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).
Nowadays, it has become the norm to have music playing in the background of dining establishments. If you ask most restaurant managers why they play music in their stores they’d probably give you an off-hand comment on how it improves the store’s ambiance. While that is true (see article on Sensory Marketing), in most cases this isn’t executed properly.
We've discussed with a lot of marketing managers their rationale behind the song choice for their store’s playlist. Almost all of them base this on what they feel their customers would like to hear. If they notice that a lot of their patrons are Millenials then you’d have artists such as Ariana Grande, Taylor Swift, and Justin Beiber blasting through the speakers. If they observe a more “masa” crowd in their stores then you’d have OPM artists such as Ogie Alcasid, Sharon Cuneta, and Aiza Seguerra serenading you with the hits of yesterday. If you’re guilty of using the same strategy in crafting your own playlist then what you are about to read next might be immensely valuable.
When a customer purchases a product, most people see this as the end goal. The importance of “the sale” is so highly regarded that the sales guys are usually seen as the rock stars of the company with marketing as the humble sidekick who takes less credit.
As the year winds down, marketers and advertising agencies are probably thinking about the future, specifically, what new strategies they should focus on in 2018 to keep ahead of the competition.
Thinking up the next viral marketing campaign can be a daunting task with so many players in the market. It goes without saying that in today’s crowded market and ad space, brands must aim to be creative in their approach to stand out amongst the clutter. But this article is not about how to make creative ads (although for that, we do recommend reading Contagious: Why Things Catch On by Jonah Berger). This article focuses on where one should distribute a creative ad.
Ah marketing. What started as a simple concept of getting more sales has evolved into a complex discipline that has become fundamental to businesses worldwide. Its importance in today’s highly competitive environment cannot be stressed enough. If you aren’t doing your marketing right, then you will lose to someone who is.