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.