Using Music to Market to Multi-sensory Women
A few weekends ago, I went to that rare sort of party for the 30- and 40-something crowd where dancing was the point. The party-throwers had burned a few CDs full of 80s and early 90s music to get this “older” crowd going. And, did it ever. The dance floor was packed the entire night and comprised of probably 70% women or more.
So, here’s the point: Music packs an emotional punch that we need to explore as marketers.
I may be a pretty typical female past the age of 30, in that I don’t have iTunes playing in the background of my every waking hour - like a college or high school student might. But, I do like music, very much. When I take my aged self shopping, for example, and happen to hear, say, the 80s Police hit, “Every Breath You Take,” emotion comes rushing in. I can’t help but remember the fun of my high school years and the crush I had on that cute boy on the lacrosse team.
It’s amazing how that happens. I may not live for music, but I really do enjoy and connect with it, if it is relevant. The right music can stir fond memories and all sorts of positive emotions. And, positive emotions make for an even better customer experience, don’t you think?
Like many others, I notice the background sound throughout my day, and so it is also crucial to my buying experience at stores. I am a classic multi-sensory woman.
So – when I read about a company called Rumblefish in a recent issue of INC, I was compelled to learn more about branding via “music identity.” Luckily, I already had a trip to Oregon planned for this past weekend, and so got the chance to meet Rumblefish founder, Paul Anthony, in person.
It was an educational visit, needless to say. His success stories in working with clients like Adidas and Red Bull were very inspiring, but I, of course, was even more interested in his work with Umpqua Bank (which is mentioned in the INC article) and the other more specifically “women’s market” projects Paul has worked on.
Things about women and music that Paul has found to be true:
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women listen to lyrics
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women pay attention to context (the wrong music can greatly, and negatively, affect a woman’s experience with your brand)
According to Paul, “If you do a great job branding a business, its ‘personality’ is as acute as a human’s. That’s why music is so important.”
Music is quite simply a crucial humanizing element for any brand. With music, the opportunity to connect and become even more relevant for your women’s market - even for those older than 30 - is huge. Still, it seems that very few brands, besides those in the more youth-centered markets, have realized music’s emotional power and importance as a part of brand identity.
What is up with that?
This topic fascinates me and I will continue to learn from Paul and then share the trends, ideas and possibilities with you along the way. In the meantime, please keep me posted if you come across any brands that are using music well already. I’d love to write about them.
June 7th, 2005 at 3:09 pm
How about music for brand Andrea? You could commission it and then add it to the top of your blog as a theme tune.
Check out http://songstowearpantsto.com/index.php
ps. I promise I don’t have any connection with this site. I just think it’s great. Call me Mr Customer Evangelist!
pps. Sorry, that’s probably off-topic a bit but I thought of it as soon as I read your post.
ppps. And it will give you a laugh.
June 8th, 2005 at 3:54 pm
Well, Neil.. that is indeed a unique site. You never know.. I may give it a go. But, I’d probably have one written about my dog rather than about my biz. She is so much more song-worthy. Thanks for letting me know about it!