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Behaviour Influencer

Organisations will use sound to influence the listener’s behaviour. For example

- Clothes shopping selling night club evening wear will play music dance music
- Patriotic music will played during political election rallies
- Restaurants will play the music that they feel will create the atmosphere that they would like to create. The music chosen will depend on the type of food served, the price of the food and the type of customer that they would like to attract.
- Waiting music for people to listen to when they are waiting for their telephone call to be answered. This music will be chosen to entertain the caller whilst they are waiting and to reduce agitation caused by the length of the wait.

Instead of creating a unique sound, some organisations will use popular music and songs to market their brand. Popular music will be used in the organisation’s TV and radio adverts. There are many examples including

1. DFS sofa adverts
Katie Melua, closest thing to crazy 2004 and
Mariah Carey’s all I want for Christmas which has become an annual choice

2. Tampax 1990
Dr Alban, It’s my life used as background music

3. Cadbury’s ( Airport runway race) 2008
Queen , Don’t stop me now

4. Cancer Research UK 2002
Eva Cassidy’s cover to field’s of gold

5. Carlsberg (Holiday) 2000
Spiller’s groovejet

6. Fairy Non Bio 2002
David Essex hold me close.

Each song is chosen carefully to relay the message behind the brand’s advert. If the branding is successful consumers will associate the music with the brand when they hear it being played outside the organisation’s promotions. If the branding is very successful the song/music’s association with the brand, will continue years and even decades after the organisation has stopped using the music and/or song.

Information Distributor

Organisations will use pre recorded messages on their telephone lines to distribute information about their product. Pre recorded messages may have the brand’s music or sound. An example of this is T mobile who use the same music (for telephone callers to listen to) as they do for TV and radio adverts. This helps to reinforce the brand by focusing the callers mind on the TV and radio adverts.

Some organisations use automated telephone calls to market their product. This is where an organisation will use IT systems to ring households and play a recorded message about their product or service to the answerer (person answering the phone). At the end of the recorded message the answerer is given the option to discuss the organisation’s products and services with a representative from the organisation.

C Sound Marketing through Organisation’s Websites

In addition to placing video clips of TV adverts, organisations have begun, to add sound to their websites. This means that people visiting such websites will be greeted by sounds in the form of music and voices.

Organisations will choose voices and sounds to reflect and reinforce their brand and to achieve one or more of the three objectives discussed above.

1. Brand Reinforcer
2. Behaviour Influencer
3. Information Distributor

D Summary

- Sound marketing offers an alternative to visual marketing.
- Sound marketing can take many forms including noise, music, songs and spoken words.

- Sound marketing can be used to achieve similar objectives and additional objectives to those achieved by visual marketing.
- Sound marketing can be used in various mediums including TV, telephone, radio and websites.

 

 

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