The 18th-century English playwright William Congreve once said: “Music has charms to sooth a savage breast, to soften rocks, or bend a knotted oak.” If he were alive today, he may also have added that music has the power to sell things too. After all, marketing experts state that customers make some of their most important decisions under the influence of emotions and not rationality.
Music maintains a consistent, ubiquitous presence in our everyday lives. Music can make a connection between businesses and their target audiences via their emotions. Here is a sample of how music connects brands with customers:
Music Is A Universal Language
The world’s number one passion is music. It is a universal language, one that everyone can feel. It transcends all other language and generational barriers. Music taps into emotions and thus provides a way in which a brand can forge a real connection with consumers.
These connections build on elements such as intimacy, mystery, and sensuality in a brand building strategy. The connections garner a customer loyalty. The emotional connections can highlight experiences to further strengthen the bond between brand and customer by creating personal relationships.
SIFO Research International conducted a study that essentially reveals there are three types of “advertising avoidance”: Ad Avoiders, Traditional & Control and Laid Back & Available. Research also indicates that to reach each type, a brand’s ad campaign must (among other elements) include engagement. Music encourages engagement because it can affect emotions and evoke happiness. Thus, the music actually encourages people to “purchase the experience of happiness through the brand itself.”
Music Works In Setting Up Experiences
Online sources indicate that the new source of credibility for the public consumer is experiences. Experiences are commonly seen as symbolic, social, or even aesthetic expressions that can bring about deep emotions, visions, and values. Music helps to create experiences that create a brand identity.
The brand identity then offers consumers sensations and memories instead of just products and services. The memories and sensations add a perceived value to the brand. Hearing is one of the main senses used when a brand is being processed by a potential buyer.
Marc Gobé, author of the 2001 publication Emotional Branding: The New Paradigm for Connecting Brands to People confirms that the sense of hearing can and should be used to create brand loyalty as well as long-term customers. Music works quite well here. Music is a major factor in setting up the full experience.
Creates An Exclusivity
Using music in marketing actually goes beyond using hit songs or popular instrumentals in radio and TV ads in order to gain momentum. Customers know that corporations mass-produce products and sell services to many people. Regardless of that fact, they still expect an exclusivity from a brand.
Music also helps to build a brand that provides consumers with an individualistic experience that is authentic and exclusive to the brand. This is why many businesses employ custom-made playlists tailored to their specific brand. The exclusivity significantly furthers the customer engagement because the customer now feels empowered by this heightened engagement. Finally, seven out of 10 professionals noted that music has such an influence on people that it will become even more important and prevalent to brands in the near future.
– Guest Post by Jessica Kane, SoundStage Direct