Why music and exercise go well to improve customer engagement

When you play music during exercise, it’s most probably upbeat in lyrics and tempo.

The psychology behind this is relatively straightforward.

Music lights up areas of your brain that cause you to feel emotions depending on the memories, feelings and new experiences you have with a certain song.

Music has the ability to make you feel the highs of highs and even the lows of lows, which makes it an important, powerful tool for customer engagement.

When it comes to engaging your customers, there are studies that show that engaging through emotion is important because “it drives attention, which in turn drives learning and memory”.

In marketing, this is what we're aiming to do: get attention, teach about the brand, and make it memorable.

In understanding what it is that makes music so good for exercise, you can take away the key elements and apply them to your brand strategy for effective customer engagement.

The below infographic explains how music makes exercising more bearable, and even enjoyable.

So, your best customer engagement strategy looks something like this:

1. Make the first beat matter – Choose something that speaks about your brand, but also about your target audience.
   
   
2. Put an action to the beat – Don’t just play a song, give them an action to complete.
   
   
3. Continue to choose the right beat for your workout depending on the expected outcome.
   
   
4. Measure the effects of the beat on your customer’s engagement levels – If you don’t have a benchmark how would you track your progress?
   
   
5. Mix it up to see what works best – Now that you’ve got a confident brand and confidence from your customers, you can play a little and test, then compare outcomes.
   
   
6. Try all genres – See what speaks best and to who.
   
   
7. Keep the tracks rotating. 

To start this journey, you will need to look at music licensing as well as playlisting tools and technology to integrate music into your workouts.

For example, Lululemon studio has been using Tuned Global's playlisting tool to add music to their digital workout.

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