?? SMELLY BRAND, SMELLY BRAAAAAND WHAT ARE THEY FEEDING YOU? ??
Melanie Anne Perry FRSA, FInstAM, FAPA
?? Should’ve gone to Melanie Perry ….For stories that sell | Creative Director | Communication expert | Coach & Mentor | Multi award-winning ???? Filmmaker | Award Winning ???? Broadcaster
DOES YOUR BRAND SMELL?
“This is a slightly weird question,” says Graphic Artist and Brand Strategist Daniel J. Moore .?
“But bear with me on this.”?If you think Daniel has lost the plot, think again.? Daniel sometimes asks his brand clients this very question - and for a very good reason.
Scientists believe that smell and memory are closely linked, because?the anatomy of the brain allows olfactory signals get to the limbic system very quickly. ?
They say the memories associated with smells tend to be older and thought about less often, meaning their recollection is very clear when it happens.
"Because smells are based on older memories, recollections tend to be more vivid when you get a whiff of an associated odour,” Daniel further explains.? “So, when I ask how your brand smells, I'm using that smell as a link to people’s past memories and feelings.”
That’s why he gets his clients to tell him what smells they associate with their brand.? It’s a creative way of understanding the core emotions they want their audience or target market to remember.
Scent marketing is a well-established ploy in the retail business, and they are fully aware that creating positive memories through scents improves the customer experience.?
Shops and chain stores use scents to trigger a certain emotion in potential customers, subtly encouraging them to not only spend more time in their stores or place of business, but also to buy.?
A study by NIKE found that scenting increases customers’ intent to purchase items by 80%!?
As Daniel knows, an evocative memory-inducing smell is more likely to inspire a customer to make an impulse buy than any of the other senses. ?
Daniel says his own brand for his graphic design business IRON DRAGON DESIGN smells of pine trees, wood smoke and crisp mountain air.
"You get an immediate sense of adventure, exploration and an undercurrent of passion that I want people to associate with my brand,” he says.?
If you’re interested in discussing what your brand smells like with Daniel, check out his website at?irondragondesign.com?? You can also contact him by email at?[email protected]
'On The Couch' – WEDNESDAY @ 11am GMT
Liz Drury is a freelance voiceover artist based in North Lincolnshire and working from a broadcast quality home studio for clients around the world. ?She works across several voiceover genres including commercials, corporate narrations, explainer videos, telephony, audio tours, and e-learning modules for online courses. ?Some of the well-known companies and institutions that have used Liz’s voice include Hilton, JCB, Booking dot com, Bulgari, Nestlé, Danone, Barnados and the Church of England. ??
Liz Drury also hosts a weekly podcast called?‘Small Business Big Business’?, interviewing business owners from all walks of life.? ?She uploads her episodes every Monday morning at 6am.
We’ll be chatting to Liz this?Wednesday the 6h?of September at 11am BST.?
Worried you'll miss it?? Not to worry, you can watch it?on the CR38IVES YouTube channel, by clicking below:
CATCH UP!
If you missed our last ‘On The Couch’ chat before the summer break with Bookkeeper For Creatives Sara-Jayne Slocombe , you can catch up on the CR38IVES YouTube channel:
Sara-Jayne is a qualified mathematician and bookkeeper, and helps creatives stay financially stable by getting to know their numbers.?? “There are so many ways you can use numbers to help you?make confident business decisions, improve your profits, and increase your joy in what you do,” she says.?
WHAT YOU NEED TO KNOW THIS WEEK:
VIDEOGRAPHER WORKSHOP IN WEST SUSSEX
If you run a business in West Sussex in the UK, and want to know how to use videos more effectively in your marketing, you can attend a one-day?Introduction to Videography?workshop in Broadbridge near Horsham on?Wednesday the?13th?of September. Presented by Geoff and Mike of SILVERTIP FILMS, you’ll be shown how to develop and script your ideas, how to get a good shot with your phone or camera; how to get clean audio, and how videos can benefit businesses in their marketing efforts.? You can book your place on the workshop by clicking on the button below:
HORSHAM FILM FESTIVAL
CR38IVES member Geoff Cockwill also runs the HORSHAM FILM FESTIVAL, which showcases short films from producers throughout the UK.? The festival, which began five years ago, offers awards to student filmmakers under the age of 18 and also to filmmakers who are adults!? If you live in the UK and have produced a short film (even on your smartphone!), you are eligible to enter the competition.? Awards are given for?Best Drama, Best Documentary, Best Comedy,?and?Best Animation.
领英推荐
There are two new awards up for grabs this year, aimed specifically at local film producers: the?Your District Award?for films that have been shot (fully or partially) in the Horsham District or wider West Sussex, and the?Best Business Award?which is open to businesses in the Horsham District which creatively use video in their marketing.
The judges will not be evaluating films based on equipment quality or production values (although they are welcome!), but are interested in films which move them, make them laugh, educate them, or even scare them!?
The deadline for submissions is the 22nd?of September 2023, and you can enter using the following link:?www.filmfreeway.com/horshamfilmfestival
CREATIVE CONNECTIONS
If you’re a professional in a creative field or industry, and are interested in meeting and networking with like-minded people, then join us on zoom for our monthly networking events!
Attendance is free for CR38IVES members and first-time visitors, with tickets costing ￡15 for those who want to attend the meetings on an?ad hoc?basis.? The networking events take place every second Thursday of the month, at 1pm BST.
If you are interested in attending any of our monthly networking events up until the end of the year, you can book your place using the links in the diary below.? Please don’t forget to click on the appropriate button when booking your place!
BOOK YOUR PLACE ON OUR NEXT CR38IVES MEET-UPS:
DATES FOR YOUR DIARY:
LYNN SANTER
One would think Documentary Producer and Best-Selling Author Lynn Santer would be used to winning awards!? Her documentary ‘Land Of The Free: Out Of The Shadows’, about the horrific and corrupt trophy hunting industry, has picked up awards at many international film festivals over the past year – and she’s also written several award-winning books.?
Now her most recent book, the anthropomorphic adventure novel ‘Swan Song’, has just picked up a finalist award in the coveted READERS’ FAVORITE AWARDS in the US.
The characters in ‘Swan Song’ are based on real birds and other animals who live on the lake at the bottom of her garden on Australia’s Gold Coast – and her love and respect for them shines through the story.?? For a book that is so very close to her heart to pick up an international award so soon after its release, has had her jumping for joy!?
“I am absolutely thrilled!” she says.? “Unfortunately, I can’t attend the awards ceremony in Miami in November.? But I’ll be sending a representative to accept in my stead!”?
The book is available to buy on Amazon, and you can also find out more about it on the?www.SwanLakePress.com?website.?Here’s the Readers’ Favourite review:
GET?CR38IVELY?CONNECTED!
If you are a creative professional with a fantastic story, come and tell it 'On The Couch'!? We'd love to hear about what you do, and why you love doing it!? If you’d also like to lead a discussion on a topic of interest to creatives on a live CR38IVES Clubroom audio chat, then contact us.
You can follow us on Facebook, LinkedIn and YouTube – and if you are a professional in any creative field, then come and join our growing private networking group!
Here's to your continued success!
??Giving your brand a smart, sophisticated sound ?? Best British Female VO 2021 ?? Presenter, Podcaster & Voice of God ?? Clarity & Class from Marketing to Medical to Museums ?? [email protected]
1 年Really interesting article, Melanie. Everyone has smells that instantly remind them of something (for me it’s the smell of tomatoes in Great Uncle Sid’s greenhouse). Not sure how to create a smell for a brand though, if your customers aren’t physically there to experience it. Talking about a smell doesn’t really work.