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  • Marketing is everywhere, screaming for your attention in lights and in your headphones.

    行銷無所不在,它透過聲光和聽覺效果對著你吶喊

  • But while traditional marketing assaults your eyes and ears,

    然而,在傳統行銷進攻你的眼睛和耳朵的同時

  • there's another industry quietly fighting for your attention

    另一項產業正在悄悄地爭奪你的注意力 —

  • and they're doing it through your nose.

    也就是透過你的鼻子

  • So, scent marketing is the idea of using scent and incorporating to all the touch points of the customer experience.

    嗅覺行銷也就是將氣味與客戶會經歷到的各個層面做結合

  • It's very subconsciousso it's not like a logo

    那是潛意識的 — 所以不像是招牌

  • or something where you can see and everybody sees it the same way.

    或是其他一些,你看到的和別人所看到是一樣的東西

  • Depending on people's experiences and their upbringings, and their history,

    取決於人們在成長過程中的經歷和他們有過的背景

  • they might perceive the scent to be a little bit different.

    他們對於一個氣味的感受可能會有些許不同

  • It's more emotional.

    它比較感情取向

  • Chances are, you've already experienced scent marketing --

    有可能的是,你已經經歷過嗅覺行銷了 —

  • and know it can have a profound impact on your mind.

    而且知道那可以對你造成很深遠的影響

  • Research has found that combining scent with visual marketing strengthens our memory of it in the long term,

    研究發現,結合嗅覺和視覺行銷能夠長期加深我們的記憶

  • which can affect how we feel in a very physical way.

    也就能夠以一種非常生理的方式影響我們

  • For example, an ambient coffee scent can emulate a feeling of alertness even if you haven't had any coffee,

    舉個例子,一個瀰漫咖啡氣味的空間就能夠提升機敏力,即便你根本還沒喝咖啡

  • and scents that we commonly attribute to cleanlinesslike lemon or tangerine

    而那些我們通常會和清潔聯想在一起的氣味 — 像是檸檬或柑橘 —

  • could make a messy store seem cleaner.

    就能使一間雜亂的商店感覺起來乾淨一些

  • Various research over the years also found that shoppers in scented environments may linger longer,

    多年來的許多研究也發現,購物者在一個添加了氣味的環境會停留更久

  • perceive the merchandise as better and are more willing to pay higher prices.

    對商品的印象也會更好,更願意付出高價

  • And when casinos started pumping smells into the air to negate the stench of cigarettes,

    當賭場開始在空氣中灌入能夠抵消菸味的氣味時

  • they saw slot machine usage double.

    他們發現老虎機使用數翻倍

  • People are actually more comfortable, they feel warm they feel invited, they feel welcomed.

    實際上人們會感覺更舒服,他們感到溫暖,感覺自己是受到邀請的、被歡迎的

  • It's really about creating an amazing experience for customers when they walk in.

    其實重點就是創造出一個讓購物者一走進來就驚艷的體驗

  • Using scent to enhance an experience is actually pretty common.

    利用氣味加強一項體驗其實還蠻常見的

  • For example, Museums have used "scentscaping" to intensify their exhibits

    舉例來說,博物館會利用氣味機加強他們的展覽 —

  • like adding the smell of gunpowder to a civil war exhibit

    像是在內戰展場增添火藥味

  • and hospitals use scentscaping to create a more soothing environment for patients

    醫院也會利用氣味機替病患營造一種舒緩人心的環境 —

  • but scent marketing is a bit more complicated.

    但是嗅覺行銷又更複雜了一些

  • Scent marketing and branding is about using one scent for the whole experience.

    嗅覺行銷和品牌打算要在整個體驗中使用一種氣味

  • If you're a millennial, the first thing coming to mind might be...

    如果你屬於千禧年世代,你首先想到的或許是 ...

  • Abercrombie and Fitchor Hollister.

    愛芙趣 — 或是霍利斯特

  • These stores are the most extreme form of scent marketing called billboard scenting.

    這些店展示出嗅覺行銷的終極形式,或稱為嗅覺告示板

  • Every store smells the same regardless of where you are,

    無論在哪,每間店聞起來都一樣

  • and chances are, it's really overpoweringlike an oversized billboard.

    而且這些氣味真的很有力 — 就像是一個過大的看板

  • But when you separate that scent from the store,

    但是當你把氣味和店鋪分開時

  • you can start to understand exactly what they want you to feel.

    你就能開始理解他們究竟想讓你有哪種感受

  • It smells very masculine. Male clothing store.

    它聞起來非常陽剛。男性服飾店

  • Sexy.

    性感

  • Manly.

    男子氣概

  • Smelling this, kind of, weirdly, makes me feel intimate.

    聞到這個,有點奇怪,它讓我感到親密

  • Believe it or notto an ex-boyfriend I had.

    信不信由你 — 這讓我想到前男友

  • It smells like an Abercrombie model, you know.

    它聞起來像是愛芙趣模特兒,你瞭的

  • You see, the scent matches the visual branding

    你看,氣味和視覺品牌相呼應 —

  • and there's a careful process behind that.

    在這背後有一個謹慎的運作

  • So we have to learn a lot about the brand, the history, what sets them apart.

    所以我們要了解很多有關品牌的事,它的歷史,還有它的特色

  • It's a Men's spa?

    是男性水療嗎?

  • Woman's spa?

    女性水療?

  • Is it in a country club?

    是在鄉村俱樂部嗎?

  • Is it in a luxury hotel?

    還是在豪華飯店裡?

  • Who their target demographic isthe people that are coming in.

    他們的主打客群是誰 — 那些會進來的人們

  • And then it's really about understanding their aspirational attributes,

    然後就是了解他們的理想形象

  • and then capturing those qualities as adjectives and turning them into a scent.

    然後將那些特質以形容詞的形式捕捉起來,轉換成一種氣味

  • In most cases, the scent is carefully diffused through the storesometimes through stand alone systems

    在大多時候,氣味是在店家中小心地散播 — 有時候透過電腦獨立系統

  • and sometimes directly through the HVAC systems.

    有時候是直接透過高壓交流電系統

  • It's a delicate process designed to release just a hint of aroma into the air.

    那是個要精巧操作的過程,目的是要散發出剛剛好多的氣味到空氣中

  • Because in general, overpowering people with an aroma isn't a good thing.

    因為大致而言,太過強烈的氣味都不是太好

  • This is why with most places you won't even realize there's a particular scent,

    這也是為什麼在大多數地方,你不會意識到有某種特定的味道

  • unless, of course, it's completely out of place.

    當然,除非是將那氣味獨立出來時

  • In the same way that scent marketing can generate a positive experience,

    嗅覺行銷可以營造出正面的感官體驗

  • when the aroma doesn't match the demographic, location, or brand identity, the public reaction is often negative:

    但是當氣味和主打客群、區域和品牌形象不搭時,往往會造成反效果:

  • In 2006, Got Milk? Ads dispersed at bus stops in San Francisco were equipped with cookie scented strips.

    在 2006 年,「有牛奶嗎?」廣告在舊金山的公車站排放餅乾的氣味

  • While chocolate chip cookies smell delicious, placing that scent at a bus stop completely backfired

    雖然巧克力碎片餅乾聞起來很美味,將這氣味放到公車站卻是完全大錯特錯—

  • and the company pulled the scent marketing one day after releasing it.

    該公司在隔天就立馬將它撤下了

  • Then, in 2008, Starbucks had to put the sale of breakfast sandwiches on hold.

    然後,在 2008 年,星巴克設法維持早餐三明治的銷售

  • The sandwich smell was competing with the coffee aroma, ruining the ambience.

    三明治氣味和咖啡氣味互相較勁,破壞了整個環境氛圍

  • Think about that: If a coffee shop doesn't smell like coffee, would you still start your morning there?

    試想一下 : 如果一間咖啡店聞起來不像咖啡,你還會想在那裡開始你的早晨嗎?

  • Once you start to be conscious of it you'll notice that it's everywhere.

    一旦你意識到嗅覺行銷的存在,你會發現它無所不在

  • when you walk into certain banks, when you walk into certain malls,

    當你走進特定一間銀行,走進特定一間購物中心

  • when you walk into storesall types of businesses are using it.

    當你走進店家 — 所有做生意的都有在使用

  • And if it's working properly, scent marketing is helping to create a positive experience for both the business and the customer.

    而且要是做得成功,嗅覺行銷可以替商家和消費者製造雙贏

  • The reason why people stay longer in a store is because it's a better experience.

    人們之所以會在一間店待久一點,是因為感到較好的體驗

  • So they're happier.

    所以他們比較快樂

  • Their mood is lifted and who doesn't want to have their mood lifted and be happier?

    他們的心情愉悅了,誰不想要感到心情愉悅呢?

  • Hey, thanks for watching The Goods and thanks to our sponsor American Express.

    嘿,謝謝收看 The Goods ,也要謝謝我們的贊助美國運通

  • AmEx has a credit card feature that gives you choices for how to make payments, big or small, called "Pay it Plan It."

    美國運通有一種信用卡,標榜特色是能夠讓你自行選擇付款額,大額或是小額,叫做「付款、做好計劃」

  • "Pay It" helps reduce your balance by making small payments throughout the month.

    「付款」藉著一個月內的各個小額付款,幫助你平衡開銷

  • And "Plan It" can help you split purchases over $100 up over time.

    而「做好計劃」可以幫助你將 100 元以上的花費分期

  • You can check it out at americanexpress.com/payitplanit.

    你可以到 americanexpress.com/payitplanit 去看看

  • And thanks again to American Express, their support made this series possible.

    再次謝謝美國運通,有了他們的贊助才有這個系列

Marketing is everywhere, screaming for your attention in lights and in your headphones.

行銷無所不在,它透過聲光和聽覺效果對著你吶喊

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影片操作 你可以在這邊進行「影片」的調整,以及「字幕」的顯示

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營銷人員如何瞄準你的鼻子 (How marketers target your nose)

  • 82 8
    April Lu 發佈於 2021 年 01 月 14 日
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