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 subconscious – so 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 cleanliness – like 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 Fitch – or 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 overpowering – like 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 not – to 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 is – the 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 store – sometimes 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 stores — all 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