Branded entertainment is the process of combining a brand’s marketing strategy with entertainment, and is also known in the marketing world as "advertainment". This new marketing has been used again and again in movies, to the point where it began to look something like this:
The 2016 Australian Record Industry Association (ARIA) statistics have showed that music streaming services have doubled from $23 million to $46 million, which now gives digital music the main hold of the market share, accounting for 62%. Australia has also seen the revenue for recorded music increase 3.2% globally, according the the International Federation of the Phonographic Industry. This is an impressive climb in supporting artists and the music industry overall. It is no surprise that these 5 companies have used streaming services as part of their brand experience.
Companies like Honda and Dropbox are taking the centre stage in their industries by integrating music into their brand engagement model. By introducing musical elements like playlists and music communities, these companies are gaining Millennial momentum. Music streaming services have logged that “sponsored listening resulted in a 12% lift in brand awareness and a 30% lift in purchase intent for advertisers” (Fast Company).
The effects of music on a brand has been explored widely and applied successfully by companies like Converse, Coca Cola, Marriott Hotel and even Wendy’s. Companies are able to speak to a great number of individuals instantly, and without seeming to be marketing at all, thanks to the power of music. Music has proven to be a beneficial tool for these companies in an effort to increase customer engagement and build their brand.
Creating an engaged audience is made much easier when they are connected emotionally to your brand. By using music in your brand strategy, you are appealing to the emotions, memories and even affecting heartbeat rhythm, all while tying in your brand. It’s a powerful customer engagement strategy that only few companies are beginning to understand the full potential of. It’s no longer about putting a jingle to your radio add, or playing your favourite CD at your brick and mortar.
You don’t need to be a music producer to offer music as a reward to loyal customers. Build your brand engagement by introducing an element of music, whether it’s tickets to the latest gigs or a subscription to music streaming services. It’s not always about running discounts or cash back offers. In fact, consumers are beginning to demand experiences from brands more than ever, according to Momentum Worldwide.
Here are 5 ways to incorporate music in your loyalty program to build brand engagement and give the consumers what they want:
There are several customer retention tactics that brands use to make them more prominent to their customer and to engage them better than their competitors. But what about making them attractive? Here are 4 customer retention tactics, made good-looking with music:
Have you ever caught yourself humming the theme song to a TV show, ad or even just a new song? Plenty of brands have figured this out and are using music in their marketing campaigns for better customer retention solutions.
Making shareable content is more important than ever before.
The most shared video on social media has over 16 million Facebook shares, 6.3K LinkedIn shares, 317.3K tweets, 1.9K pins on Pinterest and 1.6 million Google + shares. What makes it more interesting is that it’s a music video, not a funny cat clip as many would have guessed.
Coca Cola have long been a leading company in selling feelings and experiences, rather than just selling beverages. Their marketing strategy has been strongly tied to music and customer engagement, which has carried the company through two world wars, a depression, a global financial crisis and even an elevation in health awareness. As an international giant, they have a lot to teach the rest of us.