Audio marketing: The emotional power of music in the workplace’consumer’s mind
It is very likely that music predates speech in the human mind’history of the’human evolution. What’s clear is that it’s a’is that our brain reacts to any exposure to this substance. Some of the effects of music have been known for millennia, from its use in some cultures as a vehicle to enter into a trance to’The well-known saying that it “loves the beasts.
Recent findings in neuroscience have revealed that music simultaneously stimulates several regions of the brain, particularly the one in charge of emotions. Neuroscience applied to marketing, the neuromarketing, Some of the most recent studies have shown and confirmed some surprising effects of audio marketing, which we could define as the “emotional power of music”’The use of these techniques goes beyond the use of sound or music to condition consumer behavior. In most marketing techniques, what is sought after is the ability to create a buzz’is that they help sell a product or brand.
As we will see, in some cases, the “happy hormone” is the most important hormone’The use of these techniques goes beyond the limits of the use of sound or music to create a sense of well-being’ethics.
According to Martin Lindstrom, in his latest book “Así se manipula al consumidor”, in a study by Peter Hepper of the University of California, Berkeley, the gamblers are able to play without making a purchase’Queen’s University’In Belfast, it was found that babies between two and four days old were relieved of the burden of care’s main theme’a TV series that their mothers had seen during pregnancy. One might think of the relaxing effects of music, but they did not show the same behavior with other music’other musical themes.
Music induces emotional states
We all have songs or music that put us in a good mood, relax us or make us sad. The managers of some chain stores and shopping malls know this of course.
At an Asian shopping mall chain, they designed a series of new products that allow people to make money and withdraw winnings in a safe and secure environment’actions aimed at pregnant women, which they had seen during their pregnancy’They considered it an interesting client profile because of the large number of women who were not in the center’the purchases that motherhood represents. In addition to sprinkling talcum powder on the areas of the brain that are most affected by music’As a baby item, an olfactory marketing technique, they have programmed relaxing music into the device as soon as it is used’when these women were girls. They were trying to awaken positive memories of their childhood.
In addition to the’While the sales of the product increased, there was another “side effect” that no one was aware of’wait for. A year after these actions began, many mothers came to the mall to tell them that their babies relaxed and calmed down when they entered the mall, not the others.
The toddlers were able to reproduce the pleasant sensations of hearing the main theme of a song’they had in their mother’s womb, thanks to the music and the’s smell, which they had received, combined with the’they had received, combined with their mother’s more relaxed heartbeat.
Music increases the production of “the’joy hormone”.
Music stimulates several areas of the brain. When this music relaxes us or makes us feel better’When we love, our body increases the production of’It is very likely that music predates speech in the brain, and that it is a hormone that increases joy and eliminates pain, producing a feeling of joy and happiness. Obviously, this state makes it easier for us to be willing to take the time to learn’buy. C’is the’One of the reasons for the’s use of the’Audio Marketing in the trade.
The rhythm of the music drives your business
Our hearts tend to be attuned to the rhythm of music, especially the lower tones. In pop and rock music, these sounds are usually those of the bass drum. C’This is why slow music relaxes us and makes us take things more calmly.
This is used by sales managers because it is the most important time to listen to music’they know that the longer you stay in the store, the more opportunities you have to shop’buy. However, in times of crisis, it’s not always easy’The reason for this is that the music, like the other music, is not only for your own benefit, but also for the benefit of your customers’when purchasing (restaurants, fast food), use faster rhythms so that customers “move” or even chew faster.
The music ensures the’privacy
L’However, one of the most common uses of music in retail is to get customers to feel more comfortable’to ensure a certain intimacy. L’The objective is that the customer can talk or comment without being heard by other customers or by the salespeople themselves. It also provides an environment that helps to “break the ice” and facilitates the’action.
It has the’air important too.
In some Nike stores in the U.S., the sounds of bouncing basketballs and’other sounds related to the practice of this sport are used as atmospheric elements.
Some supermarkets tested, for example, fish sections to, instead of disguising the’It is not a coincidence that the smell of fish, combined with the scent of fish, is the most important factor’and the sounds of the sea and the seagulls, transforming the’purchase in this section, previously unpleasant, into an experience that transports you to a small fishing port on the French coast.
Music takes you on a journey
According to an experiment conducted by researchers at the’University of Leicester in the wine department of’in a large supermarket, 77% of consumers bought French wine the day they used French music as background music. Interestingly, sales were also concentrated on German wines on the day when the background music was German.
Music attracts your tribe.
In these “niche” stores, it’s the only way to make them feel comfortable’i.e. for very specific customer profiles, also called “tribes” in marketing jargon, music acts as a distinctive element and even as an attraction for the outside world.
The quality of the music can make you thoughtless.
I’m sure this has happened to you before: you’re in the car listening to music’You listen to your favorite music at high volume, and when you have to pull over, you instinctively turn down the volume. This is not’s not a coincidence, it’The reason for this is that music, or any loud noise and/or high volume, hinders the ability to concentrate and, consequently, the ability to make decisions rationally.
So the next time you’re in a commercial environment and the volume or quality of the sound bothers you, they may try to entice you to make a rash purchase.
Music as a deterrent
You have probably already been horrified or n’never been able to enter a store whose music volume seemed too loud and whose music style was uncomfortable for you. This’is not flippant. This type of’The atmosphere is designed for customers who usually listen to this type of music and at this volume, usually in discos and pubs.
This setting is designed to make customers, usually teenagers, feel at home’The music can be used to create an atmosphere of comfort and, at the same time, to make their parents prefer to wait in the street or not to go there at all. In the’In other words, this atmosphere throws the parents to the street.
Timing is everything
L’This customer orientation is fundamental in audio marketing. Therefore, the right settings take into account the’s mood and differentiate, for example, a Monday of’On a Saturday, a spring day, you can hear the music’a day of’autumn, three o’clock in the morning’These companies have music and marketing experts who make daily selections for their stores and take into account many of the aspects discussed in the eight o’clock afternoon, or the Christmas Valentine’s Day, programming specific music for each day, taking these moods as a starting point and trying to improve them.
Audio marketing is much more than’a simple musical thread
Hilo Musical continues to’exist although’with more possibilities. However, large companies, such as Inditex, have specialists in their marketing departments who deal with the’It is more convenient on mobile, whether on the creator or consumer side’Audio branding is another element of the marketing strategy’brand identity.
These companies have music and marketing experts who make daily selections for their stores and take into account many of the aspects discussed in the’article. Even, in some cases, these systems are adaptable in each local, depending on specific situations such as the level of wealth or other.
With the incredible growth of the possibilities of technology, we will see this important part of sensorial marketing evolve and grow’extend much more, so that audio marketing will surely have a lot to say in the years to come.