Many brands resort to it because it is a truly powerful tool for influencing the audience.

What is audio marketing

Properly planned audio design can significantly increase profits, as well as create a unique and memorable image. However, to achieve good results, it is necessary to follow the rules of audio marketing.

Numerous studies by specialists show that music can influence a person’s thinking and perception, as well as change their mood for better or worse. For this reason, brands take a very careful approach to the issue of audio design. In general, audio marketing started being used back in the 1980s. And this strategy has shown itself quite well.

Let’s clarify how exactly music affects consumers. If a track with a high tempo is played, according to MovieMetrics Research, it causes strong nervous excitement and makes people walk through the store faster. On the other hand, slow compositions have the opposite effect. Too high volume can even repel from purchases and the store in general.

The used musical genre also has an influence. It can even help to establish a connection with customers. As a result, sound becomes a very important part of the brand, forming certain relationships between the company and the audience. There are incredibly many interaction tools in this area. Against this background, audio design is becoming attractive to an increasing number of companies.

To create great audio design, it is necessary to carefully study the needs of the audience. Only after this is a specific strategy created. Then it is thought through how certain sounds will be used, content blocks are created, and so on. The impact is realized through the following tools:

– Jingles and musical intros.

– Advertising audio clips.

– Music streams used directly in establishments.

– Audio design for the brand’s websites and social networks.

– Interaction with artists.

– Special collaborations.

To effectively manage and implement these tasks, an indoor audio player is used, which provides high-quality audio design. The centralized audio management system allows easy control of all aspects of sound support in business.

You can choose several or all at once. It is worth focusing on the features of your brand.

Features of the use of audio design by brands

The most common example of a sensory approach to design is the sound of a car door closing. Leading brands that produce, for example, cars, hire separate groups specifically for the development of doors. Designers carefully work out the sound with which they close. For instance, in certain SUV brands, the sound is solid and creates a feeling of reliability.

Of course, it’s not only in this field that special attention is paid to sound. For example, consider the main office of Zara in Milan. There, music streams in the stores are centrally managed by specialists, not ordinary cashiers or consultants. It should be noted that in this case, the tracks are written specifically for the brand, which helps create an attractive atmosphere and elevate communication with customers to a special level.

Some brands even decide to create an entire ecosystem related to sound. Based on the music associated with the company, they then create songs for audio advertising or digital communication. When a user visits the website, they might hear a track from the main sample collection. By the way, compositions are often created for different audiences. The older generation, for example, prefers melodies dedicated to warm family relationships. Young people love something dynamic and bright.

In general, it is necessary to approach the needs of the audience very carefully. If the audio design contradicts the brand image, it creates dissonance. And inconsistency with expectations leads to a negative reaction from people.

By the way, streaming services should not be neglected either. Tracks can go viral there and attract maximum audience attention.

To effectively manage musical accompaniment, a retail audio system is used, which ensures high-quality audio support in retail establishments.

Rules of audio branding

When choosing music that will be associated with the company, there is no universal scenario. However, it is advisable to follow these rules:

– The company must have the right to play all the compositions chosen for the brand. Each track has its passport confirming this. Additionally, you will need to pay royalties or enter into an agreement with a streaming service that has a licensed music library.

– If the music is played in a room with an area exceeding 20 square meters, it is necessary to use quality sound equipment. Contrary to stereotypes, significant financial investments are not required. Moreover, the company will be protected from negative feedback from clients, as few people like poor sound quality, no matter how pleasant the music is.

– It is also worth considering the possibility of controlling the audio design in each establishment. The business owner, not the employees, is responsible for such matters. When collaborating with a streaming service, it is worth clarifying if there is a personal account for managing the sound to avoid risks.

– Background compositions should be in constant rotation. Playlists should also be updated as often as possible. Monotony is disliked by everyone; constant repetition of music will annoy not only customers but also employees. By the way, it would be good to adjust the tracks according to the season or even the time of day.

– Regularly conduct small surveys to track customer reactions. Employees can also help with this. It is important not only to listen to wishes but also to make adjustments based on feedback.

– Always control the balance between vividness and intrusiveness. When music is too memorable, it will likely have the opposite effect. However, if it goes viral, that’s great. The main thing is to hit the target audience. Examples include the well-known (but not annoying) song from the Mr. Proper detergent commercial. Everyone knows it.

– When choosing a service for audio, pay attention to the availability of automatic playlist programming technology. Moreover, music editors should work consistently. A professional perspective will help find brighter and more interesting solutions.

These recommendations may seem simple, but their effectiveness does not decrease, so they should be taken into account. By the way, this type of marketing should be distinguished from indoor audio design — we discussed this format in detail here.

For effective audio support in establishments, you can use indoor radio, which allows you to customize and control music streams according to the needs of the brand and audience.

What aspects of music influence the customer

When selecting music, it is essential to consider that even the smallest details can affect the customer’s perception. Let’s examine this issue in detail to avoid fatal mistakes for the business:

1. Tempo. As mentioned earlier, fast music encourages a person to move more actively—it happens on an intuitive level. Under slow music, a person moves more calmly. Positive melodies positively affect the mood, while melancholic ones lead to contemplation. According to researchers, if slow music is playing in a restaurant, visitors stay there for a longer period. This is unprofitable for fast-food establishments, so the tracks there are appropriate. By the way, the tempo can be changed throughout the day. For example, if the number of clients is minimal, there is no sense in choosing something fast. But during peak hours, rhythmic music helps avoid crowding.

2. Volume. Loud compositions repel clients, and they are quicker to leave a place where they feel discomfort. The fact is that music can overload the brain and cause irritation. This needs to be regulated. In the same shopping mall, there should be no music with a volume higher than average, as shoppers prefer to remain in a calm state.

3. Genre. Here, it is worth relying on the features of the brand and selecting what suits it best. Guessing correctly will likely not happen the first time. But if you create the right mix that matches the brand’s ideology, sales will definitely increase.

4. Recognizability of melodies. If a person hears a familiar song they like, they will want to stay in the store longer. By the way, in this case, the average check decreases, as the melody distracts from the product. That is why tracks in English and other languages predominate in Ukrainian establishments. But before holidays, high recognizability works to your advantage because music sets the right mood. For example, “Jingle Bells” before the New Year.

With the right approach, you can subtly control customer behavior and encourage them to make purchases. However, be prepared that creating the right strategy won’t happen immediately.

How to increase business efficiency with music

Before creating a selection of compositions, you need to understand what goals you want to achieve with such an approach. For example, for small shops with handmade goods, it is optimal to find something calm and relaxed, quiet, and for increasing foot traffic—something fast. If the industry involves customer waiting, major music is not welcome. Additionally, the following tips will help you increase efficiency:

Study the audience

Clearly define who exactly uses your products or services. Young people, for example, do not feel very harmonious listening to overly melancholic music. And in a liquor store, classical music would sound strange.

Don’t be afraid to experiment

Observe how your music affects customers and make adjustments based on this. However, the benchmarks obtained from such research will be average. So, don’t forget to generally consider what is best for your business.

You might not achieve the desired results initially

In that case, it is advisable to conduct surveys among customers to find out what exactly they like. This will help you better understand the issue.

Audio marketing is a promising way to attract attention to the brand and meet the needs of the target audience. The most important thing is to be able to compile playlists correctly and not forget about copyright.

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