Ahhh…That New House Scent

Posted by Rearview on March 21st, 2007

Nearly everyone who’s ever sold their home has had someone suggest they “put a loaf of bread in the oven”. While you might not have realized it, that simple suggestion has turned into one of the hottest trends in marketing worldwide - Scent Branding. Scent branding is being deployed in retail stores, airlines, museums, and other marketing venues. Why? Because the sense of smell is one of the strongest, most powerful triggers of emotional memory.

Builders spend millions annually trying to appeal to their home buyers’ emotions through emotionally charged advertising and perfectly decorated model homes while overlooking the one thing that few people can forget - the smell of a newborn baby, fresh cut grass—or the smell of “home.” The mere recollection of a fragrance can bring to mind a myriad of memories - a well of tears, a heartfelt sigh, a smile. Fragrance leaves a lingering impression: studies suggest that people recall smell with up to 64% accuracy after one year. Can your home shoppers remember the lifestyle photos that lined the walls of your sales center they visited just last week?

Used in the right way, scent branding can enhance the buyer experience in a pleasurable manner and has been shown to be influential in driving purchases.

But before you rush out to purchase 200 fresh baked cookie scented candles, there are three key points to keep in mind:

1. Things that smell good to some, might not smell good to all - Consider your demographic. Not only ethinicity and gender, but age. The Boston Globe reported that a child’s sense of smell is 350x more acute than adults. Marketing to Seniors? They may not smell certain scents as keenly or at all. As with any marketing plan, testing is required. Check out research available through scent technology companies or conduct focus groups of your buyers.
2. Avoid turning your scent “volume” up too loud - We’ve all been assaulted by the department store perfume lady at some point or the co-worker who really likes garlic. Keep your scent subtle and simple. The use of too many fragrances can be a turnoff. Just try smelling different perfumes for 15 minutes and you’ll catch the drift. Combinations should be tested and adjusted carefully. Scent dispersion systems are available that allow you to dial it down or up as needed.
3. Choose the right scent for the environment - Context is important. While the smell of a newborn baby may work perfectly in a nursery, it could be a turn-off in the kitchen or master bath.

Rearview is an Atlanta based company that is equal parts advertising agency, graphic design firm, and interactive development company. We are focused on developing and supporting our clients through smart solutions that communicate an impactful and unified message across multiple channels including environments, print, web, television and radio.For more information on Rearview, call 678-574-7261 or visit www.rearviewadvertising.com.