If someone plays you the jingle of a famous product, would you be able to identify the product? The probable answer is yes. Creating the right sound has helped launched hundreds of businesses over the years. Some jingles stick to us forever. Some even only have a few notes and still we can identify what brand or product that is. Take for example Intel. Its sonic logo only has five notes but everyone who owns a PC knows that it’s an Intel advertisement when they hear those five notes. Through the years, sound has proven to be an effective marketing tool.
Creating the perfect ambiance in your store or restaurant is important to encourage customers to make a sale. For example, if you are in the fast food industry, fast music is best played over the speakers because it makes people eat faster. You don’t want them to linger in your restaurant because you need the space to be able to serve more diners. On the other hand, if your restaurant is fine dining, your music must be slow so that diners can savor their food and will stay until desserts and coffees. This works great if you have an extensive menu that offers several courses. If you serve 5-course meals, your customers will be able to enjoy each course accompanied by soft music.
As for retail shops, slow music is also advised so that people will linger more in your shop, upping your chances of making a sale. Loud, noisy music will definitely turn off potential customers especially if your target market does not cater to this type of music. If you own a tattoo shop then rock music might be compatible but if you own a bridal gown boutique then your music should be relaxing so that the brides can relax and be able to pick out the best dresses for their big day.
Some business owners employ the strategy of sound in a wrong way. They think that the noisier the place, the better. They want to catch people’s attention that’s why they turn the music to full blast. This happens especially during opening day. It’s good to have music playing in the background but don’t turn it to full blast because it can be annoying to some people. If you have an opening party going on, your guests won’t be able to hear each other. You want to be able to hear what people think about your store, your products and services and turning up the music volume guarantees that you don’t hear that feedback.
If you think background sound is where it all starts and ends, think again. What about your choice of furniture and fixtures in your office or store? Remember that some materials are noisier compared to others. Glass and steel look chic and sophisticated but they can also be noisy. For example, an employee places a coffee mug on a steel or glass table. What sound will you hear? Compare that to a wooden table? The sound is muted right? Multiply the sound to the number of employees that you have. Add to that the sound of the printer and other machines and you have a noisy office. A noisy office will make concentrating difficult. You and your staff will lose focus because they keep getting distracted by the noise.
Pay more attention to sound branding to make your customer’s experience a pleasant one, enough to make them remember you when they hear your unique sound branding or enough to make them open their wallets.
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