In recent years, guests staying in international chain hotels have begun to feel a sense of freshness, that is, the smell floating from the lobby. In fact, careful people will find that every international hotel brand has quietly set a unique taste. Interestingly, they used to say, "This hotel is delicious!" It no longer means that its service is futile, but has really become the sensory experience of customers today. This new measure and trend is defined as hotel fragrance marketing, which is a trend after the continuous improvement of in-store air fragrance diffusion system technology. Now, after extensive collection of relevant information, a brief introduction is made:
First, the definition of perfume marketing:
It refers to a marketing method that attracts consumers' attention, memory and recognition, and finally forms consumption with a specific smell. It stimulates consumers' sense of taste and smell, which is different from traditional visual stimulation. Smell is the most sensitive of all human senses, and it is also closely related to memory and emotion. Science has proved that everyone's nose can remember 10 thousand flavors, and the accuracy of olfactory memory is twice that of vision. We live in the sense of taste every day and experience the great influence of taste on mood, memory, mood and behavior. People associate smells with specific experiences or objects, and fragrance marketing FM (fragrance marketing) is introduced and widely used by businesses. Smell, faint fragrance, like a label, makes consumers think of a specific brand when they smell it.
Fragrance marketing is an upgrade of traditional brand sensory experience. People initially constructed their perception of the world from five senses-sight, hearing, touch, taste and smell. In the past, we relied heavily on vision and hearing when building our brand image. In fact, this is because most of us build our own brands by advertising through the media, and the limitations of the media are mainly in vision and hearing. Now we use taste and smell to distinguish companies from products, which can stimulate customers' purchasing motivation and increase the added value of products. In the marketing process of products, other sensory components of people are integrated to arouse the aesthetic feeling or excitement of customers. Smell marketing is an innovative marketing method and a model of marketing differentiation.
Perfume marketing began to flourish in developed countries in Europe and America at the end of last century and entered a period of rapid development around 2005. Now it is mature and has been widely accepted by people like visual and auditory marketing. Well-known foreign fragrance delivery companies, such as SCENTAIR in the United States, have also entered China strongly.
Second, the perfume marketing classification:
Fragrance marketing is divided into article fragrance marketing and environmental fragrance marketing. Product fragrance marketing is more common in the marketing mode of perfuming products to attract customers, such as clothing field, while environmental fragrance marketing is to add special fragrance to the air in the space environment to make people feel happy. This marketing method is more common in entertainment and leisure service places, such as hotels, clubs, high-end restaurants, bank lobbies, high-end shopping malls, airport lounges and so on. Of course, many high-end office buildings and houses are also used. Generally speaking, fragrance marketing refers to the latter, because the latter can improve the software and hardware facilities of service providers to improve the brand level and attract customers with low cost and small workload. The former only improves the attractiveness of goods, and the workload of perfuming is too great, and the cost is greater than the latter, but the impact is not great.
Second, the application of perfume marketing in modern business:
Aviation industry has entered a new era of sensory brand marketing. When you take the flight of Singapore Airlines, you can feel a special fragrance, which comes from the stewardess's perfume, hot towel perfume and every corner of the cabin ... This special fragrance named "StefanFloridian Waters" has become the patented fragrance of Singapore Airlines, and it is the "hot towel perfume" specially prepared by Scentair Company of the United States, which has become the patented fragrance of Singapore Airlines. Stefan Floridian Waters may be considered as a surname, but it is actually a part of Singapore Airlines' image and a specially designed perfume. It has been registered as a unique trademark of Singapore Airlines.
When you step into the first-class lounge of British Airways and the first-class lounge of JFK Airport in new york or Heathrow Airport in London, the first thing you see is a unique smell, which is called meadow grass. Airlines spray this perfume into the air on regular routes to strengthen the brand image of the company among its most valuable customers. This new sensory experience, which is different from vision and experience, is unique and novel and has good marketing effect.
The popcorn stand in Disneyland will open the "artificial popcorn fragrance" when the business is light, and soon customers will automatically smell the fragrance; There are also some retailers who regularly release various smells in order to "decorate" the environment in the store, so that customers with tired sense of smell will also notice these different smells.
Sony Ericsson, a mobile phone giant, has launched a new type of mobile phone, which will emit a faint fragrance when used, while LG, which is known as "chocolate", emits a chocolate fragrance, while Samsung emits a melon fragrance in the store ... This is the brand concept of the new century. We call it taste marketing, which is different from traditional marketing and a new marketing method.
Starbucks coffee shop is the world's first home coffee brand that conveys culture, and the aroma of coffee has left us a lasting memory. North American bosses combine the slogan of "man's taste" with the attractive male fragrance in the store, which has become a model for the perfect integration of audio-visual brands and olfactory brands. Singapore Jiahua movies are equipped with scented electronic devices. When the movie "Charlie and the Chocolate Factory" was released, the audience was filled with rich chocolate fragrance, so the audience was very happy.
Third, the latest application case of fragrance marketing in China:
Four fragrances tailored for the 20 10 Shanghai World Expo meet with Shanghai citizens and tourists from all over the world. Shiseido specially designed perfume bottles for the World Expo, inspired by the elegant white petals of Shanghai Magnolia, and two perfumes brought by France can best reflect the characteristics of Shanghai, because their main fragrance is the taste of Magnolia.
The two perfumes of Japanese cosmetics giant Shiseido were named "Shanghai Huayi". Of the two perfumes, Qingling perfume has a fresh smell, representing modern Shanghai, and the other perfume has a strong smell, symbolizing old Shanghai.
These two French-made perfumes were directly named "French Pavilion" because their images endorsed the French Pavilion itself at the Shanghai World Expo. There are two kinds of perfumes for men and women, and the unique net structure of the French Pavilion can be seen on the outer packaging.
The survey found that as long as a brand can attract consumers in more senses, consumers will have a stronger sense of brand experience. As far as the Shanghai World Expo is concerned, the use of olfactory branding in the exhibition hall can make visitors remember the experience of visiting for a long time. Therefore, branding the sense of smell can even make a country establish a good national image in the eyes of tourists.
Fourth, the application of fragrance marketing in the hotel industry:
International big-brand hotels all come from smelling the fragrance, and Ritz-Carlton, Oriental, Shangri-La and Marriott are no exception. To impress guests, comfortable lobby, luxurious decoration and advanced service are naturally indispensable, but now among those more subtle factors, fragrance can attract more attention.
For example, Starwood Group is now creating a special "aroma business card" for its guests, so that every guest will never forget the hotel where he stayed. Starwood Group began to promote aroma strategy from June 5438+10, 2005. They exude a unique fragrance in the lobby of their hotel, so as to deepen their impression of the hotel and attract them to come again. The aroma in the lobby of Sheraton Hotel is a mixture of figs, mint, jasmine and freesia, which makes people feel at home.
Guests of Westin Financial Street now smell the same fragrance as Westin Times Square in new york. With the fragrance, global uniform lighting and background music, fast-paced businessmen in the world can work in their familiar space and atmosphere in any Westin. The lobby of Westin Hotel exudes elegant white tea fragrance, mixed with geranium and freesia, which makes people calm and relax.
Four Points Hotel uses the aroma extracted from apples and cinnamon, which reminds people of the simple style of apple pie and hotel. It is a faint fragrance, not strong enough to make people feel pungent.
It is understood that Four Points by Sheraton Hangzhou Riverside Hotel has recently launched a brand-new fragrance system. In the past, guests would smell apple pie when they walked into the hotel, but now they will smell a more distinctive smell as long as they step into the Four Points by Sheraton Hangzhou. Fresh and natural, a bit like the fresh grass smell on the grass after a heavy rain in the summer afternoon.
This is the perfume marketing method of the hotel. Nowadays, many businesses trip consumers' footsteps with aroma, making them willing to pay for bags. Four Points by Sheraton Longxi is not the only hotel that has changed its taste. Sheraton Hotels Group manages 65,438+042 Four Points by Sheraton hotels in 24 countries around the world. Many Four Points by Sheraton hotels also introduced this new flavor. Four Points by Sheraton Hotel has a tailor-made fragrance. This Four Points by Sheraton perfume has a nice name, "windmill in the wind", which translates into "windmill smell" in Chinese. "It feels like the fresh outdoor air in spring." "Windmill smell" is the unique smell of Four Points by Sheraton Hotel. Sheraton Hotels Group owns many brands such as St. Regis, Luxury Select, W Hotel, Westin, Le Meridien International, Sheraton and Four Points by Sheraton. Each hotel has its own unique flavor, customized according to the hotel's style and positioning.
At present, the fragrance industry generally only involves public areas, airports, banks, shopping malls, hotels and other places, and fragrance will enter guest rooms in the future. There is only one lobby, but there will be many rooms in the guest room. You can choose the style room and perfume according to your preference immediately after you check in. As long as you open the door, your room will give off your favorite smell: fresh oranges, lilacs or the elegant fragrance of winter trees.
Fragrance service has penetrated into hotels, clubs, high-end residential centers, retail industries and other consumer places, and has become a high-end consumption to improve the quality of life. Consumers are mainly middle-and high-income groups. These people's requirements for fragrance are still based on health, and some inferior flavors that may cause headaches will not have a market. Therefore, when choosing fragrance products, the brand is very important and the health of customers is very important.
The unique fragrance has become a new symbol of the hotel. The "fragrance" of restaurants is also a product. China people's diet has always studied "color, aroma and taste" to disperse the aroma of dishes and carry out "aroma marketing", which has also become an important means for many restaurants.
Research on the implementation and application of verb (verb's abbreviation) perfume marketing
At present, some internationally renowned fragrance consulting companies can design, recommend or develop unique fragrances according to customers' brand image.
In fact, determining an olfactory brand is a systematic and professional project, which requires a series of procedures such as fragrance selection, introduction, dissemination, evaluation and modification. The selected fragrance must be organically combined with the brand's visual and auditory recognition system to accurately grasp the positioning characteristics and olfactory feelings of customers' core customers and leave a deep impression on them. First of all, the fragrance should ensure that it does not cause allergic reactions and try to avoid offending people who are sensitive to fragrance. At the same time, we should cooperate with professional market communication suggestions and market data collection and analysis. The introduction and construction of olfactory brand is an important channel for effective brand communication and the general trend of brand communication. A successful olfactory label design is better than tens of millions of media expenditure, and the expenditure of olfactory brand should be included in the annual budget of brand promotion-creating a brand experience that extends beyond the traditional visual and auditory modes, putting customers in an environment that can attract multiple senses and changing them from the physical, psychological and spiritual levels. This is a real sensory experience and a very effective brand marketing tool.
At present, hotels generally adopt automatic perfuming system. This is fully automatic control. According to the use environment, the length, concentration and frequency of aroma expansion time can be programmed in advance at one time, and the atomization can be repeated in a given time period to realize periodic intelligent setting. The main control equipment and atomizer are generally installed in the machine room, and then the natural plant essential oil is connected to the central air conditioning system through special fragrance expanding equipment. After the essential oil is atomized into negative ion fragrance, it will spread to the area covered by air conditioning with the airflow in the air duct, thus creating a fragrant atmosphere of the space and improving the quality of the space. Intelligent program control system is adopted, which is convenient and simple to use. According to the use environment, fragrance spreading time and concentration requirements, the atomization is repeated within a set period of time, so as to realize periodic intelligent operation, without manual inspection and special maintenance, and professionals regularly visit the house for inspection. The use time of essential oil is about 500 hours/bottle -850 hours/bottle (500ML). It is recommended to run 1 1 from 7 am to evening, and run 16 hours every day. Daily consumption is related to the following factors: the parameters of central air conditioning; Central air conditioning coverage (cubic meters); Air flow in the aromatic expansion space; Requirements for spatial fragrance concentration; Requirements for the action time of spices; Selection of different fragrance types.
The hotel can also design different kinds of scents according to different themes and festivals, so as to cooperate with the overall commercial promotion activities and give guests a more unique consumption experience. For example, create a happy Christmas atmosphere through the fragrance of lavender, eucalyptus and lavender at Christmas; On Valentine's Day, create a charming and happy atmosphere through the romantic sea of roses.
The fragrance diffusion system must be able to meet the following requirements: it can create different atmospheres according to requirements; Can effectively purify air and eliminate peculiar smell; Effectively inhibit the generation of bacteria and viruses in the air; Release negative ions, effectively reduce the content of bacteria, pollutants and toxins in the air; Create a healthy, pleasant and beneficial space.
Sixth, the choice of perfume marketing partners
1, Chanel scenair-founder of the global olfactory brand
Scenair fragrance delivery system is developed and produced by ScentAir Technologies, Inc., a globally recognized leader in fragrance delivery solutions. In addition to the patented spice conveying equipment, the company has successfully developed more than 65,438+0,600 kinds of spices, ranking first in the world.
ScentAir Technologies, Inc.' s patented fragrance delivery system was originally developed by former Lockheed Martin rocket scientist, who later became Disney's "Imagination Engineer". From 65438 to 0994, he developed aromatherapy technology in Windermere, Florida, USA, and designed quality control aromatherapy systems for automobile industry, simulated arms companies and cinemas. In 2000, the company's products focused on the retail market and were successfully promoted and used. At the same time, the name of ScentAir Technologies was also characterized as synonymous with "perfume technology", so the perfume marketing revolution began. Four years later, Alerion, a venture capital firm in Connecticut, became a partner, and then 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 the potential of perfume marketing industry and guarantees to provide the best professional sales and after-sales service. Distribution partners have sales experience in the hotel industry and retail market, have sufficient funds, and have a good foundation for sales, distribution and after-sales service. These factors have made them successful in sales and product support for ScentAir.
Scenair Chanel has installed tens of thousands of fragrance delivery system equipment in more than 50 countries around the world. Scenair is considered as a leader in leading the trend of high quality, reliability, safety and effectiveness perfume. ScentAir's products meet all international safety certifications and are environmentally friendly. In order to reduce the use of natural resources, ScentAir's products and equipment are made of recyclable ingredients. In addition, all ScentAir perfume products meet the standards of the International Association of Fragrance Management.
ScentAir was headquartered in Charlotte, North Carolina in 2004. As a pioneer of global commercial fragrance delivery, its distribution network is all over the world, with 265,438+0 offices, providing support to customers in more than 50 countries. At present, the company has made great progress in the China market and opened a branch in Guangzhou.
Chanel's cooperative hotels cover Starwood Group, InterContinental Hotels and Shangri-La Group, and specially design corresponding signature perfume essence for each independent brand, becoming the exclusive supplier of Westin SPA essential oil.
2. Aromaloire, France-the leader of perfume communication system.
Aroma loire space fragrance diffusion equipment from France and its series of supporting fragrance products, with its unique patented technology-cold air fragrance expansion space fragrance system, are widely used in star-rated hotels and other high-end places to improve the environment and create an atmosphere.
Aroma loire space fragrance-expanding system can provide a variety of fragrance-expanding equipment, and cooperate with central air-conditioning system to bring you sustained, stable and even fragrance, so that your guests can be placed in a fresh, comfortable, soft, charming, healthy and beautiful pleasant space, thus generating olfactory memory, implanting hotel brands into guests' lifestyles, promoting your company's olfactory marketing and better interpreting the brand of the hotel itself.
The unique research and development ability of plant essential oil ensures that the fragrance Loire can meet the needs of the public on the one hand and the special needs of some different customers on the other. Aroma Loire currently has branches or agents in 70 countries and regions around the world. Each essential oil is extracted from the natural plants in the Loire Valley, and is blended into 100% high-quality aromatic essential oil after distillation, aroma absorption, soaking, squeezing and dissolution, and each essential oil has its own characteristics and feelings.
High-quality equipment and essential oils have been recognized by IFRA International Flavors and Fragrances Association, and are widely used in hotels, shopping malls, health clubs and so on. Cold air fragrance dispersing technology is the only fragrance dispersing technology that can keep the complete characteristics of essential oil. The atomized molecules of ultrafine particles can perfectly combine with air, diffuse faster in the air, maintain the best natural quality of essential oil to the greatest extent, and are more economical and effective to use.
3.noah
Noah fragrance communication equipment was established in Shenzhen in 2008, which is the earliest leading professional fragrance marketing studio in China. At present, more than a dozen patented equipments have been independently researched and developed, and there are R&D personnel 10 with master's degree or above. It follows the innovative design and production of international popular odor diffusion equipment, and has signed contracts with many top perfumers in Mamane, France, to capture the latest fashion fragrance in Europe and America and give enterprises the most popular fashion elements. Noah Fragrance D. Noah is a supplier of independent research, development and production of China's leading corporate brands, namely, space environmental marketing system and brand odor design, providing enterprises with professional, applicable, reliable and personalized overall environmental fragrance services from all directions and angles. D.noah fragrance is the number one raw material supplier of luxury fragrance produced in France, and it is also the fragrance endorsed by the French Pavilion of this World Expo. The design of French company Man in China is based on the unique sensory preferences of China people, and adopts an international appearance transformation method, which perfectly combines the romance of France with the elegance of China to create a D.noah fragrance with China characteristics, which interprets the elegance and romance of Fallas and follows the ancient and noble culture of China. And authorized Chinese mainland Shenzhen R&D factory Noah fragrance expansion equipment company to carry out R&D and modulation, and perfectly integrate the western popular fragrance with the mysterious temperament of the East to create China people's own fragrance. In the future, French luxury fragrance brands will include fragrance manufacturing with China characteristics.
4. Smell perception
SCENT-E-e is a newly established company of former Jinan Jiayi Spice Co., Ltd. in order to speed up the company's construction, expand the company's scale and increase foreign trade. Its full name is Guangzhou Xiang E Trading Co., Ltd., which is a manufacturer of production and export trade. Fragrance -E-E started early in China, mainly engaged in environmental fragrance marketing business, actively cooperated with famous foreign counterparts, independently produced and owned thousands of flavors and sesame oils, and had patented perfuming equipment with independent intellectual property rights, which could atomize flavors and sesame oils into nanoparticles without heating, changing the properties of flavors and essential oils and not sticking. This technology has reached the international advanced level.
5. Fragrance wish-one-stop brand fragrance marketing service provider
SCENTHOPE, whose full name is Guangzhou Fragrance Hope Environmental Protection Technology Co., Ltd., is the only company engaged in brand fragrance marketing service, which can customize the exclusive fragrance for enterprises, promote users' consumption, increase the turnover for enterprises, and establish and enhance the brand image. The company has experienced R&D and electronic and electrical equipment development, high-precision atomization system structure development and world-class fragrance design design team. In recent years, the company has quietly developed and designed high-quality products for overseas customers, and kept the research, design and manufacturing confidential in strict accordance with NDA agreement.
In addition, SCENTHOPE is equipped with an international team of 100% pure plant essential oil perfumers and consultants to customize and develop personalized essential oils for high-end brand customers, so that high-end images and brands can be highlighted, not limited to vision and the public. The image and brand touch the deep feeling in the eyes, making it pleasant and emitting a unique charming atmosphere.
Over the years, the company has continuously introduced a large number of international fragrance atomization technologies, and after a large number of data analysis and R&D experiments with Shenzhen Manxiang Technology Co., Ltd., it has developed a fragrance atomization system combined with specially developed imported natural essential oils, so that liquid essential oils can be rapidly atomized into all-natural fragrance gas and dispersed in space at a very fast speed, which makes people have olfactory associations, thus realizing brand value. At the same time, ISO900 1 quality system, REACH, CE &；; ROHS and other authoritative certifications.