Have you ever noticed that music is always playing in almost every place we go? Whether it’s a restaurant, cafe, clothing store. or even a hair salon The music in each store usually has a different melody. For example, Starbucks likes to play songs that match the atmosphere of the store and are songs that we can’t normally find on the internet. As for Moo Krata restaurants, they like to play sad songs and heartbreak songs. So why do so many places like this? Must turn on music? Can music really increase sales? Let’s follow and see!
What is Music Marketing?
Music Marketing Music Marketing Emotional Marketings
Why can music increase sales?
1. Create an atmosphere
A good atmosphere can help people feel more comfortable and entertained. This affects their spending habits, for example people tend to spend more in places where they feel relaxed and enjoyable. Using music is one way that can help create an atmosphere in various places. It can be a relaxing, fun, exciting or romantic atmosphere.
2. Create feelings
Of course, music can help create different feelings. to people, such as happiness, sadness, excitement, relaxation, for example, when listening to slow music, you will feel sad Listening to fast music will feel fun. And when customers listen to their favorite songs, it helps create a good experience in that store. until making customers feel impressed The Music Work study also found that 31% of consumers said they would return to buy a brand’s products. Repeat because you like the song In addition, the listeners’ emotions while listening to music help drive emotions to be associated with the brand, which affects the purchase of products and services as well.
3. Record memories
Music can help people capture memories. People usually remember the songs they listened to during important moments in their lives, such as the song they listened to when they graduated. The songs they listened to when they went out with their girlfriends, etc. These memories can influence their spending habits. For example, people tend to spend more when they hear songs they have positive feelings about.
4. Increase time spent in the store
Music can help increase people’s time spent in stores. The research found that Stores with slower music tend to cause people to spend more time in the store than stores with faster music. Because slow music makes people feel more relaxed and entertained. Makes them want to spend more time in the store. This affects their opportunity to sell their products or services.
Case studies from businesses using Music Marketing
Starbuck
One of the things that makes people like to buy drinks from Starbuck’s is besides having quality drinks and snacks and excellent service, of course, “music” is another thing that Starbuck places great importance on. Starbuck is rigorously testing what kind of music can help increase sales. By experimenting with playing music in three ways: not playing music, playing music that everyone knows, and playing music that matches the atmosphere of the store. The results show that the songs that everyone It’s true that it makes customers sit in the store longer. But songs that suit the store’s atmosphere increase sales more than Starbucks, so they invest in purchasing the rights. and acquired a record label that included indie artists, causing us to not be able to search for that song because Starbuck didn’t want to play songs that everyone knew, but wanted to play songs that matched the atmosphere of the store to get people involved with the brand. and create a better image.
Little Suki Tee
Many people who have ever been to a popular buffet restaurant like Suki Tee Noi must have felt in tune with the sad songs that are currently popular. To the point that sometimes we secretly wonder why every time we go to this restaurant, they have to play sad music? The reason is because studies have found that listening to popular songs will make them stay in the store for a long time but purchase less products. This may have a negative impact on other types of businesses. But if for an all-you-can-eat buffet restaurant Having customers order less food while paying the same price gives the restaurant an advantage. There is also research from the University of Lincoln that people who listen to sad music can eat less. And when we eat less food, it has a positive effect on the buffet restaurant as well.
Apple
Cr. Medium
Apple is one of the global brands that have embraced music marketing with the “Think Different” campaign launched in 1997 by Steve Jobs. The campaign uses images of historical figures such as Albert Einstein, Mahatma Gandhi, Bob Dylan, Dr. Martin Luther King and John Lennon, along with John Lennon’s song “Imagine,” which talks about a world where everyone is equal and everyone can live their life the way they want, to convey Apple’s idea that even people who others consider strange can make a difference and can change the world for the better. It inspires and encourages everyone to create new things.
How to use Music Marketing strategies successfully?
1. Set goals
The first step before going deeper into the subject of music. Every brand should first determine the goals and objectives of the campaign, what kind of music they want to use in the campaign and why. We need to know the goals first because of various strategies. When using music depends on the goal. For example, if the goal is to create awareness. Make the brand memorable Using songs with brand names in the lyrics may help your brand become more visible than songs that focus on the benefits of products and services. For example, the song “Eat What to Eat” MK can help create a good brand image.
2. Understand the target audience
After setting the goal The next step is to get to know the target group well first: what group of people are they, what age, what gender, and what are their behaviors? What kind of music do you like to listen to? What is your lifestyle like in order to be able to choose the right song and communicate it to the target group exactly to the point? For example, if the target group is teenagers who like to follow social media trends. Choosing songs that are hit on the charts and bringing in artists or influencers to create new music. for the brand may make fans know the brand more
3. The right song
The right song should have content that aligns with the goals and objectives of the campaign. Including conveying the emotions and feelings that the brand wants to convey to the target audience. By hearing music from various stores It will help create friendliness and make it easily accessible to customers. It is considered to connect brands and customers closer together. When customers feel connected to a store, they want to stay in the store for a long time. until finally purchasing goods and services The songs you choose should be short, easy to remember, and unique. Easy to sing or follow
4. Take advantage of social media
Nowadays we can see that trends on social media spread very quickly. Social media is therefore an effective channel for distributing music and campaign content, so we should take full advantage of it. By exploring the channels that have target groups in order to market in the right channels and reach the target groups at the right point.
Summary
Music Marketing is an effective marketing strategy to reach target groups and create awareness for brands, products, or services. It can also help stimulate sales and create a good image for the brand. It can be seen that in this era many brands are using music to market their products and services. So next year, it’s definitely an interesting idea to use music in marketing.
Finished reading, friends. You probably see the importance of using music in marketing for various goals. of the brand For anyone who wants to keep up with marketing trends in 2024 before stepping into the new year, you can read more at
- Digital Marketing Trends 2024: Online marketing trends for 2024 that have been summarized!
- 10 Content Marketing Trend 2024: Content marketing trends in 2024. Must know!
- Take a look at the 10 skills that marketers should have in 2024.
