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 international hotel brand has quietly set up a unique flavor, it is very interesting to say that the old saying: "This hotel is very flavorful! It is interesting to note that the old saying: "This hotel smells good!" is no longer a reference to the service, but has become a real sensory experience for the customer. This new initiative and trend is defined as hotel scent marketing, 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:
A scent marketing definition:
The specific smell 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, different from the traditional visual stimulation. The sense of smell is the most sensitive of all human senses, and is also the sense 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. Scent, a light fragrance acts as a label, reminding consumers of a specific brand at first smell.
Fragrance Marketing is an upgrade of the traditional brand sensory experience. People originally construct their perception of the world from the five senses of sight, sound, touch, taste, and smell, and in the past we relied heavily on the senses of sight and sound 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 means, is a marketing differentiation insertion model.
Scent marketing began in the late last century in Europe and the United States in the developed countries, around 2005 into a period of rapid development, and now has been more mature, like visual and auditory marketing has been generally accepted. Foreign famous scent delivery enterprises such as the United States of America SCENTAIR and other strong into China.
Two, scent marketing classification:
Scent marketing is divided into items scent marketing, environmental scent marketing. Scent marketing is mostly seen in the clothing field and other products will be scented in order 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 recreation service venues, such as hotels, clubs, high-grade restaurants, bank lobbies, high-grade shopping malls, airport lounges, and so on, of course, there are also many high-grade office buildings and residential buildings 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:
Airline 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.
When you step into British Airways' first class cabin and the first class lounges at New York's JFK or London's Heathrow, the first thing that catches your attention is the distinctive scent, an aroma called Meadow grass (牧草). Airlines spray this scent into the air on scheduled routes to reinforce their brand image among their most valuable customers. This new sensory experience, which is distinct from the visual as well as the experiential, is unique, innovative and well marketed.
The popcorn stand at Disneyland, when business is slow, will turn on the "artificial popcorn scent", and soon customers will automatically smell the scent; there are also retailers who release a variety of scents in a sequential order, "decorating" the store environment, so that olfactory fatigue customers will also be able to smell. This way, customers with tired senses of smell will also notice these different odors.
Mobile 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" phone emits a chocolate scent, and Samsung spreads a sweet honeydew melon scent in its stores... ... This is the brand view of the new century, this kind of good use of the senses 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, and the coffee scent leaves us with a permanent memory of smelling and tasting things; BOSS in North America integrates the advertising slogan of "the taste of men" with the charming and flamboyant male scent in the store, which has become a model for the perfect fusion of audio-visual and olfactory brands. 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 scents tailor-made for the 2010 Shanghai World Expo met with Shanghai residents and tourists from all over the world. The bottle design of Shiseido's special fragrance for the Expo was inspired by the elegant white petals of Magnolia, the Shanghai city's flower, while the two fragrances brought by France best reflect the characteristics of Shanghai in that its main scent is the odor of Magnolia.
Japanese cosmetics giant Shiseido's two fragrances were named "Shanghai Flower Ripple," and the two scents, Qingling Perfume, which smells fresh, represents modern Shanghai, while Yuyi Perfume, which smells strong, 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.
Surveys have found that as long as a brand can appeal to consumers in more sensory ways, the stronger the consumer's 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 middle of 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, luxurious decoration and high level of service is naturally indispensable, but nowadays, 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 lobbies are scented with 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 global businessman to work in his own familiar space and atmosphere at any Westin. The Westin lobby emanates an elegant scent of white tea mixed with geranium and freesia to calm and relax.
The Four Points, on the other hand, uses 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, 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 smell of fresh grass emanating from the grass after a summer afternoon rainstorm.
This is precisely the hotel's scent marketing technique. Nowadays, a lot of businesses use aroma to trip up consumers and make them willingly pay out of their wallets. Change the flavor of the hotel is not only Longxi Four Points by Sheraton hotel, Sheraton Hotel Group a **** management of 142 Four Points by Sheraton brand of hotels, these hotels are located 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 Hotel 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 smell, which is exclusively customized according to the style and positioning of the hotel.
Today's fragrance industry in general is only involved in public **** areas, airports, banks, shopping malls, hotels and other places, the future scent will enter the guest room. There is only one lobby, and there will be many guest rooms, you stay immediately after you can choose a style room according to their favorite, choose a scent, as long as you open the door, your room will emit your favorite smell: fresh citrus, lilac flowers or winter trees light aromatic smell.
Scent 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 scent products, the brand is very important to the customer's health is important.
The distinctive fragrance has become the new logo of the hotel. Catering "aroma" is also a product, the Chinese 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 tool for many The restaurant's important means.
Fifth, the implementation of scent marketing application study
Currently some of the 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's 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 organic integration with the brand's visual and auditory identification system, and to accurately grasp the positioning characteristics of the customer's core customer base and olfactory sensory feelings, and be able 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 people 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 worth millions of dollars in 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. It's a true sensory experience and a very effective brand marketing tool.
Automatic scenting system is more commonly used in hotels, for 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 for 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.
Scent diffusion system must be able to meet the following requirements: 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 of negative ions and thus effectively reduce the level of airborne 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 is a globally recognized leader in 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 as many as 25 countries. All distribution partners are authorized companies, which means that the potential of the scent marketing industry and guarantee to provide 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 products.
ScentAir ScentAir installed more than tens of thousands of aroma delivery system equipment in more than 50 countries around the world, ScentAir is considered to be a delivery of high-quality, credible, safe and effective scent trendsetter.ScentAir products comply with all the international safety certificates, and is environmentally friendly production. 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. A global pioneer in commercial scent delivery, its distribution network spans the globe with 21 offices supporting customers in more than 50 countries. The company has now made a big push into the Chinese market and has opened a branch office in Guangzhou.
CenAir'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 it is the exclusive supplier of WESTIN SPA essential oils.
2, France Aroma loire - the leader of the diffusion system
From France's 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, hotel brand implanted in the guest's lifestyle, to promote the olfactory marketing of your company, the better interpretation of the hotel itself. Better interpret the hotel's own brand.
The unique ability to research and 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, infusion, pressing, dissolution, and other various processes into a 100% high-quality aromatic essential oils, each essential oil has its own characteristics and feelings.
The high-quality equipment and essential oils are recognized by IFRA, 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
Established 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 popularity of scent dissemination equipment for the production of innovative design and signing of the French 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 Europe 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 from the raw material suppliers of France's top-ranked luxury fragrance, 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 fragrance, 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 R & D and design team. Over the years, the company has been quietly developing and designing superior quality products for overseas customers, and strictly follows 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 and develop personalized essential oils for high-end brand customers, so that the high-end image and branding is not only limited to the visual and public. The image and brand in the closed-eye smell touch the deepest feelings, so that it is pleasurable, exudes a unique and fascinating scent.
Company over the years, the introduction of a large number of international fragrance atomization technology, and Shenzhen City, after a large number 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 quickly atomized into a full of natural aroma gas, and at an extremely high speed drift emanation in the space range, 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.