Sound in Marketing

Episode 5- Passive Advertising In Sound

In this day and age no one wants to be sold to. They want to make up their own mind without being pressured. I was listening to a podcast the other day called Brand Builder where Dave Gerhardt VP of Marketing at Drift shares some huge knowledge bombs. He said that according to Harvard Business Review 75% of B2B gather all of their information before even going to your website. That’s pretty phenomenal if you think about it.

Information is free. It’s everywhere. Case in point with this podcast. The power lies in the consumer not the company. The consumer makes up their mind who they want to do business with, buy from, partner with. They do all this on their own thanks to the information superhighway. They don’t even have to ask a person necessarily a question. We’ve got bots for that now.

The world of marketing is changing.

We have to think differently at how we market to our audience. We can’t just sell at them anymore; we have to draw them in, in a new way; a more subtle way. This is how we stack the deck to get people paying attention to us.

My challenge for you this episode is to record your brand. What emotions or actions does your brand evoke? For example, say you are a motivational speaker? Try recording motivational music that speaks to you, sounds of footsteps going up to the podium, clapping, room noise. Listen to this over and over again until actual explainer words come to mind like “leadership”, “optimistic”, “passionate”...things like that. From there, start a mood board. Find actual images that represent those sounds as well as words. I believe that after taking an actual moment to sit in this, you’ll have a clearer idea of what your sound should be. Even if it’s not melodic, because sonic branding is not just melodic (remember the Aflac duck?), you’ll at least be able to rule out what does not sound like your brand. That in itself is a huge step.

Here’s a link to a palm-size voice recorder I found on Amazon https://amzn.to/2Ks1keB. It’s easy to carry around and easy to upload audio to another source when you’re ready to fit all the pieces together. I haven’t used this yet but it was an Amazon Choice product and a pretty good deal. It’s also something that I’ve been shopping for a potential client so if you do get it, I’d love to hear what you think.

Then when you’re ready, come to me. I’d love to help! And anyone like me, if you come to them with all this forethought, creating your sound will be that much smoother of a process and potentially a lot faster. And the best part, this will truly be of your brand. Remember, us sonic branders can only go as far as you let us in. If you have done no due diligence on what you truly want before we start designing, then the sound will be more our creation than yours. Sometimes that’s what someone wants, but I’d rather it come from your heart not mine.

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.

Site Sources
https://ignitevisibility.com/7-examples-effective-subliminal-advertising/
https://blog.hubspot.com/marketing/ads-with-subliminal-messages
https://open.spotify.com/episode/63hSawC3t6StMMo8WtmbV9?si=JJ-__ibHRg-AfTuVsO4jIw
https://www.goodbeerhunting.com/sightlines/2019/2/7/whisper-campaign-michelob-ultra-pure-gold-is-trying-to-make-you-tingle
https://www.youtube.com/watch?v=LXmlN9BAddg

This podcast is available on iTunes, Spotify, Google Play, Stitcher, and Podbean. Coming soon to iHeart Radio.

Episode 4- Sound Subtlety Rocks the Marketing World

Sound is something that has been ever present in our lives. All of our lives. It is all around us telling us what to do. An alarm goes off; sound tells us to wake up. A car horn honks, sound tells us the light might have just changed without us noticing or we may have just cut someone off. The chip reader beeps; sound tells us we’ve just made a successful purchase. And in enters the subtlety of sound marketing. Sound tells us what to do or gives us assurance that we’ve just completed something...like a transaction. And this is what this podcast is all about. How can we utilize this very powerful tool of sound marketing within our brand and company?

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.

Whenever you re-brand or initially brand, you have to consider your audience. You should have some semblance of your ideal consumer in your strategy and your branding should always reflect that person. With that being said, you should also always be considering what they are listening to. In this day and age, you, me, everyone is listening to a lot. And it’s not just music. From the moment we wake up to the moment we fall asleep; sound surrounds us.

Chemical Brothers and Formula 1 have created a great partnership. The band (already F1 fans) were tasked in creating a sonic identity for F1 2019 Season. They took a track off of their forthcoming album and sped it up 15,000 bpm. They modeled the 15,000 rpm’s possible out of a Formula 1 race car. Formula 1 will also use the Chemical Brothers upcoming album as their sound style guide for their entire season. Win, win for both parties!

According to a recent Nielsen survey, 75% of Americans choose music as their top form of entertainment. That’s above TV by 2%. This is where we should be focusing our marketing dollars; the music of the people. With that much influence, why not focus some attention on popular music.

One great reason for developing a sound for your brand is cross promotion between the visual marketplace and the ever increasing voice marketplace. What I’m talking primarily about here is voice commerce. Voice commerce is primarily thought of in the realm of Amazon marketplace but I believe it’s so much more than that.

What’s happening right now is Alexa is learning products but I think it’s learning much much more. So with that being said, everyone who has a business, of any kind, needs to be in on this. I need to be in on this.

I’me re-including this link for the Echo Dot https://amzn.to/2JKPJXP. It’s $50 (cheaper than Alexa) and, in my opinion, a great transition into voice tech for your research and development. Investment into new marketing tech shouldn’t break the bank, but it’s still a must have. I encourage you, especially if you have an online product, to teach this tech what you sell and even what you do.

For more information on me and what I do or what I can do for you, you can find me at www.Dreamrproductions.com, Linkedin, and Facebook. I've also included the links to my sources from this episode below.

I’d love to help you on your sonic branding journey in any way I can so leave a comment, write a review, send me an email and let’s chat more! I’m excited about all the exciting possibilities of Sound in Marketing.

jeanna@dreamrproductions.com
www.linkedin.com/in/jeannaisham/
www.facebook.com/dreamrproductions

Sources for this episode:

https://www.adweek.com/creativity/f1s-new-3-second-sonic-branding-is-actually-a-chemical-brothers-song-sped-to-15000-bpm/

https://www.autosport.com/f1/news/141935/chemical-brothers-make-threesecond-f1-track

https://www.formula1.com/en/latest/article.chemical-brothers-and-f1-unite-to-create-fastest-remix-of-all-time.4MmqeEKgPGxlcvvFP8V8Jh.html

https://www.clickz.com/voice-commerce-2019/224213/ 

https://hudsonvalleyone.com/2019/06/13/woodstock-50-still-looking-for-a-home/

Episode 3- Therapeutic Music and Marketing

Music and sound influences healing. Which impacts emotion. If sound can heal, then sound can influence marketing decisions in an incredibly powerful way.

In this episode, we discuss the healing influence of sound and music https://www.mindbodygreen.com/0-17515/what-you-need-to-know-about-sound-healing.html. How manipulating a frequency or a tone or even a way something is spoken, can change the entire message. We can harness this power with our brand voice. We are able to craft our sound to be entirely our own; telling a more “sincere” brand story.

Everyone has something to say now-a-days. Some of its relevant and some is not. If you have something to say, then say it. But find a unique way and a unique angle in order to present it. Because there are a lot of people out there potentially trying to say the same thing as you. There are no rules in this new frontier of sound marketing; experiment, experiment, experiment.

My book suggestion for you is Brand Sense: Sensory Secrets Behind the Stuff We Buy https://amzn.to/2XNwTCA. Martin Lindstrom paints a very clear picture of the huge canvas of possibility that we have in marketing through the senses that is widely untapped. It's a great book to flip through and get to the meat of what intrigues you. I especially loved the story about Singapore Airlines and their ability to create a distinct "smell".

Check out this excellent new podcast I wrote intro music for called Fueling Her Further https://podcasts.apple.com/us/podcast/fueling-her-further/id1458061709. Talia helps women break down their barriers to be the strongest that version of themselves that they can be. Great message, wonderful person.

If you're interested in playing with some sound concepts for your brand or for a campaign but not ready to take a full plunge, you can find some pre-made "out of the box" logos that I wrote here https://www.pond5.com/collections/2796592. I’ve categorized these as “uplifting” as generally that’s what people are looking for. However, if you want more edge or another feel let me know. Because I have those too.

My goal for this 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. I’d love to hear your thoughts so please drop me a line at jeanna@dreamrproductions.com, connect with me on LinkedIn linkedin.com/in/jeannaisham, and follow me on Facebook facebook.com/dreamrproductions. 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.

Have a great week and we’ll talk again soon.

Episode 2- Marketing Differently

Pandora has been doing some incredibly interesting re-invention lately with new programming in "Pandora stories" https://techcrunch.com/2019/05/08/pandora-expands-its-music-and-podcasts-product-pandora-stories-with-help-from-siriusxms-guests/ as well as their new sound logo https://adage.com/creativity/work/pandora-sonic-logo/1729321. They're not afraid of being brave and trying something that may just be a bold move in the right direction.

Speaking of bold, let's talk podcasters. Some consider them artists but a vast majority do not. However, they have a message and a product and they are making a place for themselves within the platform and getting their voice heard. And with the statistics of 61% of podcast listeners purchasing something from a podcast ad, they could really be highly benefited from taking this chance and being "uncomfortable" http://www.whypodcasts.org/audience/ .

They are brave and, in my opinion, it will pay off for them in one way or another.

My name is Jeanna and I'm here to help you learn more about the possibilities of sound in your marketing and how it can be accessible with a small and a big budget alike. For questions, inquiries, and future content suggestions, please email me at jeanna@dreamrproductions.com

Episode 1- Using Sense In Your Marketing

Visual marketing is only 1 of the 5 senses.

In this episode, I discuss how so much opportunity is sitting at the table with developing a sonic marketing strategy. AI, AR, voice activated technology, and podcasts are king and the voice frontier is only going to get louder. Break through the noise with your own sonic marketing strategy.

ARTICLE: We talked about Coca Cola and their new evocative campaign http://bit.ly/2XpLYuf "Try Not To Hear This".

BOOK SUGGESTION: Austin Kleon's Show Your Work. Can not recommend it more highly. https://amzn.to/2QyYi8z It really helped me to explore what it means to share my product rather than sell it.

CHALLENGE: I challenged the audience to buy an Echo Dot https://amzn.to/2JKPJXP, take it home and start saying their product into it and see what happens. We should always be testing and learning new technology to more effectively apply it to our product and/or services.

For content suggestions or further inquiries, email jeanna@dreamrproductions.com

 

Welcome to Sound In Marketing

Jeanna Isham has been in audio for 15+ years witnessing first hand the shifting landscape of music and marketing industries alike. As both music composer and marketing nerd, she paints a picture of where advertising and marketing is headed and why it's crucial for every brand to have a sonic identity.

For inquiries on producing and developing your own podcast or for inquiries on sonic branding and sonic branding consultation availabilities, you can find me at Dreamr Productions 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 and more on brand.