Whether you’re conscious of it or not, we all listen to music most of the day. From the TV shows, films and online videos we watch to where we dine, shop and even work out – music is everywhere.
It is called sensory branding. It appeals to consumer’s senses to connect to them emotionally, or on a more personal level, so they associate certain thoughts/feeling to the brand or product. Marketers use sensory branding because it works. As a matter of fact, research also found that almost all brand communication focuses on sight and sound.
Although we hear music everywhere we go it takes the right tune to really grasp someone’s attention and not just become a part of the noise.
After all we see and hear day-to-day, businesses must put more thought into what will be an “attention-grabber.” Quality sound not only creates the mood, but also makes the production more memorable. It’s all in the details. We must think about what sound will stand out in the world of today to help our production become successful.
It’s important when working on a production to ask yourself: Do the visuals and copy flow with the music? Does it all create the emotion you desire in your production? And finally, is it memorable?
It takes more than a well-written script to captivate an audience. For years, music has been used to enhance an advertisements success. The music in productions can make it easier to be recollected, as well as cause people to feel a certain way about the product or service – which can drive sales.
Music is a powerful tool – especially when it comes to a business’ production. Overlooking the details can greatly impact the success of your production.
Article contributed by Nancy Aguirre at FirstCom Music, CMMA Partner