Revolutionary Measures

Sound – the new frontier for marketing

When it comes to media today, people today have a multiplicity of choice. From the internet and social media to traditional TV, catch-up services and the likes of Netflix the range feels literally endless. No wonder that marketers find it increasingly difficult to reach and engage with audiences as they are scattered across different platforms and devices.

Yet, amidst all this disruption one medium – radio – is actually growing its audience. According to Ofcom nearly nine in ten people (89.6%) listen to the radio at least once a week, and average listening time increased by six minutes per week in the year to November 2017.

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And given that these figures don’t include the likes of podcasts, I think the figure is actually higher. Essentially it is part of a wider trend – as humans we are programmed to respond to sound going back to our hunter-gatherer days. Add in the fact that it is easy to access audio through smartphones and you can see why listening is increasing.

Sound is also playing a greater part in how we interact with technology, thanks to the likes of Alexa and Siri. They may be a long way from perfect, and unable to offer a real conversation (and prone to laughing uncontrollably in the middle of the night), but they provide a new way of controlling our increasingly smart homes. Devices that include Audio Analytic’s technology can even recognise the noise of breaking glass or smoke alarms going off and warn homeowners.

Given the importance of sound, it is still amazing how few marketers are using it to engage with consumers. Viewers frequently say that the music is the best thing about ads, and we all know how hearing a particular tune can bring memories flooding back.

Look (or rather listen to) the impact that the Intel Inside ‘bong’ had on creating a major consumer brand out of a technical chip supplier – memorable audio branding is proven to increase name recognition and connect with target markets. And when I talk about marketing with sound, I don’t mean annoying radio ads or jingles, but simple melodies that somehow encapsulate and sum up your brand. Companies already invest heavily in ensuring that they use the right colours and images to attract their target audiences – I think it is time that they extended this to cover sound. You know what your brand is seen – but how is it heard?

March 14, 2018 Posted by | Marketing, PR | , , , , , , , , , , , | 1 Comment

EEek!

A tight squeeze Project 365(2) Day 357

The High Street at Christmas is a loud and particularly garish place. With fewer and fewer physical shoppers retailers have to shout at the tops of their voices to attract attention. Which is probably why I’ve not really noticed the rather catastrophic rebrand of EE (previously Everything Everywhere), the owner of Orange and T-Mobile.

Everything Everywhere was quite obviously an appalling name – although it did give rise to the wonderful FT headline Everything Everywhere disappoints analystswhich pretty much summed up the performance of the telecoms conglomerate. But as a holding company it was fine – you had two strongish brands, Orange and T-Mobile with defined markets so why confuse matters with a third umbrella brand? In a similar way when BA and Iberia merged the new holding company was called International Airlines Group (IAG) – not fancy, not competing with its existing well-established brands, but just providing a name, a website and a name for the stock market.

But EE has decided in its infinite wisdom to essentially bin the Orange and T-Mobile brands. I switch on my phone and it says EE, even though my contract is with Orange and the previously recognisable high street storefronts are now a drab blue grey that looks like it has come from the Farrow and Ball catalogue (my money is on Hague Blue). Given that Orange became successful by being a new, interesting and involving brand that people wanted to be part of and that T-Mobile screamed value to countless students it seems ludicrous to write off that amount of goodwill in a stroke. As Nils Pratley points out in The Guardian it looks more like a dull but worthy European quango than a leading edge telco.

But does it matter? Many people in the technology industry don’t really bother about branding, focusing on building advanced products and services and giving them involved names made up of lots of numbers and Zs and Xs. However while that may work for deeply technical audiences if you want to get mass market appeal you need an appealing and non-threatening brand that is clear and easy to understand. Apple is the obvious example, but looking around the tech industry you can see plenty of others. Even in the telecoms world there has been a lot of effort put into building global brands – from the clever (O2) to the limited (3) and the mundane (Vodafone).

Ironically at a time when it has the UK’s only 4G network, rather than talking about technology advancement, EE seems to be embracing the safe and boring. It may claim that rebranding has ‘re-energised the organisation’, but in a crowded market it looks more like a retreat than a step forward. Apple, Raspberry Pi, Banana Republic – EE should have stuck to fruit………….

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December 12, 2012 Posted by | Creative, Marketing | , , , , , , , , , , , , , | Leave a comment