The best tool to form an emotional bond with your customer

Published on: 10 Aug, 2017

 

Doesn’t Jana Gana Mana instantly evoke the feeling of patriotism? Does your mood instantly change when the radio plays your favourite song? Did you know that one of the best ways of understanding one’s personality is looking at their playlist?

Dr. Oliver Sacks, the well-known author and professor of neurology at the NYU School of Medicine has published several books that discuss the power of music. In his book ‘Musicophila’, a New York best seller’ he wrote:
"Music can move us to the heights or depths of emotion. It can persuade us to buy something, or remind us of our first date. It can lift us out of depression like nothing else can. It can get us dancing to its beat. But the power of music goes much, much further. Indeed music occupies more area of the brain than a language – humans are a musical species."

Smart companies have understood the power of music & how music can be used to form an emotional connect with their customers, employees, distributors and partners.

The Red Bull Music Academy is  one of the best examples of a strong association with music. It is a world travelling series of music workshops & festivals: a platform for those who make a difference in today’s musical landscape.
Another famous example is a Coke Studio, a musical series on TV with established and emerging artistes.

Smart brands have associated with music festivals & bands to create a perception of their brand. But now, it’s time marketers go one step further to deliver a personalized musical experience and create an amazing emotional experience. Marketers can now invest in music strategy and planning to achieve the following:

  1. Customer Loyalty:

    “Customer Satisfaction is worthless, customer loyalty is priceless” – Jeffrey Gitomer

    Yes, customers love rewards & gifts but it’s not exciting anymore and doesn’t call for an Instagram mention. But a personalized experience from their favourite brand, now that calls for a social media blast! And top of mind recall is just the side effect of this!

    A Leading Financial Institution  gifted SongStruck – a live unplugged performance to 500 High Networth clients on their birthday, and anniversaries. All these experiences were delivered in the comfort of their client’s homes. The personal connect and goosebumps Songstruck created was unbelievable. Not only did the financial institution receive amazing feedback, they also got 100 more referrals from those clients.

  2. Learning and Development:

    Isn’t it easier to remember the lyrics of a song compared to an answer you are trying to learn? It’s no secret that music can help you learn better. Now, instead of educating the customer about your products uses and benefits, how about making it a catchy song that they can hum!

    One visionary fintech company has created a beautiful song explaining Systematic Investment Plan and the Power of Systematic Investing in a very interesting manner. We are helping an Education company teach English language through music and songs. This has helped students learn the language better and improved their retention of words by 60%.

  3. Brand Identity & Perception

    Think of your favourite song, now think of how you feel. Music can change one’s mood almost immediately! Customize a song for your brand, something that instantly springs up ‘a happy feeling.’ This is how your customer will feel every time he thinks of the brand. Now isn’t that every marketer’s dream?

    Amazon Kindle associating with the song “Fly me away” is a great example of a brand association with a song. Now, that song is a part of a lot of playlists and brings smiles to a lot of faces.

  4. Global Impact:

    Music is commonly known as the universal language! The Spanish song ‘Despacito’ is now topping charts across the world! Music is not bound by country, language, caste or creed. It’s the tune, the beat & just the perfect promotion that makes it go viral! 

    To summarize, music plays a key role for any brand looking to making an emotional connection with their customers, employees, distributors and partners. Visionary companies (big and even start ups) have now started focussing on music strategy & music partnerships.

    You would do well understanding this quote about Music –“ It says all the things that words alone can never say” and making Music Planning and Strategy a priority.

    We would love to answer any question on how your company can create its own music strategy! Do write to us on disha.parekh@happydemic.com