Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Mike Gorun

Mike Gorun Managing Partner/CEO

Exclusive Blog Posts

Top 5 Luxury Cars for Any Type of Terrain

Top 5 Luxury Cars for Any Type of Terrain

Many automotive companies make luxury vehicles that can be driven on different terrain. If you like to take road trips to cities, forests, hiking trails, a…

My Dealership Story - Kristy Elliott

My Dealership Story - Kristy Elliott

Meet Kristy Elliott, the Dealer Operator at Sunshine Chevrolet and check out her dealership story. Learn how Kristy came from the non-profit world to …

Start With Why - David Mead at DrivingSales Presidents Club

Start With Why - David Mead at DrivingSales Presidents Club

DrivingSales was so excited to have David Mead as a keynote speaker during Presidents Club. David works at the Start With Why foundation with Simon Sinek, …

You Have a Position to Fill – Who Do You Hire?

You Have a Position to Fill – Who Do You Hire?

As much as you try to avoid employee churn, you’ll always need to hire someone. It might be to replace a staff who’s moved on in their care…

6 Tips for Better LinkedIn PPC Advertising

6 Tips for Better LinkedIn PPC Advertising

With a little over a year’s experience with LinkedIn Advertising and some insights from a connection at LinkedIn, I’ve put together a list of 6…

New What Would Your Scent Logo Be?

 

Neuromarketing is an interesting blog combining brain science and marketing. A recent post discusses the growing trend of using scent logos: and not just by large companies, but by small and medium-sized companies. So what is a scent logo and could it work in your business?

An olfactory logo, also called scent branding, is a custom scent that the brand creates to embody its unique brand characteristics. Much like a graphic logo, the olfactory logo is used wherever the brand is present. After repeated exposures to the logo, customers strongly associate the smell with the brand.

For example, Abercrombie & Fitch disperses their signature fragrance, Fierce, in all of their stores. Fierce is strong, edgy and appeals to young, upscale consumers. Fierce is also sold as a personal fragrance and is the number one selling fragrance for men in the U.S. and Europe. Abercrombie & Fitch customers claim they can identify authentic A&F jeans solely by their smell.

Most of the major hotel chains also use a scent logo. For example, the Westin uses a cool and relaxing white tea fragrance, and the St. Regis uses an elegant blend of rose, sweet pea and pipe tobacco. If you’ve walked into the Mandalay Casino in Las Vegas, you’ll recognize an exotic floral, coconut spice scent; and other casinos each have their signature scent too.

So would this work in a dealership? People are bombarded by an average of 5,000 marketing messages a day, and scent is a big differentiator. Smell creates a powerful emotional response and can boost brand identity as well as customer loyalty. Here are a few ideas for incorporating an olfactory logo into your dealership marketing:

 

  1. Diffuse the scent throughout your dealership.
  2. Instead of selling hanging car scent trees with other odors, get trees made with your own signature scent and hang one in every car you service and sell.
  3. Include a scent strip on your postcard and brochure mailings to customers.
  4. Sell the scent in your dealership, or give it away free with purchase.

 

What do you think? Is it crazy, or could scent logos work in your dealership? Think about the personality of your brand; is it relaxed or power charged? Is your target market young, middle-aged or older? Are they value or luxury buyers? Are you a rural dealership, in the woods, or do you have a hip, urban location? These characteristics can be matched with different fragrance elements to create a scent that embodies your brand characteristics.

So what would your scent logo be?

Jim Bell
Interesting take on this whole scent logo. I have never heard that term before and like it. The more senses we have involved on top of the visual, the better. We all want the customer to get that warm and fuzzy feeling, so it takes some thinking outside the box to get there. Great thought starter here for all businesses, not just the car biz.

 Unlock all of the community & features  Join Now