The existence of too-many-to-count choices both in traditional store form and on the internet, coupled with distracting nature of smart phones have brought a customer with a lower attention span and more options/information than ever.We possess 5 senses and in-person marketing experts encourage retailers to engage all of them within the customer during their stay. The key is the marketer must properly match the delivery platform with the product or service being sold. It has to make sense and it has to be consistent.
A historically popular but somewhat dormant strategy involves the use of the PA system as a marketing tool. The most famous precedent for that strategy being K-Mart and their use of the “Blue Light” in conjunction with an imminent but fleeting bargain. It combined a fun element of surprise, with a feeling of being part of something special, while instilling fear with the threat of takeaway if the customer didn’t act immediately.
Fast forward to today. Anyone who has shopped for groceries or clothes knows that background music seems to not only fit the mood but effectively creates a relaxed care-free feel within them. This is no accident.
A quick Google search reveals many companies devoted to the science of using in-store music and microphone announcements as a marketing tool.
Here are four tips to remember when planning in-store music as part of your marketing mix.
- Make sure that whatever music you choose that it is utilizing the best sound system your money will buy. Meaning, you want to have clear pleasant acoustics and a feeling that music is everywhere but not intrusive. You want it to feel like a relaxing cocktail party with close friends. This concept of “old shoe” familiarity is especially important in chain stores.
- The music should be consistent in style from day to day so that it creates a familiarity for the customer
- Don’t discount the effectiveness of audio reminders about specific products or offers. Ask for the sale without shame. There is no pretense about the relationship and what it is based on. They are there shopping, ask them to buy. Studies point to the fact that with groceries, a majority of buyers do not enter the store with any plan better than a general list. Many don’t even have that. Other studies pertaining to larger item buyers show that that a majority of those buyers enter into a buying environment without a definite brand in mind and at best only a general idea of preferred features.
- Don’t ignore the principles that work best in other forms of advertising outside the store. Make sure you are sharing value and building relationships in your audio campaigns by sharing deep discounts, free offers, coupon alerts and even totally non-sales related messages.
Based in Memphis, EarGlue offers messaging on hold & in-store music and messaging for all types of companies nationwide. EarGlue enhances your marketing efforts by providing your customers with a customized on-hold and in-store experience with informative, entertaining, and attentive productions. EarGlue’s customized productions reaffirm your marketing message at the point of purchase, an invaluable tool in customer interaction and retention.