In a marketing and corporate positioning strategy, music can be a great resource for emotional connection with the audience you want to target.
Guest Author
Jul 31, 21 | 5 min read
the role of music in marketing
Reading time: 4 minutes
Music is essential for marketing and advertising; in fact, music is essential for life itself. Let’s talk about myself: I am obsessed with listening to music. I listen to it when I take a shower, when I’m in the car, when I study, when I work, there was even a time when I couldn’t sleep without music playing in the background.
Why is this relevant to you? Because I’m sure many of you will identify with me. Music is an immense emotional trigger, which we know that, if used well, can create the best communication strategies: iconic and memorable.
First of all, let’s talk about the value that music
bring to your brand.
Here we’ll quote Eric Sheinkop, President/CEO, Music Distributors and co-author of Hit Brands: How Music Builds Value for the World’s Smartest Brands:
“Music brings value to a brand in three lesotho email list 150000 contact leads ways: identity, engagement and timeliness. Specifically, using music to establish an emotional connection with a brand increases brand recognition, generates excitement and enthusiasm beyond the brand’s core products or services, and can empower consumers by providing them with valuable content to discover and share.
Music creates the value that brands need to win the war for attention and develop a genuine connection with their consumers. When used correctly, music doesn’t just create loyalty, but true advocacy.”
With all this being said, we can conclude that yes, music absolutely “hits” that emotional nerve in all of us; a nerve that connects us. Music can play a role in that creation of brand loyalty . creation , so to speak, though it is surely not the only contributing factor.
The point is to use all the tools at your disposal to contribute to this loyalty and appeal to consumers’ feelings so that they remember you.
How many commercials do you not remember when you hear certain songs? What brands do you think of when you hear one or another melody? It is very easy to appeal to the senses when it comes to music, since the ear is a great receiver and catalyst of signals that within us become emotions.
Music can trigger emotions and memories (cool, huh?). Take a moment to think and think of your favorite song. What/who does it remind you of? Now that you’ve felt that little moment of emotion, notice how a simple song can affect your mood.
Imagine this strategy, if used well, and everything it can achieve
Music stimulates several brain regions. When we like what we are listening to, we relax and our body starts producing endorphins, the hormone of joy: it is easier for the consumer to buy in this state.
According to an experiment conducted by the University of Leicester, in the wine section of a large supermarket, 77% of customers bought a French wine on the day French music was played in the background. Coincidence?
Similarly, let’s take the case of HP when it used a song by singer Meghan Trainor to promote its tablet. The campaign generated a 26% increase in sales in 12 weeks.
Although it may be more expensive the hosting market in spain continues to grow to use copyrighted tracks, it is often worth it to purchase them or collaborate with artists to achieve great results.
A good song can tell a complete story and make you feel what the performer wants you to feel. Depending on the mood you’re in, you can listen to any song, any genre, and feel like it represents you. For example, we all know that Mr. Brightside by The Killers is going to bring about a moment of internal euphoria any time you listen to it.
Let’s go back to the fact that music can be a great memory trigger , which is extremely important for marketing. Why? Because one of the most important parts of marketing is persuading the consumer to do something. To get your audience to do what you want them to do, you have to appeal to their emotions.
As I mentioned before, music triggers by lists all kinds of emotions. Combine a good ad/commercial with a good song and… what do you get? Something memorable.