by Johnny Gailer
The summer is drawing to an end. And, like most people, you probably took some time off to relax, spend time with family and friends, and maybe even take a vacation. And if you didn't, you probably spent the summer daydreaming about taking a vacation.
While business was probably the last thing on your mind, did you realize how the businesses you visited used audio branding to entice you to spend more money during your time off?
One of the most obvious examples of businesses using audio to manipulate your experience are cruise ships. If you've ever been on a cruise, you know that every place on the ship has its own theme: The tropical carefree pool, the fast-paced full-of-hope casino, the fun-filled kid's area, the serenity deck, the wellness spa, etc.
And as you pass through these areas on the way to your next activity, you realize the ambiance is constantly changing - and not just visually. The way you feel begins to change. You start to feel as if you're actually participating in whatever mood and activity is being displayed. What you may not realize is that mental buy-in is largely caused by music.
After you mentally commit to the atmosphere, you will begin to act exactly as the creator of the experience hopes you will. If you sit and watch the people walking through these areas you will see their faces change and the cadence of their walk change as they are impacted by the surrounding music.
And that is when they get you.
In the tropical pool setting, you hear carefree reggae music which gives you permission to let loose and assures you that "every little thing is gonna be alright." Then the drink server walks up and offers you a tropical concoction in a monkey cup carved out of a coconut that costs $15, and if you're able to pass that up you buy a beer for $8.
In the casino, they play fast-paced music at the entrance so you think you can "just play a quick game and get out." You don't realize that once inside the beat actually slows down - that's to make you feel like time is going by slower. The music is also carefully crafted to be upbeat so it soothes the impact of your loss.
In the cafeteria you hear fast, fresh, fun-themed melodies which encourage you to move through the free food faster and on to the activities.
At the art gallery, they play classical music in the background, and not just because it pairs best with the art gallery setting. It's actually because studies have shown you're more likely to buy higher priced luxury items when classical music is played in the background.
So, looking back, do you see how the restaurants, shops, malls, theme parks and resorts you visited used music to direct your actions?
As a business owner, having read this article, you may be wondering: How can I do this in my business?
Just like the music on a cruise ship, background music in your store can impact the following:
- Increase browse times in your showroom
- Move people through your counter faster during peak hours
- Increase employee productivity
- Create a brand image that sets you apart from your competitors
You can also use music as a medium to play short POP commercials inside your showroom or retail area.
If you're interested in exploring how you can use music to grow your business, or if you'd like some statistics on the impact of music in a business setting, give us a call at 888-465-3661 and ask for Johnny. We'd love to help.
