NBC, McDonald’s, Netflix, and State Farm all have a sound. Did you just sing it? Host Jeanna Isham of Dreamr Productions and Sound In Marketing Learning explores how far brands are willing to go to make their companies and products memorable and profitable through sound strategy. Let’s talk about it. Subscribe to the Sound In Marketing monthly newsletter today. http://eepurl.com/gDxl6b Let’s make this world of sound more intriguing, more unique, and more and more on brand.
Episodes
Tuesday Oct 29, 2019
Tuesday Oct 29, 2019
In this episode, I discussed:
- Vibroacoustic therapy, a non pharmacological non invasive therapy that has a proven track record of a massive reduction of symptoms in patients suffering from cancer, heart, lung, and blood disorders, infectious diseases, mood disorders, and miscellaneous conditions.
- Sound vibrations can actually contribute to an experience of relaxation and pain management. 40-80Hz is considered the most “therapeutic” frequency range.
- Understanding the power of sound vibrations can help marketers curate the type of music and sounds they incorporate into the brand that they manage.
- “Alarm fatigue” in hospitals have created a massive push for a more cultivated sound design to equipment and infrastructure of hospitals. Along with the Affordable Health Care Act turning hospitals into a “sell”, the future of sound in healthcare is very exciting.
- Sound agencies such as Man Made Music, HealthTunes and Sen Sound are 100% on board are doing a lot to reveal new and exciting opportunities for the improvement of sound in healing.
- If sound can be attributed to the healing process of cancer patients, it most certainly has the power to affect our audience in a favorable way.
For the full article on this episode, click here.
The mission of the Sound In Marketing podcast is to peak your interest, or possibly even blow your mind. Let’s think outside the box at what is hovering all around us; sound. It’s powerful, it’s engaging, it’s us.
This podcast was produced by Dreamr Productions and hosted, written, and edited by me, Jeanna Isham. A big thank you to www.freesound.org for the sound effects for this episode.
For inquiries on producing and developing your own podcast or for inquiries on sonic branding and sonic branding consultations availabilities, you can find me at www.dreamrproductions.com or email me at jeanna@dreamrproductions.com. You can also connect with me on LinkedIn, or follow me on Facebook.
Let’s make this world of sound more intriguing, more unique, and more and more on brand.
Tuesday Oct 22, 2019
Tuesday Oct 22, 2019
In this episode, I discussed a number of different topics including:
- The progression of voice technology in smart speaker “skills” as well as the consumers’ interest.
- The March 2019 Smart Speaker Consumer Report from Voicebot.ai
- The 2019 State of Voice Assistants as a Marketing Channel report.
- Food industry and their lead into utilizing voice tech at present.
- Where and how people are voice shopping.
- Adobe Digital Insights (ADI) survey.
- The opportunity and advantages of experimenting now will pay out in the future.
For a free month of Stitcher Premium, enter promo code SOUNDINMARKETING for your one month free trial of Stitcher Premium. The link and promo code will be listed in the show notes of this episode.
If you need help in developing what your Sound In Marketing landscape may look like, don’t hesitate to reach out and let’s brainstorm together. You can find me at www.dreamrproductions.com or email me at jeanna@dreamrproductions.com. You can also connect with me on LinkedIn, or Facebook.
Let’s make this world of sound more intriguing, more unique, and more and more on brand.
Tuesday Oct 15, 2019
Tuesday Oct 15, 2019
In this episode of Sound In Marketing, Scott and I discussed:
- Veritonic, an audio effectiveness and measurement platform.
- How Veritonic gains attention and clientele.
- Convincing the world that what the consumer “hears” matters.
- Adopting new ways of thinking in the marketing world is not an easy feat.
- Audio as an afterthought on a sound first platform is a recipe for disaster.
- New technology gives us the ability to course-correct in real time with incredibly specific and detailed predictive data.
For the full breakdown blog of these episodes, go to the blog.
Veritonic also just announced the launch of their new Predictive Veritonic Audio Score.
Built on machine listening and learning (M-LAL), the new technology generates an instant, comprehensive score for marketers and others to understand how their audio creative stacks up to others like it and make fast, informed decisions as a result.
Click here for more details and read their article in Advertising Week on the subject.
I hope you enjoyed today's episode of Sound In Marketing. Don’t forget to follow and subscribe on iTunes, Spotify, Google Play, iHeart Radio, and Stitcher.
For a free month of Stitcher Premium, go to stitcher.com/premium and enter promo code SOUNDINMARKETING at checkout.
To get ahold of Scott, you can email him at Scott@veritonic.com or visit the Veritonic website at www.veritonic.com.
To get ahold of me, you can find me at Dreamr Productions. That’s www.dreamrproductions.com , Linkedin and Facebook. You can also email me at jeanna@dreamrproductions.com. I’d be happy to chat about any and all sound in marketing questions so don’t hesitate to reach out.
Let’s make this world of sound more intriguing, more unique, and more and more on brand.
Tuesday Oct 08, 2019
Tuesday Oct 08, 2019
In this episode of Sound In Marketing, Scott and I discussed:
- Veritonic, an audio effectiveness and measurement platform.
- How Veritonic gains attention and clientele.
- Convincing the world that what the consumer “hears” matters.
- Adopting new ways of thinking in the marketing world is not an easy feat.
- Audio as an afterthought on a sound first platform is a recipe for disaster.
- New technology gives us the ability to course-correct in real time with incredibly specific and detailed predictive data.
For the full breakdown blog of these episodes, go to the blog.
Veritonic also just announced the launch of their new Predictive Veritonic Audio Score.
Built on machine listening and learning (M-LAL), the new technology generates an instant, comprehensive score for marketers and others to understand how their audio creative stacks up to others like it and make fast, informed decisions as a result.
Click here for more details and read their article in Advertising Week on the subject.
I hope you enjoyed today's episode of Sound In Marketing. Don’t forget to follow and subscribe on iTunes, Spotify, Google Play, iHeart Radio, and Stitcher.
For a free month of Stitcher Premium, go to stitcher.com/premium and enter promo code SOUNDINMARKETING at checkout.
To get ahold of Scott, you can email him at Scott@veritonic.com or visit the Veritonic website at www.veritonic.com.
To get ahold of me, you can find me at Dreamr Productions. That’s www.dreamrproductions.com , Linkedin and Facebook. You can also email me at jeanna@dreamrproductions.com. I’d be happy to chat about any and all sound in marketing questions so don’t hesitate to reach out.
Let’s make this world of sound more intriguing, more unique, and more and more on brand.
Monday Sep 30, 2019
Monday Sep 30, 2019
Thanks for joining me on the Sound In Marketing podcast for part two of my interview with Matty Staudt, former VP of Podcast Programming at iHeartRadio and current CEO and founder of Jam Street Media a podcast production company for brands.
My name is Jeanna Isham and I’m Head of Audio at Dreamr Productions and Stage Ham Entertainment.
Matty predicts, and I tend to agree that we are in a reboot of the 2001 .com and apps era. The buzz is hot, the advertising dollar spend is high, and so everyone is jumping on the bandwagon. But that doesn't necessarily mean they will succeed. Those without a true plan will experience "pod fade". They'll realize it's an actual job and drop off. Those that are tried and true will have a great ROI.
So when it is time to start a podcast for your brand, put some thought into it before launching. “No one is ever good at it right away.” Matty stated. With any craft or new project, it takes trial and error. And until you try, you just don’t know what will come out of it.
Matty has 3 E’s that he carefully considers when starting any new podcast. Empathy; a good podcast creates an empathetic experience. Education; is there an educational factor that goes along with the podcast? People want to learn. They are interested in the world. And lastly, is it entertaining? Is it good?
But it's not all about the end product. In order to be successful a brand must actually market the product. They can't just sit on their hands and wait for their audience to come to them. And don't forget networking and connections. The space is still friendly and people are helpful. Take advantage of this opportunity (in a good way) and see how you can help others succeed and they will most likely reciprocate.
We are living in a screenless society. What does that mean? It means that we have become so busy that we don’t have time to look down at our phone screens let alone a computer screen. So existing in the audio world for a brand or a company is essential.
I hope you enjoyed today's episode of Sound In Marketing. Don’t forget to follow and subscribe on iTunes, Spotify, Google Play, iHeart Radio, and Stitcher.
And don’t forget about your one month free trial of Stitcher Premium. Just enter promo code SOUNDINMARKETING at checkout.
To get ahold of Matty, you can find him on Linkedin and Twitter and for more information on his company go to Jam Street Media.
To get ahold of me, you can find me at Dreamr Productions. That’s www.dreamrproductions.com , Linkedin and Facebook. You can also email me at jeanna@dreamrproductions.com
Let’s make this world of sound more intriguing, more unique, and more on brand.
In these episodes, Matty and I discussed a number of different topics which included:
- What makes a good podcast
- How to decide the definition of your podcast’s ROI
- Is a podcast for everyone?
- The three E’s
- Advertising in the podcast space
Tuesday Sep 24, 2019
Tuesday Sep 24, 2019
Today I’m joined by Matty Staudt former Vice President of Podcast Programming at iHeartRadio. Just recently, he took his passion for podcasting full time devoting his full efforts to his company Jam Street Media a podcast production company for brands.
Matty is not new to the world of audio. At age 16, he started in broadcast at his hometown radio station then off to CBS Radio to produce the G Gordon LIddy Show in DC, The Sports Guys at WNEW NYC and Alice Radio and Live 105 as the AM Executive Producer in San Francisco. In 2007, he left traditional radio, and became Stitcher’s first Director of Content.
I am really glad that he’s joining me today. Matty has a wealth of knowledge on what a podcast can look like for a brand, why a podcast is relevant to a brand, and how a brand can go about finding their podcast story. Not to mention he helped start Stitcher. I feel that gives him more than a little bit of an authority on this.
And while we’re on the subject of Stitcher. If you’re interested in a one month free trial of Stitcher Premium, head on over to Stitcher.com/premium and use promo code SOUNDINMARKETING today. It’s a great platform and free...is free. So check it out. I’m planning on signing up too so I’ll let you know what I think.
So sit back and enjoy. Yet again, too much good stuff for one episode so here is Part One of My Interview with Matty Staudt on the Sound In Marketing Podcast. My name is Jeanna Isham and I’m Head of Audio at Dreamr Productions and Stage Ham Entertainment.
Emerging audio and sound technologies are new to us all. None of us have it figured it out because it is in constant flux. This is a new age, a new empire. Now is the time to experiment, research, and dig a little deeper. Pay attention to the things that are just barely surfacing and look closer to see what hasn’t surfaced yet. Be inquisitive, be curious, ask questions. The only way any of us will be able to get ahead in this is if we work together and share clues. We all bring different things to the table so don’t see your peers as threats, see them as reinforcement.
I hope you enjoyed today's episode of Sound In Marketing. Don’t forget to follow and subscribe on iTunes, Spotify, Google Play, iHeart Radio, and Stitcher.
And don’t forget to enter promo code SOUNDINMARKETING for your one month free trial of Stitcher Premium. The link and promo code will be listed in the show notes of this episode.
To get ahold of Matty, you can find him on Linkedin and Twitter. For more information on his company go to Jam Street Media.
To get ahold of me, you can find me at Dreamr Productions. That’s www.dreamrproductions.com , Linkedin and Facebook. You can also email me at jeanna@dreamrproductions.com
Let’s make this world of sound more intriguing, more unique, and more on brand.
Wednesday Sep 18, 2019
Wednesday Sep 18, 2019
Thanks so much for tuning in for Part 2 of my interview with Patrick Givens VP and Head of VaynerSmart, VaynerMedia's Innovations & Emerging Technologies division.
We pick up in Part two discussing the ethics of AI in these emerging technologies.
Patrick and I discussed the importance of being mindful of a brand’s safety when it comes to using these emerging technologies; calculating the risks and the investment expectations up front to investigate the best practices and paths at present while planning for the future.
It is our responsibility to be aware of what is happening ahead of the rules and regulations that have not yet been set in place. AI ethics are hugely important right now but completely optional. Non-disclosures of synthetic audio manipulation should not be taken lightly. Audio manipulation is not currently monitored and so it is our responsibility to do our due diligence as sound strategists despite the fact that it isn’t “necessary”.
For planning sound strategy, VaynerSmart and VaynerMedia prefers to approach their projects with clients with a low initial investment to find efficient ways to expose and evaluate performance and to streamline channel planning. Proxy testing and pre market testing creative ideas can be a huge time and financial investment. Vayner tends to go lower scale at first to test out ideas, get to know their client and their ultimate objectives for a sound identity and audio incorporation to create the right sound landscape (as well as the right financial investment) for that specific client.
All brands and companies are going to make a bunch of noise. Are they creating them thoughtfully? If the objective and strategy is clear then go. However, maybe the initial objective is just to experiment and play with some options.
Find the brands’ core identity. Be clear on what it’s trying to achieve. Then create a plan that allows dynamic reach with a compass put in place.
Patrick also listed some examples of personal favorites of great sound advertising. One was from an Under Armor campaign called “Click Clack”. The other was a project where VaynerSmart worked alongside NPR and created an interactive version of the Wait, Wait Don’t Tell Me Show for Alexa and Google Assistant Smart Speakers.
To reach Patrick Givens, you can contact him through the VaynerSmart Website or through Linkedin.
You can find me at www.dreamrproductions.com, Linkedin, FaceBook or you can email me at jeanna@dreamrproductions.com
Don’t forget to subscribe, follow, add to your library, and share with a friend.
Let’s make this world of Sound more intriguing, more unique, and more on brand.
Patrick and I discussed a number of things in Part 1 and 2 that included:
- What are the next set of important channels of media to keep our eyes on for ourselves as well as clients?
- Responsible AI ethics
- Finding compelling and innovative ways to introduce sound marketing to a client with a relatively low initial investment
- Evangelizing and educating for future sound identities
- The risks of innovation
- Exploring a client or brands core identity
- Experimenting to find the sound identity within
Tuesday Sep 10, 2019
Tuesday Sep 10, 2019
Sounds are being made whether we realize it or not. It’s not a question of creating sounds, it’s about being mindful of the sounds that we create. Is our sound sincere or is it just a happy (or sad) accident?
Patrick Givens, Vice President and Head of VaynerSmart, and I discussed all things sound marketing in this latest episode of Sound In Marketing. There was so much good information, I decided to split the interview into 2 parts. This is Part 1 of my interview with Patrick Givens.
In this current world of a “screenless society”, increased digital audio engagement is occurring with a secondary attention to the actual sounds created. Even at Cannes this year, Patrick witnessed that the focus is still more on traditional broadcast and print focused marketing. This is largely a result of the categories that are lacking, requirements and expense of submissions along with a more traditional based judging process.
As a result, Patrick observed some great thinking and strategy but not the most innovative channel planning. There was some creative thinking and compelling strategy but a lack of representation largely due to the reasons I stated above.
Our willingness to experiment is crucial in this time of innovation and evolution. We need to harness these creative opportunities and come up with compelling strategy. This can be achieved with a smaller initial investment while contemplating the risk ahead of time to avoid problems way down the road when AI ethics are more clearly defined.
Now is the time to build a relationship between brand and sound strategist; to understand operational context, analyze user and customer desire, learn what the brand’s core identity and objectives are, and keep an eye on the reality of where the brand stands in the audio space at present day as well as the future.
Tune in next Wednesday September 18th for Part 2 of my interview with Patrick. Don’t forget to subscribe, follow, add to your library, and share with a friend.
To reach Patrick Givens, you can contact him through the VaynerSmart Website or through Linkedin.
You can find me at www.dreamrproductions.com, Linkedin, FaceBook or you can email me at jeanna@dreamrproductions.com
Let’s make this world of Sound more intriguing, more unique, and more and more on brand.
Patrick and I discussed a number of things in Part 1 and 2 that included:
- What are the next set of important channels of media to keep our eyes on for ourselves as well as clients?
- Responsible AI ethics
- Finding compelling and innovative ways to introduce sound marketing to a client with a relatively low initial investment
- Evangelizing and educating for future sound identities
- The risks of innovation
- Exploring a client or brands core identity
- Experimenting to find the sound identity within
Wednesday Aug 28, 2019
Wednesday Aug 28, 2019
When you hear a sound or a song, your mind creates a visual representation. You hear a car honk, you visualize a car; maybe even a scenario of an angry motorist stuck in traffic honking at the guy in front of him. You hear a baby cry in a crowd. You may not see the baby but you’re picturing one. You hear a song from your past and it brings you back to a specific time and place.
Your brain processes sound by creating images. So it only makes sense that sound is visual.
Sound is more than just pretty music or distracting sounds. It has helped shape our history and development and continues to do so. It is the precursor to language. It is powerful. If it has this much hold on us, why shouldn’t we be incorporating it in everything about us.
You can share an experience with someone who is nothing like you, lives in a completely different place, speaks a completely different language, thinks differently and looks differently. Even with all of these factors at play, you can still share in and bond over something you have in common; sound.
Sound connects us. Sound shapes us. Sound is everywhere and in everything. Even the deaf who can’t audibly hear sound can feel it. I’ve said it before but I’ll say it again. Sound is powerful. So let’s utilize that power and tell our story through a medium that has not yet been fully realized.
Let’s experiment. Now’s the time to play with this concept. Look around you. Listen...really listen. What does your world sound like? And when you discover what it sounds like, share it. I guarantee that someone will be listening.
Don’t forget to subscribe, follow, add to your library, and share with a friend. And I’d love to hear your thoughts on sound in marketing topics that you’re interested in. Have you read an interesting article lately, do you have questions, do you have a really off ball event that you heard about that you want to send my way? Please share! You can find me at www.dreamrproductions.com, Linkedin, FaceBook or you can email me at jeanna@dreamrproductions.com
I want this podcast to be a collaborative event. I want it to be of benefit to us all so stop by and say hi. Let’s make this world of Sound more intriguing, more unique, and more and more on brand.
For the full transcribed blog click here.
Wednesday Aug 21, 2019
Wednesday Aug 21, 2019
Today’s episode is about….
Voice Technology. How the world is using it, seeing it, and what we expect from it already.
To read the full transcript- go to Episode 9 Blog Transcript at Dreamr Productions
This podcast is here to educate on the power of sound, the possibilities of sound and the accessibility of sound in marketing to all brands both big and small.
My name is Jeanna and I’m Head of Audio at Dreamr Productions and Stage Ham Entertainment. I create sound identities for companies, brands, individuals, and events.
According to the latest smart audio report from NPR and Edison Research, smart speakers in the US between 2017 and 2018 increased by 78% from 66.7 million to 118.5 million. Although the article, and actually quite a few of the articles I read, notate that the increase on buying smart speakers has started to decline, the popularity and notoriety of voice compatibility in consumer products is increasing. Originally voice compatible products and services was presented to offer something “different” and “cutting edge” but as voice assistants’ popularity has grown, it’s now something that we just expect to be able to access.
Most marketers have not figured out how to best utilize smart speakers and voice technology. Now's the time to experiment and learn and grow in this niche marketing industry. I believe that the real focus for marketers shouldn’t be in the speakers itself but how to best utilize the tech associated with them for their brands’ gain. People still see it as something shiny and new, as do marketers. The head scratching on next steps is still happening. Let’s get in on this on the ground floor!
I had been encouraging you to take the “Alexa Challenge” as I was calling it. I wanted you to buy an Echo Dot to do some R&D on it. I chose the Dot because it was, in my opinion, the lowest price point to get in on understanding Alexa technology as well as experiment on it with how your brand could be a part of that sound universe. I have no idea if you’ve done it yet but I bought mine during the Amazon Day Prime sales. What I’ve found so far has been highly intriguing.
First off, I put it in our living room and my family adopted it pretty quickly. Especially my 4 year old daughter. She asks Alexa things like “Alexa, can we have a play-date?” Obviously, Alexa does not understand her yet, but it’s pretty entertaining to listen to her responses. Although she asks silly questions a lot, she also just intuitively picked up on how to ask Alexa things in general. And here’s the cool part. She asked Alexa, “Alexa, play music” and a kid’s music playlist started playing. Alexa knew a child was talking to her.
I’ve also done the customaries. I’ve added to my grocery list and I’ve linked Pandora and Spotify. I also searched out my podcast. That took a little longer because it’s not on Amazon Music so I had to do a little extra work on the app on my phone first. I started to create a profile, which I think you can do all from voice activation but I got distracted with day to day things, as do we all. So I’ll have to go back to that later.
I’m also still not sure if by teaching my smart speaker about this Sound In Marketing podcast that it will rank hirer universally or if it’s just limited to my own machine’s understanding (which my guess is the latter).
Another thing that I noticed was that the tech was still largely dependent on the app. So not quite as “hands free” as one would assume. Or at least, as I had assumed.
Now there is a ton that I haven’t delved into yet but I think that that is the number one reason why we need to explore this now. By me not getting to all the features that Alexa has to offer yet, I believe models society today. The common consumer has not yet fully immersed themselves in this new tech.
Amazon posted a video which I’ll link in the show notes below about their “Alexa Pioneers”. It shows the amazing innovation that programmers are creating to serve a vaster audience with their product. They found a gateway and created their own path. I so wish I understood code but I don’t so I’ll just applaud these guys louder.
One of these “pioneers” that Amazon spotlighted is doing exactly what I’m encouraging us to do. Tushar Chugh created a smart cap for the visually impaired. The cap records the images and “narrates the scene to the visually impaired.” He’s solving an actual problem and using the tech to make it happen.
Voice as a person is another reason why I believe that there is no turning back from the direction we are going. I read another article that I shared on my Linkedin profile that really brought it all home for me.
Sixieme Son wrote a great article in Martech reporting on the status of voice assistants using the term that I love “Uncharted Creative Territory”. There was a lot of good information in this article but the part that really got to me was their comments on how in one study in England, Alexa was found to be “unsympathetic” and a “know-it-all”.
I don’t know exactly when voice tech started, or when it started becoming noteworthy to us commoners but this makes me laugh. Who would have thought 10 years ago that technology would not only be given a gender class but also that people would be upset that it wasn’t being more emotionally available for us. I don’t even think 5 years ago we would have had this experience or conversation. It just goes to show that we are growing by leaps and bounds and that the future is unknown.
I’ll try and expand on this in another episode but something else interesting I found in the Martech article. With the Alexa, Siri, and Hey Google technology comes the uniformity of activation words and phrases. What Michael from Sixieme Son so brilliantly posed was that with this tech comes huge notoriety for Google, Mac, and Amazon because everyone is familiar with their “voices”. Now these companies lose theirs just a little bit because the first thought recognition will go to the Power 3. Their companies’ recognition will come second. Perhaps in the near future there will be more players in the technology? Just look at what happened with Netflix. When once there is one, now there are tons! Just a thought.
I want this podcast to give you the information you need to create a successful sonic brand identity. As you join me on this journey, I hope that you’ll reach out and tell me what you find interesting, things you’d love for me to expand upon, things that flat out confuse you or you have no idea how to even begin comprehending. This voice accessible world is new to a lot of us and it’s outlets are growing each and every day. It’s new and ever changing. That’s why I’m here. To help bridge that gap between traditional marketing and this whole new way of thinking.
I hope you enjoyed this episode. Don’t forget to subscribe, follow, add to your library, and share with a friend. Have you read an interesting article lately, do you have any questions, do you have a really off ball event that you heard about that you want to send my way? Please share! You can find me at www.dreamrproductions.com, Linkedin, FaceBook or you can email me at jeanna@dreamrproductions.com. I want this podcast to be a collaborative event. I want it to be of benefit to us all so stop by and say hello.
Let’s make this world of sound more intriguing, more unique, and more and more on brand.
Sources:
https://developer.amazon.com/en-US/alexa/alexa-skills-kit/case-studies/alexa-pioneers