It’s no secret that music is an extremely valuable tool for connecting with consumers and, ultimately, selling more product. And, there are ways to “optimize” for music in advertising that will have us really have the music we select and license work for the brand, business, and consumer.
In fact, I recently stumbled across a case study on Coldwell Banker advertising (conducted by iSpot.tv), who had recently been awarded the highest rated real estate advertiser and simultaneously reduced their production spend by 80% (!!) on that campaign. How did they achieve this massive increase in effectiveness of their marketing spend? By optimizing for music.
Here are ten specific ways I’ve seen music positively impact the business of the brands that you can be thinking about in working to get the most out of music selection and licensing.
- Increase marketing effectiveness (ROI)
- Save money (to the tune of hundreds of thousands of dollars) without sacrificing creative excellence and relevance with consumer
- Save money and time by coordinating licensing negotiations for an entire region
- Become a more “legit” contender in the category
- Connect a new consumer group; show your consumer you know them
- Differentiate your brand from others in a meaningful way
- Create brand consistency across markets
- Strengthen your brand by creating consistency across touchpoints, campaigns, pieces of content
- Shape culture / create cultural moments that turn buyers into brand fanatics
- Streamline and simplify internal processes, such that generating ideas and having them come to life is both simple and easy.
There are certainly plenty more we can come up with, as we look at each unique brand challenge. The key here is that, when we talk about music optimization, we’re talking about getting more value for the money, time and energy you spend. Music as an ASSET for your business, not a liability. And it does not require making major changes to your organization and processes; it just requires a little intentionality.
The truth is, that whether you’re intentionally working to impact these areas of your business or not, music IS affecting them… for the good or the bad.
