Do you love the upbeat catchy tunes treating your ears while you shop or eat out? However, what you don’t know is that behind the curtains of your mind, the music is deliberately and slowly working its magic and being used to get you to spend more money, slow you down, or speed you up. Music is known to affect our moods, increase physiological arousal, self-regulate our emotions, and even to affect us physically by escalating or alleviating our heart rates. Brands have caught on fast and have made ingenious music choices to orchestrate our purchase decisions. This foray into multi-tier branding augments customer experience and fosters meaningful connection with the customers.
When used in branding, sound has the potential to influence interpretations and brand experiences, and evoke feelings and emotions. In fact, the sense of hearing is the second most leveraged variable within the advertising and marketing realm. A message paired with the right music can make it stick in the minds of the consumers and leads to more meaningful brand connections. Especially at the point of purchase, background music is an effectual way to impact customer behavior.
When used the right way, music can foster a mood that encourages consumers to spend more. For instance, restaurants that play slow and soft music are better able to make patrons spend considerably more money and time than their counterparts playing fast paced, high volume tunes. Millennial stores on the other hand, play louder music to appeal to a younger clientele and keep the bossy parents out, who could put a full stop to impulse purchases!
When it comes to branding, different brands have diverse musical strategies. Here’s what your favorite brands sound like:
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