Everyone knows a successful company requires successful marketing. Most would also agree that successful marketing requires some degree of branding. However, for many companies, branding ends with their logos, fonts, and color scheme. That’s about it.
They figure their budgets are better spent on strategies with much clearer ties to actual sales. Unfortunately, this means they overlook one of the best ways to improve their company’s performance with customers: by focusing on audio branding.
5 WAYS AUDIO BRANDING IMPROVES CUSTOMER AND EMPLOYEE EXPERIENCES
To be fair, the term “branding” was beaten into a buzzword years ago. Still, that’s not to say branding strategies deserve to be ignored. One of the best examples is audio branding . There is actually a lot of evidence that proves audio branding can have a legitimate effect on your bottom line in more ways than just the traditional dwell times and increase in return customers. Here are five reasons why.
1. INCREASES PURCHASING
One of our clients is an internationally-recognized retailer with more than 1,280 stores spread across over 35 countries. Sufficed to say, they are not lacking for feedback when it comes to what works and what doesn’t.
Audio is something they’ve learned definitely works. In fact, they told us that any day one of their stores is without music, sales plummet 37%.
Of course, they don’t just play any music. They play songs that support their audio-branding strategy.
This is for good reason. As one study on audio-branding in restaurants showed, “a play list that only includes brand-fit songs increases revenues by 9.1 percent in comparison to selecting music that does not fit the brand.”
How the music is played can have a significant affect on purchasing amounts of different products, too. For example, two different experiments have confirmed that, in bars and restaurants, louder music leads to greater alcohol consumption.
2. AFFECTS TIME SPENT IN YOUR LOCATION
It’s no secret that, the longer customers stay in your location, the more likely they are to buy. Better still, they’re likely to spend more, too. That’s why so many companies treat dwell time as one of their most important metrics for success. As it turns out, one of the easiest ways to not just increase dwell time but bring customers back again (and bring others with them) is with brand-fit music. One study on the effects of music involving interviews with more than 1,000 people and concluded:
“The survey reveals that appreciated music makes almost 4 out of 10 stay longer in a business in a public place. Further, 31% of all people return, 21% recommend the business to others and 14% also say they buy more. In other words, music is very important to businesses!”
Those are big numbers from such a simple change. Just add brand-fit music to your locations and you could increase dwell time and the profits that always follow.
3. CREATES A WELCOMING & RELAXED ENVIRONMENT
Not surprisingly, customers generally stay longer and spend more when they’re relaxed, which is yet another benefit of successful audio-branding. The power of music to trigger relaxation has even been compared to that of medication. After studying the phenomenon, Stanford researchers confirmed this, reporting that, “Listening to music seems to be able to change brain functioning to the same extent as medication, in many circumstances.”
Thus, while there are a number of ways you can help customers feel relaxed and comfortable, music should definitely be among them. As the Stanford researchers pointed out, music is incredibly affordable when you consider its potential. Once you’ve discovered what your audio branding needs to entail, it’s just a matter of playing those songs throughout the day.
With all of that said, a “relaxed” environment may not be what your company wants for its customers. While it may help in a fine-dining setting or at retail stores, as we pointed out earlier, for a bar or social setting, louder brand-fit music is more likely to result in greater purchasing. Again, this is why audio branding is so important. The music that works for one business won’t necessarily work for yours.
4. IMPROVES EMPLOYEE ENGAGEMENT, MORALE, AND PRODUCTIVITY
- 61% use music to make themselves happier and more productive
- 90% perform better when listening to music
- 88% do more accurate work when listening to music
Companies often spend large sums of money and invest in all kinds of initiatives in order to achieve these kinds of results. You could do the same, but it’s probably more cost-effective to start with brand-fit audio first.
5. MAKES YOUR BRAND MORE MEMORABLE
Finally, audio branding will help make your business more memorable. Research into music and advertising shows that “brands that use music that is congruent with their brand image, are 96% more likely to be recalled by consumers than other brands with incongruent music, or even no music at all.” 96% is no small number, but the effect at work actually makes a lot of sense. Don’t some of your favorite songs bring back vivid memories?
Maybe it was the first time you heard them or an especially fun time you had while a certain song was playing.
These experiences happen because the brain made neurological connections between the enjoyable event and another rare experience that happened at the same time: the music that was playing. This connection is so strong that evidence suggests that some people in the late stages of dementia may still recognize music they once liked. Music that suits your brand can make for a much more memorable customer experience, ensuring shoppers have an easier time remembering those positive experiences later on.
AUDIO BRANDING IS NO BUZZWORD
While much of the criticism directed at branding may be well-deserved, that’s clearly not always the case.
As you’ve now seen, audio branding is one of the most cost-effective investments you can make in boosting your employees’ performance and improving the experience you’re able to provide customers. Any time you can do both – much less in such an affordable and simple way – your company’s profit margins are going to benefit.
DOWNLOAD OUR COMPLETE GUIDE TO DESIGNING AUDIO FOR YOUR RESTAURANT.