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.
I know what you’re thinking so let’s get that out of the way first… no we are not talking about THAT kind of POP Radio. We’re talking about Point of Purchase Radio. For those of you unfamiliar with the term, point of purchase radio is simply a pre-selected mix of music and advertisements that is played in establishments to help drive sales and customer satisfaction.
Doesn’t ring a bell? Well it’s more popularly referred to as in-store radio and is particularly being utilized in the retail industry.
Still not getting it? Check out these demos to better familiarize yourself with the concept and come back later.
But for those of you who are already aware of this marketing tactic, let me give you the three reasons it is much better than whatever you have going on in your stores right now.
The Power of Expectations: How marketers can influence customer expectations and increase satisfaction
Imagine yourself on a long drive home for the holidays. After 6 grueling hours on the road, you are hungry, tired, and badly in need of a bathroom break. You finally spot an old, run-down establishment that has obviously seen better days. Since you’re not in a position to be picky, you decide to park your car in its almost empty parking lot. You enter the establishment and see that it looks just as bad inside. The furniture is old and tattered, the air smells of cigarette smoke, and the table cloths are covered with coffee stains.
They say music can soothe the savage beast. Well I’m sure most of you don’t consider your customers as savage beasts, but this saying holds true to them nonetheless.
Here are 3 things you should take note of the next time you play music in your stores:
Let’s face it. Music has become an indispensable part of our lives. We have a playlist for everything- driving, working out at the gym, even for doing laundry. Well it just makes sense that businesses should keep the music playing in each of their establishments, right? The answer to that would be a resounding yes! - BUT only if you know what you’re doing because, like with everything else in life, there is a WRONG way to do it.
Music is one atmospheric factor that differentiates a retail store from its competitors. It is a particularly attractive medium for businesses because it is inexpensive and can be easily changed. It has a predictable drawing power to persons based on their ages and lifestyles. For example, teenagers are usually inclined to rock and pop music, while older professionals may prefer more classical tunes. Knowing these preferences, businesses can then make adjustments to their in-store music so to attract their target market and prolong the time spent within their stores.
In recent years, audio or music brand building seem to have found its combined sweet spot in the marketing world. More and more marketing campaigns in and out the Philippines have integrated music as part of their brand awareness tactics.
No matter what style, genre or structure – there will always be a piece of music that can provide you, your consumers and your business value and experience. David Huron, a professor at School of Music at Ohio State University, wrote in a report that music can contribute to an effective advertisement with six (6) different capacities.