Actividades: The power of the sense of smell According to a study of Rockefeller University we remember 35 per cent of what we smell. Aroma marketing is innovative and unusual, allowing a brand to differentiate and attract attention of the guests. It also strengthens and complements the brand image, apart from the product itself. How to apply it in events? An aroma evokes feelings, sensations, reminiscences,… Applied in events, aroma marketing can be a very powerful tool to recreate a certain atmosphere and to create an impact, as well as to give an unforgettable experience to the guests, who will associate the brand or product with an idea or concept through the ‘olfactory memory’. How? - From the creation of the concept, link your brand and the communication of your event (for example, luxury, sophistication, nostalgia, spring, nature, etc.), to the aroma that you think people will easily associate to this concept. Before you make the final decision, verify that the aroma generates enough unanimity in its relation with the concept that you wish to communicate. Example: the aroma of hot chocolate evokes concepts such as nostalgia, well-being, family, childhood, etc. that can be applied for the promotion of a product that we are very familiar with. - Apply original and innovative aromas. The aim is to create impact, to influence your target in a positive way, to surprise… A special, uncommon aroma can evoke concepts such as mystery, sophistication, complicity, etc. and it will help your guest link the product or brand to these concepts. For example, to evoke the nostalgia of the teenage years, why not use aromas like old leather or chewing gum, etc.? For an effective use of aroma marketing, creativity and imagination are key. - The target is also a key element when selecting the aroma for an event. Tests are recommended in order to assure aroma is perceived not only as agreeable but it is related to the target it is intended for (for example, a sophisticated aroma would not be appropriate for an event destined to the children; in this case, sweet aromas, such as candies or pastry, or wood or plastic evoking aromas, which remind of pencils, blackboards, etc., could be good ideas). 2007: "the year of aromas" The sense of smell is the most important as well as extremely powerful. Besides, it has been discovered that a human being can identify smells and remember them over very long periods. The use of smell in events can awaken sensations among the target through their olfactory memory, as well as to create atmospheres and offer your target a complete experience that involves the five senses. Why not try it today and surprise yourself and your guests?