There’s no denying that music has an incredible effect on advertising sales. With 98% of people across the globe reporting that they listen to music, there is a big opportunity for companies to start building a brand with music.
Music and brand engagement have reputations for engaging customers and increasing ROI to brands over time and with the review of Nielsen’s “Emotions giving a Lift to Advertising” report (2016), it’s evident that ads with the best emotional response generated 23% increase in sales volume.
Below are three key elements that make music combined with brand building more effective in connecting with customers than any other form of content marketing.
Evokes emotion
First and foremost, the main reason behind any brand’s engagement campaign is to evoke an emotion and strike a lasting connection with the customer.
Consumer behaviour over the years has evolved into emotional decisions based on the connection they share with the brands they buy from.
Marketing expert and author, Marc Gobé’s suggests that the emotional aspects of a brand are the key differentiator for the customer when reviewing competitor brands. The easiest, most effective brand engagement and least costly way to stand out to your customer was through music.
Gets people moving/doing
Above all, you wan customers to feel compelled to take action when they encounter your brand. Building brand awareness can be effectively achieved through a combination of music and engaging brand interactions.
A recent ad campaign by Under Armour, called “Rule Yourself”, creates a stir in the online community with a video that challenges customers to act.
The music in this clip hypnotises the viewer with singers repeating numbers (or reps) over and again. Combined with the action of the film, the music plainly instructs the viewer to be the sum of their training.
Of course, the responses were positive and action fuelled:
I earned an award in the Under Armour Rule Yourself Challenge on MapMyFitness. Check out the Challenge. https://t.co/biDPd9D6a6
— DBarton (@Butch81356) October 29, 2015
Anyone can start, the best never stop. Join the Rule Yourself Challenge:http://t.co/Q3H44lAiEq #RuleYourself #IWILL pic.twitter.com/ofvmc2T0Ea
— Frezer Legesse (@Flave_Fraze) October 13, 2015
Build the brand’s voice
Typically, music enhances video, creating a playful environment and a downpour of positive responses online.
There are plenty of ads by Nike that represent the brand’s voice, and the 2016 Nike commercial: “We’re Short a Guy” is no exception. This combination of music and brand engagement draws in customers.
Now for a look at the responses:
Ad of the Day: Nike's 'Short a Guy' Is a Fun, Frenetic, Multi-Sport Masterpiece http://t.co/OCDwmefEPQ @nike #nike #sport #ad #advertising
— Anna Go (@Anna_Go) July 14, 2015
— Simba⚡. (@_therealdel) September 23, 2015
— David Nail (@davidnail) July 14, 2015
A recent study by Digital Strategy Consulting indicated that 73% of people believe that music partnerships improve brand image, while another 70% think that music makes a brand stand out from its competitors. As you can see from the last tweet, this is fairly well understood among customers.
Engaging with customers by introducing music during the brand building process creates a partnership that will transcend much of the content you are producing.
By serenading your target audience, you are building a strong brand-customer relationship and establishing your brand voice, taking you above the rest.
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Photo credits: Adobe Stock
