Did you become a librarian because a copy of the AACR II was accidentally sent to you? Or because of the sensory experience of the library…the sound (maybe quieter than other public spaces), the sight of all those books in one place, people doing their best to buckle down and study. And yes, maybe even the smell. Perhaps a paper-like, dry, woody scent…work with me here.
Actually there’s tons of literature on the marketing of libraries so may I be the first (probably not) to talk about smell and marketing libraries. Actually there’s a big precedent for things olfactory in marketing, and not just in foods and new cars. Singapore Airlines long-standing “Singapore Girl” ad campaign focuses on the idea of the great service, and at one time (warning politically incorrect!!) they had a special perfume that all the attendants wore. Also the smell of coffee, rather than the taste, is commonly used in TV ads as the hook.
I was reminded of the whole smell issue when Starbucks recently announced they were going to focus more on coffee, get rid of their sandwiches, and stop building stores quite so quickly. This in response to slowing growth at the company. In fact the issue was raised in an internal memo at Starbucks. The press, Wall Street analysts, and people like me all have raised the smell being “turned off” at Starbucks. In the meantime Dunkin Donuts (!) and McDonalds (!!) started getting kudos for the taste of their coffees. To coin a phrase you can’t tell “What’s Brewing” in Starbucks with your nose.
Cool Logo, Good Coffee - America Runs on Dunkin!
It’s sort of an allegory for staying focused, keeping on the scent trail, or your nose to the grindstone when it comes to business. Starbucks got too focused on rapid expansion and being all things to all customers and it hurt them.
So what’s my point? Well, smell matters. And more importantly libraries are a complete experience whether you want them to be or not. The brand association to libraries is books but the library brand, when someone comes in the door, is more than that. It’s a broad, constantly evolving image in users’ minds. And because libraries serve communities, librarians have some control over its direction.
And while I support the use of libraries by homeless folks or people that don’t smell so hot–and I am not advising lighting incense or devising a eau de library cologne–everything sensory is part of your library’s brand. People remember how you make them feel as well as the services you offer.
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