Almost all commercial establishments play music nowadays. However, in our experience, this is one of the most overlooked marketing tools that companies are not utilizing properly. Most see in-store music as a playlist that is there to serve as background sound. Marketers don’t spend much time thinking what content they should be playing inside their stores. A lot of stores follow the bandwagon approach when choosing their music; whatever’s popular goes (raise your hand if you are guilty of this).
What they are missing out on is a powerful tool that can deliver amazing results if used in the proper way. Are you interested in turning your boring old playlist into a potent marketing weapon? Here are 5 ways to improve your store’s playlist:
1. Create a consistent sound
They say the road to hell is paved with good intentions and we can say the same about some brands’ in-store radio strategy. It’s not uncommon to hear different branches under the same brand play different music. One store could be playing sultry jazz while another would be playing rock and roll. Store managers only want to liven up the atmosphere but each one’s unique taste in music can cause a lack of consistency. It is this lack of a consistent sound across branches that is unknowingly hurting your brand. Branding, after all, is about being a consistent experience for your customers throughout all their interactions with you. So why not be consistent with music as well? Creating a uniform playlist and having each of your stores play the same content is a good start in good brand management.
2. Personalize your content
Having your own in-store radio is a great opportunity to customize and personalize the content you play in your stores. The goal here is to match your sound with how your customers see you. Do your customers see you as adventurous and extreme? Then some high intensity music with energetic advertisements can strengthen this image. Are you more gentle and subdued? Then calm and relaxing music will do the trick. Whatever image you may have or want to project, the content you play in your stores is a very influential tool in bringing this image to life.
3. Add in some promotional campaigns
This one is a great tip if you want to generate more of those last minute sales. Studies have shown that most of a customer’s purchase decisions are made inside the store (Check out this infographic for some insights on in-store purchasing decisions).
This means that by not advertising your products and promotions in-store, you are missing out on a lot of potential sales. One of the best uses of your own in-store radio is by plugging in audio advertisements that promote your products to customers while they shop. In this way, they are more likely to buy since they are already in, what marketers call, a buying mindset.
4. Use it to increase brand awareness
One of the advantages in-store radio has over other in-store media (posters, LED ads, promodizers, etc.) is that it is non-intrusive. Customers can go about their business without being interrupted. Audio is an effective way of getting messages across to customers (often subliminally, through repetition) that does not disrupt their shopping experience. This provides the perfect opportunity to increase your brand awareness among your customers by plugging in branded spiels or a company jingle.
5. Have it done professionally
After reading through this list you may be thinking, “That’s a lot of work to do!” and for stressed out marketing managers this is usually the case. Although you may recognize the importance of having your own in-store radio, you may not have the time or manpower to get it done effectively. That’s where we come in. We have worked with clients who wanted all the benefits of an in-store radio without any of the hassle of producing and maintaining it. Here’s a case study of one of our clients to give you a taste of what we can do for you. If you need help creating the perfect in-store radio program for your store then shoot us an email at firstname.lastname@example.org so we can help you get started.