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Marketing is everywhere, screaming for your attention in lights and in your headphones.
抢着引起我们注意的营销，无论在灯光下，还是在耳机里，无处不在。
But while traditional marketing assaults your eyes and ears,
然而，在传统的营销争着对我们的眼睛和耳朵下手时，
there's another industry quietly fighting for your attention — and they're doing it through...your nose.
另外一个行业正悄悄地争取着我们的注意力 - 而且他们选择的渠道是……我们的鼻子。
So scent marketing is the idea of using scent and incorporating to all the touch points of the customer experience.
气味营销就是使用香味，让香味融入客户体验的所有触点的理念。
it's very subconscious, so it's not like a logo or something where you can see and everybody sees it the same way.
这是一种严重依赖潜意识的营销手段，所以，它和标志或我们可以看到而且每个人看到的方式都一样的那些东西不一样。
Depending on people's experiences and their upbringings, and their history, they might perceive the scent to be a little bit different.
根据人们的经历和他们的成长环境，他们的过去，大家对气味的感知可能会有差异。
It's more emotional.
它会更感性一些。
Chances are, you've already experienced scent marketing -- and you know it can have a profound impact on your mind.
大家很可能已经体验过气味营销了——你也知道这种营销能对你的想法产生重大影响。
Research has found that combining scent with visual marketing strengthens our memory of it in the long term,
研究发现，结合气味的视觉营销能够加深我们对产品的长期记忆，
which can affect how we feel in a very physical way:
用一种非常物理的方式影响我们的感觉：
For example, an ambient coffee scent can emulate a feeling of alertness, even if you haven't had any coffee,
比如，环境里的咖啡香能够提高人们的警觉，即便你一口咖啡都没喝，
and scents that we commonly attribute to cleanliness–like lemon or tangerine–could make a messy store seem cleaner.
而我们通常将其与清洁联系起来的气味 - 如柠檬或橘子的味道 - 能使杂乱的商店给人干净的印象。
Various research over the years also found that shoppers in scented environments may linger longer,
多年来的各种研究还发现，在有香味的环境中购物的消费者可能会停留更长的时间，
perceive the merchandise as better and are more willing to pay higher prices.
认为商品更好，也更愿意支付更高的价格。
And when casinos started pumping smells into the air to negate the stench of cigarettes, they saw slot machine usage double.
而且，赌场开始向空气中注入气味以祛除烟味时，老虎机的使用量增加了一倍。
People are actually more comfortable, they feel warm they feel invited, they feel welcomed.
人们会觉得更舒服，觉得很温暖，受欢迎，有宾至如归的感觉。
So it's really about creating an amazing experience for customers when they walk in.
所以，最重要的是在顾客进店时营造一种很棒的顾客体验。
Using scent to enhance an experience is actually pretty common.
其实，用香气来提升顾客的体验并不新鲜。
For example, Museums have used "scentscaping" to intensify their exhibits–like adding the smell of gunpowder to a civil war exhibit.
例如，博物馆会用“香味美化”来强化他们的展览——比如给一个内战展览增加火药的味道。
And hospitals use scentscaping to create a more soothing environment for patients.
医院也会用这一手段来为病人营造更加放松的氛围。
But scent marketing is a bit more complicated.
然而，气味营销比这些还要复杂一点儿。
Scent marketing and scent branding is about using one scent for the whole experience.
气味营销，气味品牌术就是让一种味道贯穿整个体验。
If you're a millennial, the first thing coming to mind might be Abercrombie & Fitch–or Hollister.
如果你是千禧一代，你可能首先想到的是A&F或霍利斯特。
These stores are the most extreme form of scent marketing called billboard scenting.
这些品牌都将香味营销发挥到了极致，他们走的都是所谓的“广告牌有香气”路线。
Every store smells the same regardless of where you are, and chances are it's really overpowering–like an oversized billboard.
无论你身在何处，每家商店都是一种香味，而且很可能强烈得让人无法忍受 - 就像一块特大号广告牌一样。
But when you separate that scent from the store, you can start to understand exactly what they want you to feel.
但是，当你将那种气味与商店分离以后，你就能明白他们想让你有什么样的感觉了。
It smells very masculine.
闻起来很man。
Male clothing store.
男装店的味道。
Sexy. Manly.
性感，很男人。
Smelling this, kind of, weirdly, makes me feel intimate.
听着可能有点奇怪，这个味道会让我觉得很亲密。
Believe it or not–to an ex-boyfriend I had.
不管你信不信，这个味道让我想起了我一个前男友。
It smells like an Abercrombie model, you know.
闻着像A&F模特的味道，你知道嘛。
You see, the scent matches the visual branding, and there's a careful process behind that.
看到了吧，那个香气是和他们的视觉品牌术匹配的，而这背后有着精心的策划。
So we have to learn a lot about the brand, the history, what sets them apart.
我们必须深入了解那个品牌，品牌历史以及它们与众不同的地方。
It's a Men's spa? Woman's spa?
它是一个男士水疗中心，还是女士水疗中心？
Is it in a country club? Is it in a luxury hotel?
是乡村俱乐部还是在一个豪华酒店里？
Who their target demographic is——the people that are coming in.
他们的目标人群是谁——去那里的都是哪些人。
And then it's really about understanding their aspirational attributes.
然后就是了解那些品牌的理想属性。
and then capturing those qualities and turning them into a scent.
然后捕捉那些品质并将其变成香味。
In most cases, the scent is carefully diffused through the store–
大多数情况下，香味都是非常小心地喷洒在店里的——
sometimes through stand alone systems and sometimes directly through the HVAC systems.
有时是通过独立系统，有时直接通过HVAC系统喷洒。
It's a delicate process designed to release just a hint of aroma into the air.
这是一个非常精细的过程，目的是要向空气中释放出一丝丝的香气。
Because in general, overpowering people with an aroma isn't a good thing.
因为，一般来说，香气太浓并不是一件好事。
This is why with most places you won't even realize there's a particular smell, unless, of course, it's completely out of place.
这也是为什么大多数地方你根本都不会意识到空气里有某种特别的味道，当然了，除非那种香气非常的不合时宜。
In the same way that scent marketing can generate a positive experience,
正如香味营销能够带来积极的用户体验，
when the aroma doesn't match the demographic, location or brand identity,
当香味和人群，位置或品牌身份不符时，
the public reaction is often negative:
大家的反应通常都会很消极；
In 2006, Got Milk? Ads dispersed at bus stops in San Francisco were equipped with cookie scented strips.
2006年，有牛奶了吗？投放在旧金山各个公交站的广告配了饼干味的宣传条。
While chocolate chip cookies smell delicious,
虽然巧克力屑曲奇闻着是很香，
placing that scent at a bus stop completely backfired–
把那种味道放到公交站就完全适得其反了——
and the company pulled the scent marketing one day after releasing it.
所以该公司在发布香味营销后的第二天就把广告撤下了。
Then, in 2008, Starbucks had to put the sale of breakfast sandwiches on hold.
还有，2008年的时候，星巴克不得不暂停销售早餐三明治。
The sandwich smell was competing with the coffee aroma, ruining the ambience.
因为三明治的味道都赶上咖啡的味道了，氛围就这样破坏了。
Think about that: If a coffee shop doesn't smell like coffee, would you still start your morning there?
大家不妨想想：如果咖啡店闻起来不像咖啡，你还会从那儿开始你一天的生活吗？
Once you start to be conscious of it, you'll notice that it's everywhere.
一旦你开始意识到气味营销的存在，你就会注意到它其实无处不在。
when you walk into certain banks, when you walk into certain malls, when you walk into stores, all types of businesses are using it.
当你走进某些银行，走进某些商场，走进商店时，所有类型的企业都在使用这种营销手段。
And if it's working properly, scent marketing is helping create a positive experience for both the business and the customer.
发挥正常时，气味营销有助于为企业和客户创造积极的体验。
The reason why people stay longer in a store is because it's a better experience, so they're happier.
人们在商店停留更久就是因为体验更好，他们也更开心。
Maybe their mood is lifted.
或许他们的情绪就那么别调动起来了。
And who doesn't want to have their mood lifted and be happier?
谁不想自己的情绪被调动起来呢？谁不想开心呢？
