You can shut your eyes, but not your ears.”
This is one of the most remarkable lines that made me want to read through an article by Kay McFadden from Inc. online magazine entitled, “Does your brand ring like a bell?” - which I stumbled upon while browsing the web doing research regarding branding and marketing. With the current generation growing up totally immersed with music, I am not surprised that music today has become a very important part of our lives. Like what the old adage says, “Thanks for music because it has been there when nobody else was.”
It all started with cellphones, iPods, then sitting next the computer the whole day with your playlist. Everyone wants to get hold of their music – where ever they are, whatever time of day. Now with the arrival of sonic branding that is highlighted in this article, customers will have more a fantastic music on hold experience. Consumers want something they can listen and relate to, and this is what sonic branding is all about. Using Music to keep callers staying on the line longer, and combined with with informative on hold messages to present your brand in a positive light (it doesn't hurt that the fact is, on hold messages also result in additional sales!).
Many researches have been made that prove sonic branding worthy of your investment. Sonic branding helps with your long term goal to be remembered by future clients and in establishing your branding through music. Universities from UK and America have made adept researches of the effect of putting the right music for your clients. The last song syndrome effect, commonly known as the “earworm,” is the reason behind all these.
You see, 96% of your customers are more likely to remember your brand because of those hooky little tunes they can't get out of their head while 24%of the clients are most likely to buy products when they like the song that they are hearing. Music puts a lot of personality to your branding and when the customers like it, they are more likely to come back for more. This is what sonic branding does for your business: it makes your music consistent with your branding. If you want to say something about your product, then put some music into it and success will surely follow.
So how do you combine sonic branding with your on hold messaging? First is you need to set your signature music so that when the customers hear you, they will instantly recognize that it is your brand. Next is to set up a positive ambience for your callers.
Sonic branding plays a vital role, and is a very important for your product or your company’s branding. It builds rapport. Choosing the right music is very important for your on hold messages, especially for invoking emotional responses from the listeners. Music adds life to on hold marketing –give this kind of life to your customers too.