How to Sell background music for presentation to a Skeptic
Ever discovered yourself humming a jingle persistently? Or getting unusually emotional over a certain song on the radio? Or remembering every line to a teen anthem you have not heard in decades?
Music subconsciously affects our mood, energy levels, memory recall and even behaviour. It can heighten our sense of connection to individuals, experiences and areas-- even organizations.
It's this effect that researches have been determining for the previous twenty years. The bulk of research shows a clear connection between soundtrack and a service' efficiency. And yet, music stays one of the most underused tools for business success.
Here at Ambie, we're identified to assist entrepreneur comprehend the genuine value of music for their brand. That's why we've sifted through the mountains of research to set out the realities directly.
Now, whether you're an Ops Director or self-appointed shop DJ, you can fully understand-- and capitalise-- on music in your company. Restaurant background music
Background music can affect how a client feels, believes and even invests in your place
How background music effects your customer experience Very first impressions are lasting impressions.
In his well-known TED talk, Daniel Kahenman (the Nobel-winning rockstar of behavioural psychology) discusses how it just takes one unfavorable occasion to mess up an individual's perception of an entire experience. (We dig into this more in our Why music matters post).
Kahenman's words are powerful motivation for services to guarantee every interaction with customers is a positive one. From the minute a consumer strolls through the door, to the minute they leave-- every step of the customer journey should add value. Music is important to this process. 81% of consumers state that service background music raises their state of mind, while 71% state it develops a much better environment in general. From the minute a consumer strolls through the door, to the minute they leave-- each action of the customer journey should add value. And when customers feel good in a space-- they act different within it. Did you know that simply playing music that consumers delight in makes them 24% more likely to buy a product?
It's no wonder why 84% of organisations who focus on improving client experience report increased income. How is your service background music developing a favorable client experience?
Service background music and the client experience QUICK FACTS: How music effects client experience (Source: BrandChannel, MarketingCharts and PPL. Hyperlinks in text to complete reports).
How service background music develops your brand identity It's a difficult market. E-commerce is ever rising, the High Street ever crowding. Companies are searching for new ways to enhance their brand in order to stand apart. And customer experience has become critical.
In 2013 a Walker Information study predicted that by 2020 customer experience would trump price and item as the crucial differentiator in between brand names. We're now seeing that truth.
Music is a direct and economical method of developing mood and structure rapport with your target audience. Typically when we consider the parts that develop a brand name, or client experience, we consider the visual aspects-- signage, decor, logos and so on. We forget the essential function of noise in developing identity too. However according to Brand Channel, 96% of brands who use music that fit their identity are more likely to be recalled by customers. This makes music a direct and cost-efficient method of setting the tone of your brand name and structure connection with your target market.
On top of this, a HUI Research experiment concluded that simply playing brand-matched music over a generic mix of songs might see sales boost by 9%. (Which we unload more in this How background music can improve your company post). How does your sound identity help you stand out from rivals? music and branding.
QUICKLY REALITIES: How music affects your brand (Source: BrandChannel, Sounds Like Branding and HUI Research. Links in text to complete reports) How background music cultivates client loyalty.
Did you know that acquiring a new consumer expenses around 6X more than keeping an existing one? And you're 50% more most likely to make a sale to that existing client. So a 'sticky' customer base can be an easy way of keeping sales volume. But securing the continuous the trust of these consumers needs more effort. The best soundtrack can 'speak the language' of your customer base; resonating with their values, tastes and goals. Music can be a significant layer of this technique. The best soundtrack can 'speak the language' of your customer base; resonating with their values, tastes and goals. It can increase an individual's sense of coming from a brand, plus their likelihood of returning. In reality, a research study from Music Functions found that 31% of consumers stated they read more would go back to a service if the music was right. 21% said they would also advise that organization. This discusses why over two thirds of company owner claim that music motivates repeat service.
It's not all about loyalty cards. Music makes your perfect consumers feel invited when they enter, understood as soon as within, and so most likely to return when they leave.
Does your music match the taste and worths of your consumers and customers?
FAST FACTS: How music effects customer loyalty (Source: Music Functions. Hyperlinks in text to full reports).
How business background music increases sales profits Your company background music brings many intangible advantages-- increased brand name awareness, client experience, loyalty. However when it pertains to the lifeblood of your business-- sales-- exists a quantifiable difference?
You bet. In a landmark Milliman research study, he showed how playing slower music decreased the speed at which customers moved through a shop. However the most interesting eliminate? He likewise tape-recorded this change in consumer behaviour resulted in as 38% sales increase. (If you're curious, we check out the Milliman study in our Matching music to your trade patterns blog piece).
Millian was among the very first to connect music to consumer behaviour, however he was not the last:.
Cain-Smith and Curnow demonstrated how music volume could impact traffic through a shopping centre. Caldwell and Hibbert connected a sluggish tempo to increased dwell-time and drink purchases.
Knöferle exposed how small musical keys might drive extra spend in some contexts.
HUI Research study discovered that brand-matched music in the food and beverage sector could improve sales by 9%. A Texan study found particular genres could activate more costly purchasing choices.
( And if you're a numbers individual, we cover more in our How background music can boost organization post).
Phew! The numbers are as illuminating ... and frustrating. But if you're scratching your head over whether Tchaikovsky or Beyonce will create more sales, keep the words of Milliman himself in mind:.