Scent concepts have found their fixed place in the design of sales areas in the last 10 years and rightly so! Experiences that pass through the nose are stored subconsciously and particularly intensively. Smells can awaken whole worlds of feelings in a very short time and create the most diverse associations. Thus, they are far more meaningful than visual or auditory impressions. You can also create lasting memories at trade fair stands with targeted scent inserts. But the trade fair stand with scent can do much more!
Aromatization as part of multisensory marketing
Scent concepts are marketing strategies that help to communicate a certain advertising message, special product characteristics or the image of an entire brand even faster and to anchor it deeper in the consciousness of the target group. The aim of such a strategy can be, for example, that customers immediately think of this one brand or this particular product when they smell this one smell. But finding the ideal corporate scent is a challenge. It’s a good thing that already familiar smells can also support a brand’s image and specifically influence the behavior of trade fair stand visitors.
The magic of fragrances
The fresher, or simply different air alone can have a pleasant effect compared to the stuffy air in the exhibition halls and increase the time visitors spend there. The targeted use of appropriately selected odours can also have a positive effect on the willingness to communicate. A unique scent concept draws visitors’ attention to the stand from afar. Since not many brands yet rely on targeted olfactory optimisation, the trade fair stand with scent always ensures that it stands out from the crowd. As a result, the brand is remembered positively. These factors together can be proven to increase sales. But why do fragrances in particular have such an effect?
How does scent marketing work
Smells are key emotional stimuli that work much faster than other stimuli that act on our senses. Haptic, acoustic or visual impressions always have to be processed first in the cerebral cortex of the brain, whereas smells have an immediate effect on the limbic system, where emotions are triggered. Certain fragrances, because they are closely linked to memories, are able to reawaken even long-forgotten experiences and thus hold a truly magical power. Because of this fast and reliable processing of smells, it is therefore usually the nose that unconsciously picks up the first impression when entering a room.
Brand presentation that goes through the nose
You can also use this magic of the nose on trade fair stands and present yourself in a particularly inviting way. In practice, however, this is not yet done too actively, as smells are perceived as something very intimate and subjective and the fear of negative associations is great. Alternative Übersetzungen auf DeepL.com anzeigen However, studies show that only an exaggerated and intrusive use of particularly artificial or cheap smells is evaluated negatively. A good fragrance concept therefore needs to be carefully considered and should be implemented in a very targeted manner.
The right trade fair fragrance
If you do not already have an established scent concept with your own corporate scent for showrooms or salesrooms, it makes sense to take a close look at the effect of certain scents. Because each type of fragrance fulfills a specific function. Essential oils, for example, have, among other things, an antimicrobial effect that debunks bad odors. Rose scent has a particularly sensual and relaxing effect, which is why it is well suited for a lounge area at the trade fair, but is inappropriate in meeting rooms or in the sales area. In the first place, therefore, you should ask yourself whether the scent at the trade fair stand serves functionality and contributes to the desired overall image.
The trade fair stand with scent – the scented possibilities in trade fair construction
Depending on the target, different scents can take place at the booth:
- A large-scale room scenting of the own stand environment
For this purpose, for example, essential oils can be atomized by the stand air conditioning. This contributes to the general air quality at the exhibition stand, but can also create a specific atmosphere. - Scented setting of products in scene
The targeted scenting of products can also be used to establish a characteristic smell and is suitable not only for products but also for give-aways and flyers. - Aromatisation of individual elements or areas on the exhibition stand
There are various possibilities here, from processed fragrance columns to tabletops made of naturally scented materials to room scenting of individual areas. In this way, trade fair visitors can be sent on a sensory journey and the atmosphere can be created in a targeted manner. - Naturally occurring odors
When creating a scent concept, it is also important not to forget the naturally occurring smells at a trade fair stand. It would be a shame if the coffee machine covered up the specific smells or if prepared food also influenced the room scenting in other areas.
So there are a few things to think about in advance when planning an exhibition stand with scent. When planning a SYMA trade fair stand, our experts will be happy to advise you on the various ways in which scents can be used to create a unique trade fair experience for all the senses.
