Music affects behavior. What’s in your ear?
Music affects how you perceive everyday events and experiences. Music affects behavior, too. (Warning: I’m gonna talk about music, and that’s what I sell, so look out) I’ve talked about it, philosophically, before, but now I’m talking about scientific research. Psychologists, scientists, and ad agencies have conducted studies on everything from marketing to meals. And they’ve discovered some very interesting things about us humans.
Music affects us, and we like it.
Whether it’s listening to classical or new age instrumentals while you work…or rock and pop to pump you up for a road trip…or even some sounds of nature to fall asleep…music makes a huge difference in how much you actually enjoy life.
And just in case you didn’t already know this, music can even help enhance or diminish your dining enjoyment. A Nashville, Tennessee restaurant named “Etch” recently paired certain kinds of music with each course of the meals being served. One diner said he was surprised at how much the music impacted his experience. While he admitted he wasn’t sure if it actually made the food taste better, he WAS sure it improved the evening.
So, of course savvy marketers take information like this and start looking for more ways to use sounds and music to help them sell more food and beverages.
Sound marketing includes sound marketing.
Agencies have discovered that people react favorably to certain sounds. (I’m not surprised, but I’ll talk about that another time) It doesn’t even have to be music. You might have responded to sounds without even realizing it. For example…have you ever been near a produce cooler when suddenly there was a gentle thunder sound and water started spraying the fruits and vegetables? That’s more than a gimmick. A grocer figured out people perceived the produce to be fresher if it seemed like it just rained, so he tried it out. His research showed they often picked up that extra bunch of romaine they hadn’t thought of a few seconds before.
Imagine taking sound experiences like that and inserting your brand name. Combine a short song with the same feel and create much stickier branding without annoying your customers with yet another blah, blah, blah ad.
Since music affects behavior, make sure it fits.
I don’t know how many times I’ve gone into a decent Mexican, Italian, or even Mediterranean restaurant and heard pop radio songs thumping in the background. What a wasted opportunity! It would have served the owners much better (not to mention, their customers…but I will) if they had put together a mix of music that matched their specialties. And if they put more focus on what their customers were listening to, they might even be able to mix in some creative ads for their business. Hey, I’m just a consumer…what do I know?
It makes a bigger difference than you might think. Match your music and sounds you’re using in your business to your brand. Take a giant leap in front of your competition because they’re probably still just playing the radio.
When you’re ready to take your brand to a super sonic level, look no further than Your One-Man-Branding Band – little ol’ me.
Jump on the one-of-a-kind Rhyme and Reason Bandwagon and make a super sonic connection.