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Sound Marketing
A. Introduction
Sound is an important part of marketing, whether it is in the form of music, songs, the spoken word or noises. Sound is used in marketing to achieve various objectives including:1. Brand reinforcer – This is where sound is used to build a new brand or add to a new brand. Sound will be part of the same tool box as corporate logos, trademarks and strap lines.
2. Behaviour influencer – This is where sound is used to influence the audience’s or consumer’s behaviour.
3. Information distributor – This is where the organisation uses sound to provide their audience with information for example through a radio advert or through a telephone “voice over” for telephone callers placed on hold or waiting to talk to the organisation.
Sound marketing enables organisations, to target a sense in addition to visual or sight. This can be highly effective as
1. Firstly each person uses their senses (smell, sight, hearing, touch, taste) in different proportions
2. Secondly as visual marketing is everywhere (ubiquitous), sound marketing grants organisations the opportunity to differentiate their marketing from others via a medium other than visual and
3. Lastly sound especially music can lead people to recall events that took place on an occasion when they heard the music or sound.
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