If your in-store / on-site marketing efforts are only aimed at your customers' eyes and ears, you're missing an important target: their noses.

Most on-site marketing appeals only to the consumers' vision and hearing. That makes for a  visually crowded and noisy marketplace. But by adding Aroma Marketing to your mix, you not only support your traditional in-store signage and displays, you make lasting impressions on your consumers via their sense of smell, a pathway to the brain that remains largely unexplored by marketers.

Aroma Marketing is an effective method for appealing to consumers for several reasons:

• Scents don't have to pass through the filter of consciousness. While shoppers can tune out or gloss over visual displays, they don't choose to smell. Aromas are taken in and processed involuntarily.
• Many studies have concluded that the sense of smell plays a critical role in the creation, storage, and retrieval of memories. This is because the olfactory bulb - the part of the brain responsible for odor processing - is located right next to the part that controls memory. A specific scent in your store, office or other facility can trigger positive memories for your shoppers, patients or customers. They then link that good smell and the good feeling to your brand. It's a phenomenon known as Emotional Anchoring.
• Pleasant aromas in a store cause shoppers to linger up to 40% longer, and the longer they linger, the more likely they are to buy.

• Enhance mood and create excitement
• Stimulate the brain and make a person feel awake and refreshed
• Trigger desires and emotions
• Decrease anxiety