Even though the term itself has originated quite recently, in the 80s of the last century, the concept of audio branding has originated in the 4th century AD. At that time the christian church started to use church bells in order to call all the believers to pray. The bell ring became a type of a christian audiology. Another example is Ivan Pavlov’s experiments aimed at studying conditioned and unconditioned reflexes. The scientist managed to get a dog to salivate just by ringing a bell. Thus, Pavlov contributed not only to physiology, but also to audio marketing, proving the formation of a stable connection between physiological processes and a sound stimulus.
Given examples show how a sound can create strong associations with a specific situation, person, place and, of course, brand.
Where does audio marketing come from?
The first jingles(short musical sound compositions
The first jingles (short musical sound compositions "talking" about a product or brand) appeared in 1900. For example, the charming pastor of "Have you tried Wheaties" once saved a large American holding company General Mills from bankruptcy, because at that time it was broadcast on the radio, and drastically increased sales. In 1971, the Coca-Cola song "I'd like to buy the world a coke" was released, which became so popular, that the famous musical groups The New Seekers and The Hillside Singers at that time produced their own versions of the song. These songs soon became global hits.
▪️ In 1980, there was probably the first study devoted to music in radio commercials, the results of which clearly confirm that advertisements with audio branding elements are perceived as more informative, sales-oriented and brand image-building. The year 1994 is the year of creation of perhaps the most famous audiology company, Intel. Just 6 seconds of sound allowed Intel to gain incredible recognition around the world. In the same year, Nokia introduced its brand and now iconic ringtone, by which we also unmistakably recognize the brand in any situation.
Since the second half of the 19th century, scientists have been actively studying the influence of sounds, including musical compositions, on a person in the context of his purchasing behavior, and these studies definitely show that audio marketing, when used skillfully, increases sales, customer loyalty, allows you to manage the flow of purchases and so on.
Does it really work?
According to a recent study by Heartbeats International, 97% of the world's largest brands actively use sounds and music in their marketing campaigns because they know that music strengthens their brand and helps to communicate with visitors. Business opinion was also examined in a large-scale study by the Canadian Society of Composers, Authors and Music Publishers (SOCAN). the results of the study allowed us to draw the following conclusions:
▪️ 74% of business representatives consider music to be an important element in creating pleasant shopping experiences
▪️ 46% of respondents are confident that the importance of music design for business is growing every year
▪️72% of respondents consider background music to be a more important element than room decor (especially in restaurants and fitness centers).
Marketologists have long been convinced from their own experience that audio marketing is a serious tool in their work, which helps to create pleasant shopping experiences and manage consumer behavior. This tool allows you to create and manage customer behavior and is widely used in various fields.
So, AUDOO background music service is used today
▪️ In the HoReCa sector (restaurants, cafes, bars, pubs, pizzerias, food courts, hotels, holiday homes, boarding houses, etc.)
▪️ Beauty industry (beauty salons, spas, nail salons, hairdressers, fitnessmalls, swimming pools, etc.)
▪️ Entertainment centers (leisure parks, karaoke music clubs, amusement parks, ice rinks, attractions, etc.)
▪️ Retail business (supermarkets, shopping malls, clothing and shoe stores, cosmetic jewelry, flower shops, exhibition halls, boutiques, etc.)
▪️ In clinics and rehabilitation centers
▪️ In banks
▪️ At gas stations and car dealerships
▪️ During the events (exhibitions, conferences, forums, etc.)
Audio marketing certainly works and provides tangible sales growth, improves brand image and consumer loyalty, but only when used correctly, with knowledge of its theoretical foundations and practical tools.
Using legal music is important
Musical compositions are objects of intellectual property and are protected by copyright. According to Armenian and international legislation, the author or the right holder has the right to receive remuneration for using his work. In the case of business music design, concluding direct contracts for the use of a work is a rather complex process, as it requires interaction not only with the author of the words (if the work is vocal) and the composer, but also with the performer and producer of phonograms, who also have exclusive rights to their own intellectual property objects.
Musical compositions are objects of intellectual property and are protected by copyright. According to Armenian and international legislation, the author or the right holder has the right to receive remuneration for using his work. In the case of business music design, concluding direct contracts for the use of a work is a rather complex process, as it requires interaction not only with the author of the words (if the work is vocal) and the composer, but also with the performer and producer of phonograms, who also have exclusive rights to their own intellectual property objects.
Tasks that are solved by audio marketing
With the help of sound, a number of marketing tasks related to both managing customer behavior and shaping brand image are solved. Audio marketing is more than just jingles, which discussed earlier, it is the use of music to improve the quality of customer service. Here are a few business goals that can be achieved with this tool՝
1. Create identity
Voice is the key to remembering, so companies that work on their company's voice are more likely to create lasting values.
2. Increase loyalty:
By creating brand songs that tell the story of the brand and create a sense of trust, the company strengthens relationships with its customers.
3. Influence the mood of consumers:
Music creates the right atmosphere and helps consumers feel in a certain way, for example, relaxed (during a massage) or tense (in search of the horror genre). The Canadian Katz Group of Companies conducted a study that showed that the musical theme of the national Football League causes people to get excited and expect vivid impressions, even if it is broadcast without a video sequence and outside the appropriate environment.
Sound is used not only in marketing and advertising, but also in the products themselves. We've already talked about Intel and its type of sound that we hear every time we turn on a computer or laptop. The click of the car door, the ending sound of the washing machine or coffee machine program are additional points of contact between brands and consumers.
4. Increase sales.
Background music that stimulates sales is widely used in restaurant marketing, retail, beauty industry, etc. A huge amount of research has also been conducted on this topic, which has shown that using a different tempo, genre, rhythm, you can achieve your goals
▪️ More spontaneous purchases
▪️ Higher consumption of alcoholic beverages
▪️ More time that the visitor will spend in the restaurant, etc.
Sound marketing is increasingly used not only by foreign, but also by Armenian marketologists and, with skillful application, allows you to literally do wonders.
