us a permanent memory, smell and taste things; North America BOSS will be "the taste of men" this advertisement and the store charm flaunts the male scent into one, become a model of audio-visual brand and olfactory brand perfect fusion. Singapore's K. Wah Cinema installed a scented electronic device, and when the film Charlie and the Chocolate Factory was screened, the screening room was filled with the rich aroma of chocolate, and the result was a very happy audience.
Three of the latest applications of scent marketing in China:
Four scented odors tailored for the 2010 Shanghai World Expo met with Shanghai residents and visitors from around the world. Shiseido's special perfume bottle design for the Expo was inspired by the elegant white petals of Magnolia, the Shanghai city's flower, while the two perfumes brought by France best reflect the characteristics of Shanghai in that its main fragrance is the scent of Magnolia.
The two fragrances from Japanese cosmetics giant Shiseido are called "Shanghai Flower Ripple", and the two scents, Qing Ling, which smells fresh and represents modern Shanghai, and Yu Yi, which smells strong and symbolizes old Shanghai.
The two perfumes made in France are directly named "French Pavilion" because their image is the French Pavilion itself at the Shanghai World Expo. The fragrances are available for both men and women, and the unique mesh structure of the French Pavilion can be seen on the packaging.
The survey found that as long as a brand can attract consumers in more senses, the stronger the brand experience will be. In the case of the Shanghai World Expo, the use of olfactory branding in the pavilions enabled visitors to remember the experience long after they had visited. As a result, olfactory branding can even help a country build a favorable national image in the minds of visitors.
Four, scent marketing in the hotel industry in the application:
International big brand hotels are emitting scent, Ritz-Carlton, Oriental, Shangri-La, Marriott is no exception. To leave an impression on guests, comfortable lobbies, luxury decoration and high level of service is naturally indispensable, but now in those more subtle factors, aroma can attract more attention.
For example, Starwood is now creating a special "scent card" for its guests to make their stay memorable. Since October 2005, Starwood has been promoting a scent strategy. They spread unique scents in the lobbies of their hotels to deepen guests' impression of the hotel and attract them to return. The Sheraton's lobby scent is a blend of fig, mint, jasmine and freesia to make people feel at home.
The Westin now smells the same aroma to the guest on Financial Street as he did at the Westin Times Square in New York. The scent is complemented by a globally consistent style of lighting and background music, which allows the fast-moving businessman around the world to work in his own familiar space and atmosphere at any Westin. The Westin lobby emanates an elegant white tea scent mixed with geranium and freesia to calm and relax.
The Four Points, on the other hand, utilizes an aroma derived from apples and cinnamon, which on first sniff reminds one of apple pie and the hotel's unpretentious style. It was a gusty scent, not so strong as to be pungent.
It is understood that the Sheraton Hangzhou Binjiang Longxi Four Points Hotel has recently replaced the new fragrance system, in the past, guests walked into the hotel, smelled a kind of apple pie flavor, but now as long as you step into the Sheraton Longxi Four Points Hotel, you will smell a more distinctive flavor. It's fresh and natural, kind of like the fresh grassy smell that comes from the grass in the summer afternoon after a rainstorm.
This is precisely the hotel's scent marketing technique. Nowadays, many businesses with the aroma to trip consumers, so that they willingly pay out of the wallet. Change the flavor of the hotel is not only Longxi Four Points by Sheraton one, Sheraton Hotel Group a **** management of 142 Four Points by Sheraton branded hotels, these hotels are distributed in 24 countries around the world. So many Four Points by Sheraton hotels got this new scent at the same time. Four Points by Sheraton hotels tailor-made scent, Four Points by Sheraton this scent has a pretty good name, "Pinwheels in the Breeze", the Chinese translation of the "windmill flavor", "that kind of It's like the fresh and refreshing scent of the outdoors on a spring day." "The windmill smell is unique to Four Points by Sheraton hotels. Sheraton Hotels Group has a number of brands such as Regency, Luxury Collection, W Hotels, Westin, Le Meridien International, Sheraton, Four Points by Sheraton, etc. Each hotel has its own unique flavor, which is exclusively customized according to the style and positioning of the hotel.
Today's fragrance industry in general is only involved in public **** area, airports, banks, shopping malls, hotels and other places, the future scent will enter the guest room. There will be only one lobby, and there will be many guest rooms. Immediately after you move in, you can choose a style room according to your favorite, choose a scent, and as soon as you open the door, your room will emit your favorite smell: fresh citrus, lilac flowers, or the light aromatic smell of winter trees.
Fragrance services penetrate into hotels, clubs, senior housing centers, retail and other consumer places, become a quality of life after the improvement of high-grade consumption, the consumer object is also to the middle and higher income classes, these people on the requirements of the scent is still to the health of the premise that some of the poor quality of the fragrance that may trigger a headache and other conditions will not have a market, so in the choice of scenting products, the brand is very important to the customer's health is very important.
The distinctive fragrance has become the new logo of the hotel. Restaurant "aroma" is also a product, ? Chinese people's diet has always been the study of "color and flavor", so that the aroma of the dishes to diffuse, "aroma marketing", has also become an important means of many restaurants.
Fifth, the implementation of scent marketing application research
At present, some internationally renowned scent consulting firms can be based on the customer's brand image for the design of the recommended or R & D and the customer brand personality in line with the unique scent.
In fact, to determine an olfactory brand is a systematic and professional project, through the selection of incense, introduction, dissemination, evaluation, revision of a series of procedures, the selected scent must be with the brand's visual and auditory recognition system organic integration, and to accurately grasp the positioning characteristics of the customer's core customer base and olfactory sensory feelings, and to leave a deep impression; scent to ensure that first of all, do not make a person produce an allergic reaction, and try to avoid making those who are sensitive to the scent, and to avoid making those who are sensitive to the scent. The scent should firstly ensure that it does not cause allergic reaction, and also try to avoid making those who are sensitive to the scent disgusted, and at the same time, it should be coordinated with the professional marketing communication suggestions and market data collection and analysis. The introduction and construction of olfactory branding is an important channel for effective brand communication, and is also the trend of brand communication. A successful olfactory labeling design is better than millions of dollars of media investment, and olfactory branding expenditures should be included in the annual budget for branding - creating a brand experience that extends beyond traditional visual and auditory modes, placing customers in an environment where they can experience the brand in a way that is more appealing to them and their customers. Creating a brand experience that extends beyond the traditional visual and auditory modes, placing customers in an environment that appeals to multiple senses and transforms them physically, mentally and spiritually. This is a true sensory experience and a very effective brand marketing tool.
The automatic scenting system is currently more commonly used in hotels, for fully automatic control, according to the use of the environment, the length of time, concentration and frequency of diffusion of a one-time pre-programmed settings, repeat the atomization of the given period of time, to achieve the cycle of intelligent settings. The main control equipment and atomizer is generally installed in the machine room, and then the natural plant essential oils through the special diffusion equipment connected to the central air conditioning system, the essential oils after atomization into a negative ion fragrance, follow the air duct airflow diffusion to the air conditioning covered area, so as to create the space of the fragrance atmosphere, improve the quality of the space. The use of intelligent program control system, easy to use and simple. According to the use of the environment, the length of the diffusion time, the concentration of the demand, repeat the atomization in the set time period, to achieve the cycle of intelligent operation, without manpower to see, without special maintenance, professionals regularly visit the test. Essential oil use time is about 500 hours/bottle - 850 hours/bottle (500ML), it is recommended to run from 7:00 am to 11:00 pm, and run 16 hours per day. Daily consumption is related to the following factors: the parameters of the central air conditioning; the range of central air conditioning coverage (cubic meters); the airflow of the diffusion space; the requirements for the concentration of the fragrance in the space; the requirements for the operating time of the fragrance; and the choice of different fragrance types.
The hotel can also be based on different themes, festivals by the scent consulting company to design different kinds of scent to match the overall business promotion activities, so that guests get a more unique consumer experience. For example: in Christmas through the Lavender (lavender) eucalyptus and lavender fragrance to create a happy Christmas atmosphere; in Valentine's Day through the Charming Rose (Rose) romantic rose sea to create a charming happy atmosphere.
The scent diffusion system must be able to meet the following requirements: to be able to create different atmospheres according to the requirements; can effectively purify the air, eliminate odors; effectively inhibit the production of airborne bacteria, viruses; release negative ions and thus effectively reduce the air bacteria, pollutants and toxins; to create a healthy, pleasurable and beneficial space.
Six, perfume marketing partners to choose from
1, ScentAir ScentAir - the global olfactory brand creator
ScentAir (ScentAir) aroma delivery system by the globally recognized leader in fragrance delivery solutions.
ScentAir is the world's leading provider of scent delivery systems, and is the world's leading provider of scent delivery solutions.
ScentAir Technologies, Inc.'s patented scent delivery system was originally developed by the former Lockheed Martin rocket scientist who later became Disney's Imagineer. In 1994, scenting technology began to be developed in Windermere, Florida, designing quality-controlled scenting systems for the automotive industry, analog military companies, and theaters. In 2000, the company's product focus was extended to the retail market, where it was successfully popularized and used. At the same time, the ScentAir Technologies name was characterized as synonymous with "scent technology" and the scent marketing revolution began. Four years later, Alerion, a Connecticut-based venture capital firm, became a partner, and the company moved to Charlotte, North Carolina.
ScentAir has distribution partners in up to 25 countries. All distribution partners are authorized companies, which means that the potential of the scent marketing industry and guarantee the best professional sales and after-sales service. Distribution partners have experience in selling to the hospitality industry and retail market, are well capitalized and have a sound basis for sales, distribution and after sales service, factors that make them successful in selling and supporting ScentAir's products.
With more than tens of thousands of ScentAir aroma delivery system devices installed in more than 50 countries around the world, ScentAir is recognized as a trend-setter in the delivery of high-quality, credible, safe, and effective scents.ScentAir's products comply with all international safety certifications and are environmentally friendly to produce. In order to minimize the use of natural resources, ScentAir's products and equipment are made from recyclable ingredients. In addition, all of ScentAir's scented products meet the standards of the International Fragrance Management Association.
ScentAir was headquartered in Charlotte, North Carolina in 2004. As a global pioneer in commercial scent delivery, its distribution network spans the globe with 21 offices supporting customers in more than 50 countries. Currently, the company has entered the Chinese market in a big way and has opened a branch office in Guangzhou.
Xian Aier's partner hotels cover Starwood Group, InterContinental Hotels, Shangri-La Group, and it specializes in designing the corresponding signature perfume scent for each independent brand, and is the exclusive supplier of WESTIN SPA essential oils.
2, France Aroma loire - the leader of the diffusion system
From France Aroma loire space fragrance diffusion equipment and a series of supporting aromatic products, its unique patented technology - the Cold air diffusion space fragrance system, has been widely used in star hotels and other high-end places to improve the environment and create an atmosphere.
Aroma loire space fragrance diffusion system can provide a variety of diffusion equipment, with the central air-conditioning system for you to bring a continuous, stable, uniform fragrance, so that your guests in a fresh, comfortable, soft, charming, healthy and beautiful pleasant space, so as to produce a kind of olfactory memory, implantation of the hotel brand in the guest's way of life, to promote the olfactory marketing of your company, the better interpretation of the hotel itself. Better interpretation of the hotel's own brand.
Aroma Loire's unique ability to develop essential oils ensures that Aroma Loire meets the needs of the general public for fragrance on the one hand, and the special needs of a number of different customers on the other. Currently Aroma Loire has branches or agents in 70 countries and regions around the world. Each essential oil is a pure natural plant extract from the Loire Valley, using steam distillation, inhalation, maceration, pressing, dissolution, and other various processes to blend into 100% high quality essential oils, each with their own characteristics and feelings.
High-quality equipment and essential oils are recognized by the IFRA International Flavors and Fragrances Association, and are widely used in hotels, shopping malls, fitness clubs and more. Cold air diffusion technology is the only diffusion technology that can maintain the integrity of the characteristics of essential oils. The ultra-microscopic mist-like molecules can be perfectly combined with the air, diffusing faster in the air, maximizing the preservation of the best natural quality of essential oils, and more economical and effective use.
3, D-noah Noah
Founded in 2008 in Shenzhen, Noah diffusion equipment is the earliest established leading scent marketing professional studio, the current independent research and development of more than a dozen patented equipment, with a master's degree or more than 10 R & D personnel, in line with the international popular scent dissemination equipment for the innovation of the design of the production and contracting of the French Mann's MANE a number of top perfumer, capture the latest seasonal fashion in Europe and the United States, the latest seasonal fashion in Europe and the United States, the latest seasonal fashion in the United States and the United States. Capture the latest season of Europe and the United States fashionable fragrance, giving the enterprise the most popular fashion elements. D.noah fragrance D.noah is independent research and development and production of China's leading technology enterprise brand public **** space environment odor marketing system and brand odor design suppliers, all-round, multi-angle for the enterprise to create a professional, applicable, reliable and personalized overall environmental fragrance services. D.noah D.noah fragrance is produced in France's number one ranking of the raw material suppliers of luxury fragrances, but also the current Expo! France Pavilion endorsement of the fragrance, the French Mann's enterprises in China for the Chinese market designed to launch based on the unique sensory preferences of the Chinese people, the use of internationalized appearance of the transformation of the French romantic and Chinese elegance for the perfect combination of the creation of Chinese characteristics of the D.noah Noah scent, which interprets the elegance of the French Rasi and romantic, and follow the ancient Chinese noble culture. And authorize the mainland territory of Shenzhen R & D factory Noah diffusion equipment company to carry out R & D modulation, will be the West's popular fragrance and the East's mysterious temperament perfect fusion in one to create the Chinese people's own fragrance. In the future in the French luxury fragrance brand will contain Chinese characteristics of the fragrance manufacturing.
4, Scent-E Sentifi
Sentifi (SCENT-E) is the original Jinan JiaYi fragrance Co., Ltd. in order to speed up the construction of the company, expand the scale of the company and increase foreign trade and turn to South China and foreign markets set up a new company, full name of guangzhou Sentifi Trade Co. E started earlier in China, mainly engaged in environmental scent marketing business, and actively cooperate with famous foreign counterparts, independent production, with thousands of flavors and oils, and has its own property rights of the patented scenting equipment, which can atomize flavors and oils into nano particles without heating, does not change the nature of the flavors and essential oils, and does not stick, the technology has reached the ranks of the international advanced.
5, ScentHope ScentHope - one-stop brand scent marketing services manufacturers
ScentHope SCENTHOPE full name of Guangzhou ScentHope Environmental Protection Technology Co. Enterprises to increase turnover, establish as well as enhance the brand image. The company has a senior electronic and electrical equipment development, high-precision atomization system structure development and world-class fragrance design and other research and development design team. Over the years, the company has been quietly developing and designing superior quality products for overseas customers, and has strictly followed the NDA agreement for confidentiality in R&D, design and manufacturing.
In addition, SCENTHOPE is equipped with a team of international 100% pure essential oil perfumers and consultants to customize the development of personalized essential oils for high-end brand customers, so that the high-end image and branding highlights not only limited to the visual and public. The image and brand in the closed eyes and smell touch the deepest feelings, so that it is pleasurable, exudes a unique and fascinating scent.
Over the years, the company has continued to introduce a large number of international fragrance atomization technology, and Shenzhen Diffusion Technology Co., Ltd. after a lot of data analysis and R & D testing, research and development and manufacturing combined with special development of imported natural essential oils fragrance atomization system, so that the liquid essential oils atomized into a full of natural aroma gas, and at an extremely high speed drift emanate in the range of space, making people produce olfactory association so as to realize the brand value. At the same time, we have obtained ISO9001 quality system, REACH, CE& ROHS and other authoritative certificates.