Winner By A Nose...

In a study conducted by Monell Chemical Senses Center in Philadelphia, two areas of a store were scented with different odors. One had a floral aroma and the other spicy. Researchers found that both men and women tended to stay around longer in the area that smelled like flowers. Only men were drawn to the spicy smelling area, but not women.

In experiments over the last few years, manufacturers and marketers have discovered-smell sells! Pine scent in cleaners, coffee aroma added to plastic in the lids of coffee cans, lemon fragrance in furniture polish, and the leather scent added to the upholstery of new cars are all examples of marketing's use of odors to sell.

This could open a whole new area of marketing in financial institutions! How about the loan area smelling like new money? The travel department could have salty, warm sea air breezing through. The IRA and CD area could smell like printer's ink. And the mortgage department could smell like a freshly cut lawn! (Or a musty basement-depending on the property!)

Bet our marketing folks could do something with this! Who nose?

Copyright © 1990 Bankers' Hotline. Originally appeared in Bankers' Hotline, Vol. 1, No. 11, 11/90