Uber, un outil de promotion pour les artistes ?

En plus de son service de transport et plus récemment son service de livraison de produits alimentaires, Uber surprend encore en participant à la sortie du nouveau titre de Britney Spears intitulé « Pretty Girls ».

Tout est partit d’un Tweet et d’un Post sur Facebook de la chanteuse invitant ses fans à écouter son nouveau titre grâce à Uber.

So @Uber & I are bringing #PrettyGirls to you! Request a “Bee” ride in LA @ 3pm PT to hear it http://t.co/7Bi6lwdDqe https://t.co/DGHRVO3onh

— Britney Spears (@britneyspears) 3 Mai 2015

Aux fans se trouvant à Los Angeles de se jeter sur leur application Uber à une période bien définie (en l’occurrence l’offre était disponible de 15h à 19h le dimanche 3 Mai). Une fois le code promo PRETTYGIRLS validé, Uber proposait gratuitement ses services pendant 30 minutes. L’intérêt pour la chanteuse ? De permettre à ses fans de pouvoir découvrir son nouveau titre émis à l’intérieur de tous les véhicules Uber.

L’avis Dopamine : Une campagne assez intelligente qui combine l’utilisation des nouvelles technologies à du street marketing, mais dans une voiture Uber 😉

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Can a brand become emotional ?

Music plays an important role for consumers in their purchase decision. A known study states to the importance of music in retail stores. If you play a song loudly with fast beats, people will tend to hurry to purchase and will spend less time in the supermarkets. If you decide to play a low volume and slow tempo song people will tend to spend more time looking at products and their purchases will be higher. But not everybody is a retail store. How can brands improve awaraness ?

Nowadays, it’s getting more difficult to be heard. As the e-magazine Mashable says : « There were 514 000 new business owners in 2012. So every businesses are trying to spread their voices over the competition with advertising. But a Nielsen study suggests that most of us only recall two of the countless advertising messages we’re exposed to daily. How can brands make the difference in their market ? Brands need to change their strategies if they want to create a conversion with people.

According to Jakob Lusensky, author of the book named « Sounds Like Branding », music should be taken into account in a global and competitive environment because Emotion is being more and more important in the marketing fields. Different principles such as sensory branding and experiential marketing are the proof that Marketing is making a step forward. Sensory branding is a type of marketing that appeals to all the different senses related to the brand using the senses to relate with customers. Experential marketing is when brands make you touch, feel or view something in a physical space.

Consumers have decoded the rules of Consumption which dictate their purchasing decisions. They’re looking for other reasons to make them interested by a product. That’s why Customization is a concept so popular nowadays with Nike or Adidas allowing their customers to design their own shoes and order them. Clients want a One to One relationship with the seller.

Music and Consumer Behavior

« The approach of using music to connect with viewers on a deep
emotional level rather than a rational or cognitive level in advertising
fundamentally redefined it as a brand-building tool » Ryan Parikh

People cannot live without music. A book named « Sound Like Branding » says that « The latest iPod can hold up to 40.000 songs, much more than a citizen of the 1800s would even hear in his entire life. » It has never been so easy to have access to music with the digital innovation. A study also says that 80% of young people (18 to 24 years old) are actively listening music every day. Music offers the most consumed entertainment content today. The average music listening is fixed to 1h30 per day.

Music also reveals who we are. A study made by Rentfrow and Gosling says that people believe that their taste in music reveals who they really are, more than films, books and even clothes. Music has always been a part of our life, even since the beginning. Human being catch music since he feels the first beats of his heart. It helps to feel emotions and to control our temper.

But what are the functions of music which can influence people as consumers ? We re gonna go through these opportunities that a brand could leverage to improve his notoriety.

According to Daniel J Levitin, several people use music to regulate their own feelings. A brand could have the idea to make their customers feel emotions through their content. What kind of brands won’t like to see their customers playing a song that the brand created in a specific event ? Absolut vodka created with the singer Lenny Kravitz a song named « Breathe » for his marketing campaign « Absolut Kravitz ». The music was composed for the brand, expressing the values of « Fun, Party and Dance » of Absolut. It worked because the song was a success.

Music also has a poetic function. She is helping people to give meaning to something. This fact can apply for brands. Music content can enhance the image of a brand because it gaves indications on how the brand communicates its values. Music helps to memorize a message (Julien 1989). Most people are able to remember the theme of Coca Cola they use in each advertisement.

In conclusion music represents an opportunity for brands which want to reach people differently and establish long-term relationship with them. Integrating music in a brand’strategy is a way to allow people to listen to the brands in a different way.

 

How Music can play a role for Brands’ identity ?

Music is essential. She controls us in different ways : psychologically and physiologically. But can we extend the role of Music in the area of Consumption ? Could brands use Music to improve their values and so their products to the public ?

Due to the arrival of the information technologies, music is nowadays one of the most used content. The average listening time is increasing and brands regard it as an opportunity for them to reach consumers. In a competitive situation brands should consider music as the best way to stay close to their customers’ interests and passions.

But using music in Marketing is not something new. The importance of one song in a marketing campaign is known by every marketers. But the choice of a specific song is not always relevant but often personal, depending on the taste of the head of marketing. What if brands find out a way to create a unique identity according to their values  through a content that people like and often love. Here comes the opportunity for brands to create their own Music Identity.

Every brands are looking for their identity. Brand Identity is built around three concepts. The core identity is the foundation of any succesfful brand (value, service, quality, family, children and cleanliness). The extended brand identity is composed of those different elements which can be changed or modified depending on the market situation or on the initiative of the brand. Finally, the brand essence is an expression which communicates the soul of the brand in a succinct manner. Like Subway : Eat Fresh.

What could happen if brands find a way to align their identity with music ? It would be one of the most powerful way to connect with people, wouldn’t it ? Can you image a content which keeps people’s attention, stays in people’s mind and engaged in people’s conversation ?

This is the time for your company not only to answer the question : How does your company look like ? This is the time for your company to be one of the first to answer the question : How does your company sound like ?