AUDIO BRANDING & YOU
The right style to success!
Before I dive into sound consultation, let me first destroy a persistent fallacy!
Background environmental music is NOT about playing the latest pop songs or top 40s. Clueless operation managers find themselves believing that ambient music is about putting together a playlist of popular songs that people are familiar with – like on the radio. That is radio – without the DJ, but it is not background environmental music. We associate brands with background environmental music – not with music from the radio.
Here's what you should know.
The core of background environmental music is the art & science of brand representation and persuasion. It's about listening to the music style so as to push your customers’ right buttons; take specific actions – make a purchase, increase their shopping speed, browse more and so on. Streaming a similar genre Music Playlist in all your outlets delivers a unified ambience to the mass that when they shop or dine at your chain, they get the same desired experience no matter which outlet they’re at.
Think about STYLE in terms of retail or food chains. Prada has a different style from Gucci. Just like McDonalds is a different brand from KFC though they’re both fast food. We know how McDonalds sound like – but so you know what KFC sounds like as a brand?
What audio branding does essentially is, it sets consumers in the mood and brings about a desired feeling. It curates alluring music that communicates to your market, influences them to choose you over your competitors and more importantly, purchase from you and choose to purchase from you again the next time, with the use of validated and effective music demonstration techniques.
Let me give you An Example:
Imagine having a unique automated music cloud system placed at all your outlets streaming a particular style of music that best represents your brand. The system works 24/7 with no need for bulky players, no technical sound adjustments to be made and instant access to check what your staff is playing at any store.
As an owner, you play what you feel suits your brand best.
The best thing about having a music cloud streaming technology is that music experts ensure that legally licensed tracks are customized to your needs through a playlist that you can conveniently control anytime and anywhere through your own smartphone or laptop.
I've picked some case studies for your quick reference on what clever music strategy can do:
== CASE 1 ==
With regards to businesses in public spaces, surveys reveal that ‘the right music’ makes almost 4 out of 10 stay longer. The figure rises to 50% when it targets 16-24 year olds. A further 31% of people return to the same place that plays music that they had consciously enjoyed. 21% of people recommend the place to others and 14% say that they bought more.
The survey further reveals that ‘the wrong music’, with regards to noisy or irritable types, makes 44% of consumers and visitors leave and 38% do not go back. Almost 4 out of 10 also say that ‘the wrong music’ makes them buy less.
- Jakob Lusensky, CEO of Heartbeats International
== CASE 2 ==
A research at Leicester University in the United Kingdom in 2008 found that companies that match their brand to music are 96% more likely to be remembered, and 24% of their customers tend to buy from a store that plays music they liked hearing.
- Leichester University research team
== CASE 3 ==
Music can define a relevant, differentiated and credible value proposition. This applies especially in markets where there are high degrees of competitive convergence. Music is often the deciding factor as to whether the customer buys your product or service or your competitor’s.
What a customer gears may make the difference between their choice and not choosing your Brand.
- Gerald J Gom, author of "The Effects of Music in Advertising on Choice Behaviour"
== CASE 4 ==
The pace of music playing in the background can affect service; spending and traffic flow in stores and restaurants. The slower the music is paced, the more people shop. The faster the tempo, the less they spend.
Related studies show customers dining longer for restaurants that play slow music. More money is spent. The average bill for diners was 29% higher than in a restaurant playing fast music.
- Ronald E. Millman, Journal of Consumer Research
== CASE 5 ==
Classical music has been found to deter vandalism, loitering, and even violent crimes in parks and subway in Canada. In 2006, classical music was piped over loudspeakers in the London Underground: robberies significantly dropped by 33%, assaults on staff fell to 25%, vandalism on trains and at stations decreased by 37%.
- Melissa Jackson, BBC News Magazine
So you see, it's NOT about streaming pop songs but about inserting the right style of music to create the appropriate mood for the desired environment.
The following are some points that I will cover in the audio branding workshop (*by invitation only to our clients):
How to design signature sounds that will grab your target market's attention, remember you and sell your brand.
The 7 critical elements of a sound strategy. Many businesses are unaware and sales are compromised. If you miss certain elements whilst implementing audio branding, it will be less effective. This means less sales and less of a competition against your competitors.
Psychological triggers to improve voiceover messages, ad insertions that you're currently running and get it converted better so that you get a lot more converted sales with no additional costs.
How to get a deep, intimate understanding of your target market and how to use music to make them love you.
Techniques to ensure audio consistency and presenting your brand’s unique sound to magnetically attract your target market.
How to integrate your sound strategy offline and online together to achieve the best results and still sound authentic.
NOTE:
This audio branding workshop is only for existing clients. This will be my most comprehensive strategic sound workshop where I will reveal never before told techniques in this business.
