Real estate brokers often use a neutral fragrance such as white linen when showing a property to prospective buyers. It's one of the most important considerations. Like any promotional tactic scent marketing requires planning to be effective. The first step is deciding what you want to accomplish. Are you trying to make buyers feel welcome for example, or to embed the company brand in their brains?
Next, consider the feeling you want to create and choose the appropriate aroma. It should complement your products, decor, background music, store layout, etc. A feminine scent in a menswear store wouldn't work well. You have to select the right scent, not just the one that you like. Finally, remember the real estate mantra, location, location, location. Where you position the diffuser is critical. Do a walk-through of your space to get an idea of airflow, because even a pleasant scent can be too intense if it's trapped in a small space. Then, if that's the case, customers' noses may lead them out the exit, not to their wallets!
Francine A. Author
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