What can all the senses do to help you more deeply connect with your customers?
Businesses can use music in a variety of ways to communicate and connect to their customers. Within marketing this connection with customers is focused on connecting emotionally with them to form deeper relationships that are communicated throughout the business from sales and customer service to all forms of branding.
Using music as part of your marketing and sales strategy is well known and can make significant and positive impact on your business objectives. Sound branding, the use of sound, and music to form part of your brand communications is part of a more complete set of sensory based brand assets.
Sensory branding is a concept that encompasses all the senses to connect with customers and is increasingly used within retail businesses to connect emotionally with customers. For example, one well-known story is the use of internal air circulation within supermarkets to direct the smell of newly ‘cooked’ bread to the store entrance.
Music is, of course, used by businesses in many methods of communicating with customers. The more advanced businesses have researched and designed complete sound branding concepts for their brands.
Background music forms a key part of any businesses sound branding even if they are not aware of it. Background music can be used to communicate the brand themes to a customer.
If the brand is well designed for their customers they will have an emotional connection with that music preferably not in a direct way but in a subtle, subconscious way that whilst connects it will not detract from the key messages that the business wants to convey to their customers as they enter.
Wow that’s loud! this is more like foreground music so I must be in a teen’s clothing store!
Some businesses sound brand does the opposite and background music becomes foreground music. Consider a clothing retail brand for 16-25 year olds.
The music is likely to be loud and clear making is less background, and more foreground music. Its music that is aimed to impact and stimulate rather than subconsciously arouse.
The music has the same overall objective in terms of connecting emotionally but has more similarities with drama and action cinema sound tracks than the more subconscious and gentle background music.
Background music is a key part of delivering a businesses sound brand Identity. If you don’t have a sound brand identity we can help. Please use our contact form to contact us today.
