January 16, 2018

Sound good enough to buy?

Sirens: worried.

Screams: scared.

Ice Cream Truck: excitement

…if you’re a kid

Those sounds cause feelings.  Marketers are starting to use these sounds and the emotions that come with them to their advantage — to leverage more senses, and get you more intrigued.

Sound is an important factor in connecting with consumers

According to an online article from PR Week: 24% of consumers are more likely to buy a product that has music or sound they recall from a marketing message. Such as the intel jingle or the State Farm jingle, all of which you can easily recall which company the jingle comes from.  

We’re in the age of technology where people are constantly plugged into listening to something. Whether it’s music, watching Netflix, or even a clip on YouTube- we’re always listening to something.

That being said, Marketers need to start thinking how sound can work to their advantage. Each sound gives amplified certain emotions to the listeners.

And a sound can have a tendency to go deeper, connect more viscerally, and subconsciously than having to engage your brain to read or take in visual cues.

When pairing exciting music or other sounds with a product, customers will engage and attach more senses to product messaging. With new developments in sound effect strategies, as well as immersive areas of AR, and VR, the possibilities become even more compelling.

Whether Taste, Smell, or Touch, smart marketers will leverage it all to connect consumers to products or companies.

It’s no wonder hi-end, innovative, and engineering led brands like BMW employ sound technicians in manufacturing, even,  to perfect and make unique and ownable the tones emitted when starting a car, fastening a seatbelt, or opening a door.  A physical ding in your BMW door is maddening — but an AUDIO ding might be more than captivating.

Will future products captivate you by sound? The audio world of marketing is about to take off and you can tell me.