Events

On June 26 at 3 p.m., Kultūros fabrikas invites cultural representatives, creators, and young businesses to participate in a practical entrepreneurship seminar entitled "Once Again About Scent Marketing: A Short-Term Trend or a Powerful Communication Medium?"

The seminar will be led by Edita Vygelytė, producer of original perfume brands and educator in perfume culture.

The possibilities of scent marketing (also known as aroma marketing, olfactory marketing, or scent marketing) have been discussed in the Lithuanian market for more than a decade, but we still cannot point to many successful and exemplary examples of scent marketing. The olfactory positioning of goods, services, and objects lags significantly behind positioning through text and images, with this particularly effective means of stimulating the consumer experience being considered unnecessary.

According to user experience research, a unique olfactory brand identity helps businesses retain up to 84% of repeat customers, improves the customer experience by 70%, and provides an opportunity to increase business revenue by up to 20%.
It is predicted that soon the olfactory logo of a brand will be as relevant as the visual one, and the olfactory (smell) experience will rapidly integrate into virtual space with the help of innovations.

In these practical/experiential workshops, we will explore the broad and untapped possibilities of aroma positioning and consumer emotional loyalty building through a well-constructed brand olfactory identity.

– The system of brand archetypes according to Carl Jung and Carol S. Pearson / Margaret Mark ("The Hero and the Outlaw," 2001). Old, good, effective!
– What scent marketing tools are already available on the Lithuanian market? Also – striking examples of olfactory identity and aroma marketing in the Lithuanian and global context.
– How to identify and construct a brand's olfactory identity without falling prey to destructive subjective interpretations and the influence of perfumery trends?
– A practical session on refining olfactory identity, using a system of 12 archetypes for brands and olfactory tools – perfume molecules (individual perfume ingredients), synthetically recreated aromas of deconstructed bouquets of wine scents, and conceptual perfume creations.
– All questions in the fields of olfactory literacy and perfumery culture that you have not found answers to elsewhere. 

Registration: https://docs.google.com/forms/d/e/1FAIpQLScuP0xiXmor2XSLCZBQv44bvd-KkTF6AxUWPpq1JFP9eEZPjQ/viewform