Sound Marketing: Random Post
Like sound, marketing can be heard anywhere – from the car salesman across the street to the cereal you eat. Everyday we are unconscious of the marketing campaigns employed by producers that are specifically catered to us – a result of the research and analyses conducted prior to the implementation of said campaigns. The merging of sound and marketing have essentially produced one of the most effective methods in enticing audiences into purchasing a product and ultimately contributing to the overall ideology of consumerism. Sound marketing, or audio branding (as it has more recently come to be known), is a subject that hasn’t been analyzed to the extent that visual marketing has, but holds just as much significance and power in terms of efficacy. The range of sound marketing holds no limits, and can be found in almost any industry and setting – from restaurants to stores to commercials to movie trailers.
A setting where sound marketing is regularly employed are restaurants. Restaurants aiming for a more family oriented vibe would employ more cheerful tones with “guitar or ukulele music, a childlike chorus of voices, and jazz rhythms” (Fahey). For example, a Denny’s or IHOP would play vastly different music from an Il Cielo or Spago, which also ties into differences in social class and the different types of music used to cater to specific guests. Aware of its predominantly family-based, middle-class demographic, Denny’s tends to play more upbeat, slightly-faster tempo music due to their need to turn over tables quicker in order to seat waiting guests. Il Cielo, on the other hand, primarily serves adults and couples who’ve made reservations and expect to spend more money on their meals due to a special occasion or simply a night out; as mentioned before, in this setting the music tends to play slower and allows guests to completely absorb the unique, non-franchise dining experience.
The presence of sound marketing is all around us - this was just a brief overview of its significance in dining establishments.
Fahey, Colleen. "How Audio Enhances Your Brand Content: Find Your Signature Sound." Content Marketing Institute. N.p., 19 Oct. 2014. Web. 21 Apr. 2017.
A setting where sound marketing is regularly employed are restaurants. Restaurants aiming for a more family oriented vibe would employ more cheerful tones with “guitar or ukulele music, a childlike chorus of voices, and jazz rhythms” (Fahey). For example, a Denny’s or IHOP would play vastly different music from an Il Cielo or Spago, which also ties into differences in social class and the different types of music used to cater to specific guests. Aware of its predominantly family-based, middle-class demographic, Denny’s tends to play more upbeat, slightly-faster tempo music due to their need to turn over tables quicker in order to seat waiting guests. Il Cielo, on the other hand, primarily serves adults and couples who’ve made reservations and expect to spend more money on their meals due to a special occasion or simply a night out; as mentioned before, in this setting the music tends to play slower and allows guests to completely absorb the unique, non-franchise dining experience.
The presence of sound marketing is all around us - this was just a brief overview of its significance in dining establishments.
Work Cited
Hi Shirline! Thanks for bringing your insight on the sound of marketing. Although I have read how many companies use music and sound to set the right atmosphere at restaurants, I did not think of how the beat and the tempo of a particular song can affect the turnover at certain places, like at Denny's. I remember listening a short podcast on the human perception of music in the business environment, which has it different effects from person to person. But this was an interesting thought and something I'd love to learn more about. Thank you!
ReplyDeleteAwesome in depth article! I never thought that companies put so much time in to the music they played, for example the IHOP or Denny's.
ReplyDeleteHey, Shirline! This is super cool, thanks for sharing. I used to work at a retail store where my boss would tell me to put on "the brand soundtrack" when we opened in the morning, and now I see why we couldn't play our own music.
ReplyDeleteHey Shirline,
ReplyDeleteThis was a really interesting blog, as I have never noticed sound marketing. A very subtle, but quite powerful method to influence once's mood and emotions in restaurants and stores. Now that you mentioned it, I cant but help notice that sound marketing is all around us. Great read!
Hey Shirline, this was actually very interesting. I like to think I know about marketing however you just opened my eyes to the this whole new part that I never knew about. Now looking back at it, sound does impact a lot of the experience and it can be easily altered. Thank you for sharing!
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