What is Brand Fragrance？
Does it work?
The average person breathes in around 20,000 times per day, and like colour, fragrances come in a spectrum of flavours and intensities. Your nose can be very specific in identifying super-subtle variations.
There have been 1,000s’ of studies undertaken on brand fragrancing and ambient scenting. Milward Brown [the leading and most respected marketing firm] have conducted a series of studies based on brand fragrance. It was conclusive and stated the following: ” 97% of all brand communication today is focused on two of our five senses. The same study revealed 75% of our emotions are generated by what we smell.
If smell is the most impressionable and responsive sense, why are we not seeing more focus on multiple sensory brand engagements? Smells ignite memories and appeal to feelings without being filtered and analysed by the brain (which is how the remaining four senses are processed).
Samsung conducted a study and found people increased their dwell time in shopping by just over 25% and with that additional time looked at 3 times the product range than in a non-treated environment. There are many other examples and solid proof that scents drive emotions by up to 75%. Yes, it does work.
It is not magic, it is science
Studies have consistently shown that brand fragrancing works. Because fragrance activates the limbic system – which controls a person’s memory and emotions – we can use it to influence the way your customers feel, and in turn, boost brand recognition and awareness. With the right fragrance chosen specifically to complement your brand’s identity, target audience and overall message, we can literally change the way customers feel about your brand.
How do we do it?
Our technology and application is unique and has been developed over many years to be one of the most reliable, ‘consistent feed technologies‘ available. WET No frills systems can be tailored to suit areas from a phone cubicle to the largest capacity facilities. Our designs are simple, robust, reliable and are customised to your specific needs and requirements. In commercial and hospitality they are back of the house, discrete, have a low impact on asset and a very small footprint. Our technicians carry out routine services to ensure optimum and consistent performance.
WET will work with you, advising, assisting and persevering to create the fragrance that you want. Once that is decided, WET deliver a nano-sized particle (vapour) into the airstream. This is then carried throughout the target area and delivered holistically into the air. During operation hours, the stream is constant with no pulsing, timing – highs or lows, just a perfectly paced delivery of your signature scent.
Who do we do it for and how do we do it?
WET have had the privilege of partnering with some of Perth’s most spectacular landmark facilities. From coffee shops to our largest entertainment complex. Our passion and pride in our work shine through with every opportunity, and being a smaller company we can take the time to ensure our service is at the highest level. Of course, we are well aware of financial viability and we ensure that your investment is highly competitive in the marketplace.
Call us now to discuss your needs. We can convert an idea into reality.
A famished shopper might be attracted by a recognisable smell wafting from a food franchise, but can that olfactory connection be made by other businesses?
It appears so.
Resorts giant Crown has enlisted the services of a Perth-based firm to develop a suite of fragrances for its luxury Crown Towers Perth, tapping into a fast-growing evolution in marketing and brand identification.
The initiative is designed to cement the impression of ultra-luxury, according to Crown Perth Hotels executive general manager Andrew Cairns.
Mr Cairns said brand fragrancing (the association of a particular brand with a fragrance) was growing in popularity across the globe, particularly in the hospitality sector, as hoteliers sought every possible angle to create a point of difference.
Research conducted by the Global Journal of Commerce and Management in 2013 showed ambient scent had the strongest impact when it comes to enhancing customer satisfaction, through the creation of a welcoming, fresh and pleasant environment.
Mr Cairns said Crown had partnered with Welshpool-based odour prevention and brand fragrancing group World Environmental Technologies to develop a signature scent for the Crown Towers hotel, aligning it closely with its Melbourne counterpart.
“It’s not unusual for a hotel to do this, but what it does is cement a brand impression,” Mr Cairns told Business News.
“It’s that last sense, if you like; you’ve got all the other senses that are heightened when you walk in – sight, touch, all of those things are there, but a scent is more unique and it’s more of a lasting sense.
“It really rounds it all off, and that’s what luxury experiences are all about, giving a whole sensation.”
Mr Cairns said Crown had also developed a range of scented candles for guests to purchase, while a mist spray was also in the works.
“It’s about that sensory experience that is creating an iconic smell that people can take with them, or when they walk in it brings back those memories,” he said.
World Environmental Technologies business development manager Sean Lewer said the concept of brand fragrancing was still something of an untapped market in Australia, but was gaining significant momentum overseas.“You have to go abroad to really see the full impact of the concept,” Mr Lewer told Business News.
“In the US, I saw an article where a nationwide steakhouse was promoting a new steak, and they had the scent of steak just pumping out on the highway.”
“So what does that do? It tantalises the taste buds and everyone turned around, made a u-turn and went to the steakhouse.”
Mr Lewer said WET had developed a proprietary fragrance diffusion system, which comprises scent-creating units that are connected to a building’s existing ventilation and air-conditioning ducts.
“The technology is in the diffusion boxes, which is something we’re quite proud of because we’ve created that ourselves – it’s not something you can buy off the shelf,” he said.
“You put the fragrance inside a canister, you then pump air into the fragrance, which converts it into a fog, and then the fog is pumped into the air-conditioning ducts.
“On the gaming floor and throughout reception you need a big delivery system. Our reservoirs can hold between five and 10 litres of the fragrance, which lasts roughly about a month, depending on the size of the room.”
Mr Lewer also said the brand fragrancing concept was also not limited to a physical building, with scents able to be embedded across a broad range of marketing materials.
“What we are trying to do is offer an overall package to a customer,” he said.
“They can then tie their sent into all of their marketing, i.e. their leaflets and brochures that they send out to customers.
“You open up an envelope, and bang, the scent hits them. We’re trying to change people’s perceptions around marketing, which takes time and it’s hard.”