Ever found yourself humming a jingle continuously? Or getting oddly psychological over a certain tune on the radio? Or recalling every line to a teen anthem you have not heard in years?
Music subconsciously affects our state of mind, energy levels, memory recall and even behaviour. It can increase our sense of connection to people, experiences and spaces-- even companies.
It's this impact that investigates have been determining for the previous twenty years. The bulk of research reveals a clear connection in between soundtrack and an organization' performance. And yet, music remains one of the most underused tools for organization success.
Here at Ambie, we're determined to help entrepreneur understand the genuine value of music for their brand. That's why we have actually sorted through the mountains of research to lay out the realities directly.
Now, whether you're an Ops Director or self-appointed shop DJ, you can totally comprehend-- and capitalise-- on music in your business. Restaurant background music
Background music can impact how a client feels, believes and even invests in your place
How background music effects your consumer experience First impressions are lasting impressions.
In his famous TED talk, Daniel Kahenman (the Nobel-winning rockstar of behavioural psychology) explains how it only takes one negative event to destroy an individual's understanding of a whole experience. (We go into this more in our Why music matters post).
Kahenman's words are powerful motivation for businesses to ensure every interaction with consumers is an useful one. From the minute a client strolls through the door, to the minute they leave-- every action of the consumer journey need to add value. Music is vital to this process. 81% of consumers say that company background music lifts their mood, while 71% state it produces a much better environment in general. From the minute a consumer strolls through the door, to the minute they leave-- each action of the consumer journey need to include value. And when customers feel good in a space-- they act different within it. Did you know that simply playing music that consumers enjoy makes them 24% most likely to buy a product?
It's no wonder why 84% of organisations who focus on improving customer experience report increased income. How is your company background music developing a positive client experience?
Company background music and the client experience QUICK FACTS: How music impacts client experience (Source: BrandChannel, MarketingCharts and PPL. Links in text to full reports).
How company background music develops your brand identity It's a difficult market. E-commerce is ever rising, the High Street ever crowding. Companies are searching for new ways to magnify their brand in order to stand out. And consumer experience has become crucial.
In 2013 a Walker Information study predicted that by 2020 consumer experience would trump cost and product as the key differentiator between brands. We're now seeing that reality.
Music is a direct and cost-effective way of developing mood and building rapport with your target market. Often when we believe of the parts that construct a brand name, or client experience, we consider the visual aspects-- signage, design, logos etc. We forget the vital function of noise in developing identity too. However according to Brand name Channel, 96% of brand names who use music that fit their identity are most likely to be recalled by consumers. This makes music a direct and affordable way of setting the tone of your brand and building rapport with your target market.
On top of this, a HUI Research study experiment concluded that merely playing brand-matched music over a generic mix of tunes might see sales increase by 9%. (Which we unpack more in this How background music can boost your business post). How does your noise identity assist you stick out from rivals? music and branding.
QUICK TRUTHS: How music impacts your brand (Source: BrandChannel, Seems Like Branding and HUI Research. Hyperlinks in text to complete reports) How background music fosters consumer loyalty.
Did you know that obtaining a new client costs around 6X more than keeping an existing one? And you're 50% more most likely to make a sale to that existing consumer. So a 'sticky' customer base can be an easy way of keeping sales volume. However protecting the ongoing the trust of these customers requires more effort. The ideal soundtrack can 'speak the language' of your consumer base; resonating with their worths, tastes and aspirations. Music can be a meaningful layer of this method. The right soundtrack can 'speak the language' of your consumer base; resonating with their worths, tastes and aspirations. It can increase an individual's sense of belonging to a brand name, plus their likelihood of returning. In truth, a research study from Music Works found that 31% of customers stated they would return to a service if the music was right. 21% stated they would also suggest that organization. This explains why over two thirds of company owner claim that music encourages repeat company.
It's not all about commitment cards. Music makes your perfect clients feel read more welcomed when they enter, comprehended when inside, and so most likely to return when they leave.
Does your music match the taste and worths of your clients and clients?
FAST REALITIES: How music effects client loyalty (Source: Music Functions. Hyperlinks in text to full reports).
How business background music increases sales profits Your company background music brings many intangible advantages-- increased brand name awareness, client experience, loyalty. However when it comes to the lifeblood of your company-- sales-- is there a measurable difference?
You wager. In a landmark Milliman research study, he proved how playing slower music reduced the speed at which customers moved through a store. But the most interesting eliminate? He also tape-recorded this modification in consumer behaviour resulted in as 38% sales increase. (If you're curious, we check out the Milliman study in our Matching music to your trade patterns blog piece).
Millian was among the very first to connect music to consumer behaviour, however he was not the last:.
Cain-Smith and Curnow demonstrated how music volume could impact traffic through a shopping centre. Caldwell and Hibbert connected a sluggish pace to increased dwell-time and drink purchases.
Knöferle exposed how small musical keys might drive extra spend in some contexts.
HUI Research study discovered that brand-matched music in the food and beverage sector could improve sales by 9%. A Texan study found particular genres could activate more costly purchasing choices.
( And if you're a numbers individual, we cover more in our How background music can improve organization post).
Phew! The numbers are as illuminating ... and overwhelming. But if you're scratching your head over whether Tchaikovsky or Beyonce will produce more sales, keep the words of Milliman himself in mind:.