- June 24, 2016
- Posted by: Roger Walker
- Category: Business
Music is a fundamental part of the brand strategy or at least should be. The musical marketing is one of the legs called sensory marketing and uses the same weapons as this to connect with the consumer. Making use of the senses and tries to generate emotions and connect with the consumer. The music serves to suggest emotions and do well at levels that are much less obvious. Music is, for example, which plays in the background and what makes almost without the consumer noticing remain in their memory certain messages and certain ideas.
The melodies serve so many purposes. It’s a tune that makes, for example, to go faster or slower in a supermarket, since the sound acts upon us without us noticing and propels us to act in one way or another. A relaxed music takes us to let us fall by the supermarket aisles slowly and look carefully what is or is not in them. When there are many people responsible for the supermarket and want us to be efficient in our purchasing processes only they have to put a faster music to push us to be quick on purchases.
That’s an example, but not alone. Music can convey emotions in a way that other elements can not do: it is the music that creates the end often emotional frame of ads and makes us feel happy, sad or shocked at what we are seeing. In fact, music is one of the main weapons of brands in the conquest of nostalgia for the 80s. The 80s have become favorite material for brands when trying to connect with consumers and audiences, as children are often associated with the now adult consumers and, therefore, remembered times like best. The fastest way to suggest that time and arouse nostalgia is to lay hands on the music.
The music is also very catchy element, one that by its very nature is much easier to stay in the minds of consumers than other elements used in advertising. It is much easier to stay with the refrain of a song with a web address.
The music is also much easier to connect and much easier to use as a passport to say who you are and what gives way. Therefore, music is not only a crucial piece to connect with consumers or to suggest emotions almost imperceptibly but is also a lingua franca that can be used to connect to many consumers and especially those specific to which you want to go .Music is, in fact, a perfect tool to establish links with the millennials.
Brands should not miss the music
Music has a high power when establishing links with millennials and is an excellent tool to connect with them. On the one hand, music is more than just a brand message, as it provides something more and gives it added value. On the other hand, the music opens the way to the interaction between consumers and brand and makes these more part of the company, who identify more with it sits.
There is nothing better to prove that advertisements summer Estrella Damm: in each issue lay hold of a song, a modern song that connects with consumers (millennials) and becomes a kind of success at the time. The song is another part of the announcement, the announcement is, in the end, but the consumer sees it as something else. Or, to take another example, Hundred Miles, yall group Gabriela Richardson, has become a hit on the charts, but it is actually a song brand. They created for the fall campaign Jerky winter last season and then jumped into the charts. It is musical content marketing and marketing led to full power.
You may also like to read another article on Heygom: Why they are so valuable for business content and information generated by consumers?
But not only the songs and music as an element accompanying work as a tool to connect with consumers, the music itself (and Hundred Miles is probably a good example) can be a good vehicle to connect with consumers and create opportunities generating new engagement and memorable experiences. In fact, summer is a good time to use music as a vehicle for corporate communication, or as an excuse to connect with the consumer because it is time for the music festival season time. As reported in an analysis Warc, brands have to understand very well what happens at these festivals, which is and especially how to use that data in its favor.
It is not only that the brand has to be present in every corner (and no more than look at how some call music festivals to see that brands try to become ubiquitous in them) but also understand what they will do them the consumers in order to enhance the brand messages. According to Nielsen, for example, attending music festivals are 27% more likely to upload videos to social networks during a concert, creating new opportunities to create content and generate consumer conversations.
Brands have to be able to understand well the language of the festival in question and its demography if they want to take advantage. “Knowing what behavior patterns of these fans during the festival are can help us know whether it is more important to include a filter in Snapchat or promote a hashtag brand on Instagram,” says Matt Yazge, expert Nielsen on the subject to Warc. You cannot assume that what works in a festival it will do so in another. Visit http://ish-world.org/ for more tips.