January 21, 2025 • 17 mins
Season Seven of the Sound In Marketing podcast is a wrap. Season Eight won’t be far behind. Check out some of season seven’s highlights and catch a sneak peek of what’s to come.
Episodes referenced in order:
What Is Sonic Branding With Examples
From strategic soundscapes and product design to the impact of viral content, last season was packed full of fun examples and thought musings in the world of sound strategy. I repurposed many of my articles into episodes, created an entirely fictitious company to prove a point, and documented a few personal sound experiences.
SEASON EIGHT COMING SOON!
Want your very own Make Sound On Purpose mug, t-shirt, or sweatshirt? You can order one here!
—
For more on sound in marketing, sign up for the Sound In Marketing Newsletter http://eepurl.com/gDxl6b.
For further inquiries, email Jeanna at mailto:jeanna@dreamrproductions.com
The Sound In Marketing Podcast is produced by Dreamr Productions and hosted, written, and edited by Jeanna Isham. It is available on all the major podcast channels here https://pod.link/1467112373.
Let’s make this world of sound more intriguing, more unique, and more on brand.
https://www.linkedin.com/in/jeannaisham/
https://twitter.com/Jeanna_Isham
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:04):
Welcome to the Sound in Marketing podcast.
This podcast explores and defines making
sound on purposein marketing and in branding.
The goal of the podcast is to inspire youto ask and answer the question,
what does my brand sound like?
I'm your host, Jeanna Isham, owner
(00:24):
and founder of Dreamr Productionsand Sound in Marketing Learning.
I create, consult and educate brandson the power of sound in marketing.
This episode is a recap of season seven.
I've chosen snippets to catch you upand get you ready for the season to come.
At the end,I'll give you a sneak peak of season
eight,so be sure to listen to the very end.
(00:48):
Sound shouldn't be
something tacked onat the end of a developed campaign.
Sound isn't just icing on the cake.
Sound design and sound on purposeare instrumental to the future
success of every brand. Why?
Because customers aren'tjust looking at brands anymore.
They are listening.(Sound In Marketing theme alternate)
(01:12):
Last season was packed full
of fun examples and thought musingsin the world of sound strategy.
I repurposed a lot of my articlesinto episodes,
created an entirely fictitious companyto prove a point,
and documenteda few personal sound experiences
of my own.
The most fun episode to writewas the first.
(01:34):
We set the stage with a fake company,
Left Coast Airlines.
Left Coast Airlines is a mid-sizeregional airline
primarily known to bethe business person's commuter plane.
They were expanding
beyond their regional West coast routesto Alaska, Canada, and Mexico.
They needed to advertisethe additional flights
(01:55):
while also repositioning themselvesto a new demographic.
The Weekend Warrior, as they put it, aseries of new commercials were launching.
(beginning of commercial from clip)Hey, Fred.
Did you hear that
Left Coast Airlines flies to Alaska now?
Oh, great.
That means my boss is going to startsending me to meetings in Anchorage.
At least you'd be ableto watch a whole movie on the plane.
Do you know how many times I've tried tosee if Jason Statham is expendable or not?
(02:18):
Oh, yeah, and don't worry,he'll show up again in the next one.
Whether your destination is excitingor not, we've got you covered.
Our staff is standing byand ready to serve.
Left coast Airlines
happy clouds for normal people.(end of clip)
The company thought a branded podcastlaunching in tandem
with the commercial campaign, would bejust the ticket to attract a new audience.
They came to Dreamr Productions to create (02:43):
(beginning of podcast blurb from clip) Welcome to Short
stories made ridiculous,brought to you by Left Coast Airlines.
Short stories made ridiculous.
Tell stories that started in truthbut got way out of hand.
We don't get obscene,but we do get ridiculous.
So if you're shaking your head by the endsaying what?
(03:03):
Then you're welcome.
Today's story comes from a couple in bend,
Oregon who wanted to govisit their son in hood River.
The story starts with a plane ticketand ends with a canoe.
So secure those overhead bins and buckleyour seatbelts.
This is a good one. Enjoy.(end of clip)
(03:25):
As the
company was known to be pretty sillyand sarcastic to begin with, Dreamr
Productions chose to focus onits sense of humor to tell a good story.
The stories were fun,nonsensical, and wildly shareable.
(beginning of clip)When Jeanna pitched the idea of focusing on the people
rather than the company,we said yes immediately.
(03:46):
Our customers always have a good storyin their back pocket.
Personally, I can think of halfa dozen off the top of my head.
We thought, why not highlightwith our sense of humor at the end? (end of clip)
But what would tie togethernew and traditional marketing?
That's where the Sonic logo came in.(sonic logo playing)
The Sonic logo would be both
(04:06):
the theme song to the podcast and the tagat the end of every commercial.
Both mediums now had a common tie.
The sound.(sonic logo and theme song playing)
Left Coast Airlines
happy clouds for normal people.
All elements of this story,from concept to commercials
(04:27):
to logos,were created by Dreamr Productions.
Next up,what is Sonic branding with examples?
(Make Sound On Purpose Mug commercial)(sounds- people, dog barking, traffic, horn honking)
Sometimes sound is too much,
but the right sound(Sound In Marketing theme variation playing)
(04:47):
can be
perfection.
That's when I turn to a warmbeverage in my go to mug.
The Make Sound on Purposemug is that perfect reminder that
every strategically placed word mattersand every purposely
positioned sound.
Is perfection.
A big thank you to Sound In Marketing,
(05:08):
Learning and Dreamr Productionsfor centering my day.
It's a nice reminder that taking the timeto make sound on purpose matters.
Get yours today.
Links can be found in the show notes.
Back to you, Jeanna.(end of commercial)
How can a company or brand use
Sonic branding effectivelyif they don't fully understand it?
(05:29):
This has always been a focus of mine.
The reeducation of the miseducationof sound. (musical transition)
(beginning of clip)Sonic branding is the strategic
and custom builtsound within a brand's identity.
This sound is incorporated into thebrand's many different audio touchpoints.
And if you're thinking that your branddoesn't have any audio touchpoints or not
(05:52):
enough to worry about Sonic branding,well, you'd be wrong.
Every brand makes sound in one wayor another.
It's about finding what that sound isand making it on purpose. (end of clip)
I truly believe that misunderstandingthe definition of sonic branding
is why sound strategyhasn't become a standard practice yet.
(06:16):
Sound isn't just music and jingles.
(beginning of clip)It's so much bigger.
Sound is everywhere.
It fits into all those little cracksof digital marketing.
It's different than visual marketing too,
because no one hasto look at your marketing.
They just have to listen and bam!
Your advertising ventureshave become that much more effective.
(06:37):
Because unless the customer physicallycovers their ears, they will hear.
And with a brand sound,they will hear you. (end of clip)
And it is not just for the targetsand Walmarts of the world.
(beginning of clip)With smart technology, social audio apps, voice search,
and the low touch economy, boomingsound is 50% of the brand experience.
(07:00):
If not more.
And with all of its low bars of entry,
sound is accessible to any budget,big or small.
Sound in marketing is a subjectthat every company should be educating
themselves on now before it becomes astandard, because it will be. (end of clip)
In early 2023.
I got the honor of producing an episodefor my favorite podcast,
(07:22):
Twenty Thousand Hertz, called ‘Insurance Jingles ..Why?’
It was a hit and not just according to me.
That episode was the thirdmost downloaded episode for them in 2023.
Here's a clip.(musical transition)
(beginning of clip)I don't even know if I would even consciously think about an
insurance company if there wasn't a jingleor some sort of shtick like Geico.
(07:47):
I've traveled all over the countrytalking about saving with Geico.
When it comes to insurance, to me, it'svery much who's top of mind.
Yeah.
You know, when you think about Coca-Cola,they have amazing sonic branding.
They have great music, but they also havepackaging and they have taste.
And there's a touch the glass.
(08:09):
They actually trademarked the shape of itbecause it fits in your hand.
So they have so many more waysthat they can become top of mind
than just an insurance companythat you don't fully understand.
People aren't really surewhat happens to their money where it goes.
It's very vague.
Sonicbranding needs to be solving a problem.
(08:32):
Insurance jingles in general are very muchtrying to solve
the problem of this is nota memorable service for anyone.
It's something that people makeone decision, maybe
one out of the course of 5 to 10 yearsand that's it.
Then you forget about it.(end of clip)
As many of you can agree.
Jingles are super fun and super catchy,and although they're mostly pretty corny,
(08:54):
I can still recite verbatim jinglesfrom my very early years.
There's power in that corn.
(beginning of clip)Most insurance commercials go out of their way
to give you a feeling of comfortand support.
Think about the sloganslike a good neighbor.
State farm is there.
Nationwide is on your side.
Are you in good hands?
(09:14):
When you watch these ads.
You're supposed to forget about copaysand deductibles and premiums.
Instead,you're supposed to feel like choosing this
company means they're personally goingto have your back.
One way to dothat is through a reassuring jingle.
Another is through a warm,friendly mascot.
Whether it's the Geico gecko, Flofrom Progressive or Jake from State Farm,
(09:37):
because this is such anon tangible service.
Personalization helps.
So bringing a human or even a duck Aflac
into the picture can helpit become more concrete and tangible. (end of clip)
I couldn't help myself on this one.
(09:58):
Years ago I read an articleabout a bag design blunder.
Sun chipshad created a 100% compostable bag,
but there was a problem.(musical transition)
(beginning of clip)Touching, opening, and basically manipulating the bag
in any waywas recorded as having 95dB of sound.
(10:18):
to the regular bags 60 to 70dB.
To put that in perspective.
A pilot had saidthe bag was noisier than his cockpit.
Customers started
weighing in on social mediaand it wasn't sounding good.
(10:42):
The now discontinued Facebook page.
Sorry, but I can't hear you over this
SunChips bag got more than 49,000likes at the height of the story.
The Google search phrase Sun Chips
bag too loud had 149,000 results.
PepsiCo even poked fun at themselveswhen launching in Canada.
They released
ads saying if the bag is too loud for you,we'd be happy to send you earplugs.
(11:09):
Saving the planet with eco friendlymaterials
created a user experience problem.
Noise pollution.(end of clip)
This was a great exampleof how the company didn't
experience the bag alongside the consumer.
Had they done so, they could havesaved themselves a lot of time and money?
(beginning of clip)Sun chips planned to create a fully biodegradable bag was a great idea.
(11:32):
However, they missed the mark and forgotabout the customer's experience.
The result was a dip in revenue of 11%.
Experience is everything, and althougha loud bag seems silly, it matters.
Sound in marketing and branding matters.
It absolutely must be made on purposeevery single time. (end of clip)
(11:55):
I wrapped up the seasonwith a personal experience.
I went to Vegas for a conference in early2024 and had to diary the experience.
The sound was deafening,
further reminding me that sound strategyis highly misunderstood
and underutilized .(musical transition)
(12:15):
(beginning of clip)I entered Mandalay
Bay and was loudly greeted by the sound ofabout a million different
slot machines playinglargely different ‘cha-ching’ jingles.
It felt like all volumeknobs were turned to 11.
There was no getting away from thisnot so subtle plug to dump money
into a machine over and over again,with the same disappointing results.
(12:36):
Again, not a gambler.
On top of the ‘cha-chings’,the PA systems were also adding 11,
blasting random musicto every corner of the huge space.
If it had been playing a specific playlistor had a theme in mind,
I never figured out which one.
What playlist goes from Michael Jacksonto Garth Brooks?
(12:56):
Anyways?
I could feel a headache starting. (end of clip)
can you imagine
what the experience would be likeif each hotel had a signature sound?
What if it had a signature soundscape?
What if the sound led youfrom location to location?
(beginning of clip)What if
Vegas used Disney's Principles of Sound
(13:17):
to invite,rather than disorient their customers?
What if Vegas separated and partitionedits casino sounds?
What if they created different sectionsand subsections of these massive
halls with sound wallsto create a more cohesive experience?
For example,walkways could play filler music
(13:38):
like Michael Jackson and Garth Brooks,while the slot machine ‘cha-chings’
enticed peopleat a muted level from a distance.
The music in the walkwayscould then slowly transition from said
filler musicto music, more appropriate to where
the walkway led.
If you are walking towards a craps tablein the New York
(14:00):
New York hotel and you start to hearFrank Sinatra singing Luck, Be a Lady.
Musical theater.
Kid here. Would your anticipationto play a game of craps actually grow?
What would happen
if you were greeted at the Paris casinowith some Can-Can music?
Or maybe some caravan palace?
If you haven't heard of Caravan Palace,check them out. I’ll link them in the Show Notes.
(14:24):
Would that curated music set,the environment memorialized
that specific casinomore than Vegas in general?
Would this help, its bottom line to knowguests favored
that hotel over others?
As you approachthe gondolas in the Venetian.
What if you hearsome instrumental traditional Italian music?
(14:44):
However, as you get closer,the music starts to transition.
The faint sound of.(O Solo Mio playing)
Gets louder and louderas you near the canal, prompting you
to take a gondola ride.(end of clip)
(15:06):
As I mentioned,I am not Vegas's target demographic,
but what if they could enticeeven me to place a bet?
It's a stretch, but sound, good
sound would most definitely get me closer.
Seasonseven was a lot of fun to put together.
(15:29):
Season eight is going to be even better.
My intention is to really stretchthe limits to what
I see as the future of marketingthrough real and fake examples.
I'm going to do my bestto show you my dream of
if the world made sound on purposeas a standard
practice.(dream sequence sound)
(15:51):
(SEASON EIGHT TEASER)From the annoying (eh eh sound) of store chip readers
to the perfectly chosen musicin that commercial,
you'll never forget.
A brand's sound strategy
dictates dollars spent and customers kept.
In season eight.
Each episode of the Sound In Marketingpodcast starts with a ‘What If’ brand case
(16:13):
study, focusing on one of the manyaudio touchpoints available to brands.
It concludes with a real life or fake.
If necessary, corresponding case studyto bring even more light
and context to the narrative.
We'll explore how
sound shapescustomer behavior, attracts new audiences,
(16:33):
builds loyalty, and strengthensa brand's identity for generations.
In every stage of the sales funnel.
In the race for brand
attention, sound on purposemakes all the difference.
Sound done right(friendly ping)
is a brand's best friend.
Sound done wrong(chip reader sound)
is a brand's worst nightmare.(end of teaser)
(16:58):
In the next few months,
I'll be working hard to get the episodeswritten, recorded, and released.
But as some of you know,this takes a lot of time.
And as the Sound In Marketingpodcast has always been a passion project,
meaning I'm not getting paid, it alwayshas to wait til client work is done.
So please be patient and stay tuned.
Want to stay up to date?
(17:19):
Sign up for the SoundIn Marketing newsletter.
Every month I send out links, updatesand resources to keep you
blissfully blubberingthrough the beautiful bouquet of broccoli.
Okay too far.
Thank you to
everyone who supported the podcast in methus far.
I very much appreciate youand all your feedback, so keep it coming.
(17:40):
For those of you just joining the journey,please send me a hello.
I love to connect with fellowsound lovers.
All contact informationcan be found in the show notes.
Let's make this world of soundmore intriguing, more unique,
and more and more on brand.
Welcome to the Sound in Marketing podcast.
This podcast explores and defines making
sound on purposein marketing and in branding.
The goal of the podcast is to inspire youto ask and answer the question,
what does my brand sound like?
I'm your host, Jeanna Isham, owner
(00:24):
and founder of Dreamr Productionsand Sound in Marketing Learning.
I create, consult and educate brandson the power of sound in marketing.
This episode is a recap of season seven.
I've chosen snippets to catch you upand get you ready for the season to come.
At the end,I'll give you a sneak peak of season
eight,so be sure to listen to the very end.
(00:48):
Sound shouldn't be
something tacked onat the end of a developed campaign.
Sound isn't just icing on the cake.
Sound design and sound on purposeare instrumental to the future
success of every brand. Why?
Because customers aren'tjust looking at brands anymore.
They are listening.(Sound In Marketing theme alternate)
(01:12):
Last season was packed full
of fun examples and thought musingsin the world of sound strategy.
I repurposed a lot of my articlesinto episodes,
created an entirely fictitious companyto prove a point,
and documenteda few personal sound experiences
of my own.
The most fun episode to writewas the first.
(01:34):
We set the stage with a fake company,
Left Coast Airlines.
Left Coast Airlines is a mid-sizeregional airline
primarily known to bethe business person's commuter plane.
They were expanding
beyond their regional West coast routesto Alaska, Canada, and Mexico.
They needed to advertisethe additional flights
(01:55):
while also repositioning themselvesto a new demographic.
The Weekend Warrior, as they put it, aseries of new commercials were launching.
(beginning of commercial from clip)Hey, Fred.
Did you hear that
Left Coast Airlines flies to Alaska now?
Oh, great.
That means my boss is going to startsending me to meetings in Anchorage.
At least you'd be ableto watch a whole movie on the plane.
Do you know how many times I've tried tosee if Jason Statham is expendable or not?
(02:18):
Oh, yeah, and don't worry,he'll show up again in the next one.
Whether your destination is excitingor not, we've got you covered.
Our staff is standing byand ready to serve.
Left coast Airlines
happy clouds for normal people.(end of clip)
The company thought a branded podcastlaunching in tandem
with the commercial campaign, would bejust the ticket to attract a new audience.
They came to Dreamr Productions to create (02:43):
(beginning of podcast blurb from clip) Welcome to Short
stories made ridiculous,brought to you by Left Coast Airlines.
Short stories made ridiculous.
Tell stories that started in truthbut got way out of hand.
We don't get obscene,but we do get ridiculous.
So if you're shaking your head by the endsaying what?
(03:03):
Then you're welcome.
Today's story comes from a couple in bend,
Oregon who wanted to govisit their son in hood River.
The story starts with a plane ticketand ends with a canoe.
So secure those overhead bins and buckleyour seatbelts.
This is a good one. Enjoy.(end of clip)
(03:25):
As the
company was known to be pretty sillyand sarcastic to begin with, Dreamr
Productions chose to focus onits sense of humor to tell a good story.
The stories were fun,nonsensical, and wildly shareable.
(beginning of clip)When Jeanna pitched the idea of focusing on the people
rather than the company,we said yes immediately.
(03:46):
Our customers always have a good storyin their back pocket.
Personally, I can think of halfa dozen off the top of my head.
We thought, why not highlightwith our sense of humor at the end? (end of clip)
But what would tie togethernew and traditional marketing?
That's where the Sonic logo came in.(sonic logo playing)
The Sonic logo would be both
(04:06):
the theme song to the podcast and the tagat the end of every commercial.
Both mediums now had a common tie.
The sound.(sonic logo and theme song playing)
Left Coast Airlines
happy clouds for normal people.
All elements of this story,from concept to commercials
(04:27):
to logos,were created by Dreamr Productions.
Next up,what is Sonic branding with examples?
(Make Sound On Purpose Mug commercial)(sounds- people, dog barking, traffic, horn honking)
Sometimes sound is too much,
but the right sound(Sound In Marketing theme variation playing)
(04:47):
can be
perfection.
That's when I turn to a warmbeverage in my go to mug.
The Make Sound on Purposemug is that perfect reminder that
every strategically placed word mattersand every purposely
positioned sound.
Is perfection.
A big thank you to Sound In Marketing,
(05:08):
Learning and Dreamr Productionsfor centering my day.
It's a nice reminder that taking the timeto make sound on purpose matters.
Get yours today.
Links can be found in the show notes.
Back to you, Jeanna.(end of commercial)
How can a company or brand use
Sonic branding effectivelyif they don't fully understand it?
(05:29):
This has always been a focus of mine.
The reeducation of the miseducationof sound. (musical transition)
(beginning of clip)Sonic branding is the strategic
and custom builtsound within a brand's identity.
This sound is incorporated into thebrand's many different audio touchpoints.
And if you're thinking that your branddoesn't have any audio touchpoints or not
(05:52):
enough to worry about Sonic branding,well, you'd be wrong.
Every brand makes sound in one wayor another.
It's about finding what that sound isand making it on purpose. (end of clip)
I truly believe that misunderstandingthe definition of sonic branding
is why sound strategyhasn't become a standard practice yet.
(06:16):
Sound isn't just music and jingles.
(beginning of clip)It's so much bigger.
Sound is everywhere.
It fits into all those little cracksof digital marketing.
It's different than visual marketing too,
because no one hasto look at your marketing.
They just have to listen and bam!
Your advertising ventureshave become that much more effective.
(06:37):
Because unless the customer physicallycovers their ears, they will hear.
And with a brand sound,they will hear you. (end of clip)
And it is not just for the targetsand Walmarts of the world.
(beginning of clip)With smart technology, social audio apps, voice search,
and the low touch economy, boomingsound is 50% of the brand experience.
(07:00):
If not more.
And with all of its low bars of entry,
sound is accessible to any budget,big or small.
Sound in marketing is a subjectthat every company should be educating
themselves on now before it becomes astandard, because it will be. (end of clip)
In early 2023.
I got the honor of producing an episodefor my favorite podcast,
(07:22):
Twenty Thousand Hertz, called ‘Insurance Jingles ..Why?’
It was a hit and not just according to me.
That episode was the thirdmost downloaded episode for them in 2023.
Here's a clip.(musical transition)
(beginning of clip)I don't even know if I would even consciously think about an
insurance company if there wasn't a jingleor some sort of shtick like Geico.
(07:47):
I've traveled all over the countrytalking about saving with Geico.
When it comes to insurance, to me, it'svery much who's top of mind.
Yeah.
You know, when you think about Coca-Cola,they have amazing sonic branding.
They have great music, but they also havepackaging and they have taste.
And there's a touch the glass.
(08:09):
They actually trademarked the shape of itbecause it fits in your hand.
So they have so many more waysthat they can become top of mind
than just an insurance companythat you don't fully understand.
People aren't really surewhat happens to their money where it goes.
It's very vague.
Sonicbranding needs to be solving a problem.
(08:32):
Insurance jingles in general are very muchtrying to solve
the problem of this is nota memorable service for anyone.
It's something that people makeone decision, maybe
one out of the course of 5 to 10 yearsand that's it.
Then you forget about it.(end of clip)
As many of you can agree.
Jingles are super fun and super catchy,and although they're mostly pretty corny,
(08:54):
I can still recite verbatim jinglesfrom my very early years.
There's power in that corn.
(beginning of clip)Most insurance commercials go out of their way
to give you a feeling of comfortand support.
Think about the sloganslike a good neighbor.
State farm is there.
Nationwide is on your side.
Are you in good hands?
(09:14):
When you watch these ads.
You're supposed to forget about copaysand deductibles and premiums.
Instead,you're supposed to feel like choosing this
company means they're personally goingto have your back.
One way to dothat is through a reassuring jingle.
Another is through a warm,friendly mascot.
Whether it's the Geico gecko, Flofrom Progressive or Jake from State Farm,
(09:37):
because this is such anon tangible service.
Personalization helps.
So bringing a human or even a duck Aflac
into the picture can helpit become more concrete and tangible. (end of clip)
I couldn't help myself on this one.
(09:58):
Years ago I read an articleabout a bag design blunder.
Sun chipshad created a 100% compostable bag,
but there was a problem.(musical transition)
(beginning of clip)Touching, opening, and basically manipulating the bag
in any waywas recorded as having 95dB of sound.
(10:18):
to the regular bags 60 to 70dB.
To put that in perspective.
A pilot had saidthe bag was noisier than his cockpit.
Customers started
weighing in on social mediaand it wasn't sounding good.
(10:42):
The now discontinued Facebook page.
Sorry, but I can't hear you over this
SunChips bag got more than 49,000likes at the height of the story.
The Google search phrase Sun Chips
bag too loud had 149,000 results.
PepsiCo even poked fun at themselveswhen launching in Canada.
They released
ads saying if the bag is too loud for you,we'd be happy to send you earplugs.
(11:09):
Saving the planet with eco friendlymaterials
created a user experience problem.
Noise pollution.(end of clip)
This was a great exampleof how the company didn't
experience the bag alongside the consumer.
Had they done so, they could havesaved themselves a lot of time and money?
(beginning of clip)Sun chips planned to create a fully biodegradable bag was a great idea.
(11:32):
However, they missed the mark and forgotabout the customer's experience.
The result was a dip in revenue of 11%.
Experience is everything, and althougha loud bag seems silly, it matters.
Sound in marketing and branding matters.
It absolutely must be made on purposeevery single time. (end of clip)
(11:55):
I wrapped up the seasonwith a personal experience.
I went to Vegas for a conference in early2024 and had to diary the experience.
The sound was deafening,
further reminding me that sound strategyis highly misunderstood
and underutilized .(musical transition)
(12:15):
(beginning of clip)I entered Mandalay
Bay and was loudly greeted by the sound ofabout a million different
slot machines playinglargely different ‘cha-ching’ jingles.
It felt like all volumeknobs were turned to 11.
There was no getting away from thisnot so subtle plug to dump money
into a machine over and over again,with the same disappointing results.
(12:36):
Again, not a gambler.
On top of the ‘cha-chings’,the PA systems were also adding 11,
blasting random musicto every corner of the huge space.
If it had been playing a specific playlistor had a theme in mind,
I never figured out which one.
What playlist goes from Michael Jacksonto Garth Brooks?
(12:56):
Anyways?
I could feel a headache starting. (end of clip)
can you imagine
what the experience would be likeif each hotel had a signature sound?
What if it had a signature soundscape?
What if the sound led youfrom location to location?
(beginning of clip)What if
Vegas used Disney's Principles of Sound
(13:17):
to invite,rather than disorient their customers?
What if Vegas separated and partitionedits casino sounds?
What if they created different sectionsand subsections of these massive
halls with sound wallsto create a more cohesive experience?
For example,walkways could play filler music
(13:38):
like Michael Jackson and Garth Brooks,while the slot machine ‘cha-chings’
enticed peopleat a muted level from a distance.
The music in the walkwayscould then slowly transition from said
filler musicto music, more appropriate to where
the walkway led.
If you are walking towards a craps tablein the New York
(14:00):
New York hotel and you start to hearFrank Sinatra singing Luck, Be a Lady.
Musical theater.
Kid here. Would your anticipationto play a game of craps actually grow?
What would happen
if you were greeted at the Paris casinowith some Can-Can music?
Or maybe some caravan palace?
If you haven't heard of Caravan Palace,check them out. I’ll link them in the Show Notes.
(14:24):
Would that curated music set,the environment memorialized
that specific casinomore than Vegas in general?
Would this help, its bottom line to knowguests favored
that hotel over others?
As you approachthe gondolas in the Venetian.
What if you hearsome instrumental traditional Italian music?
(14:44):
However, as you get closer,the music starts to transition.
The faint sound of.(O Solo Mio playing)
Gets louder and louderas you near the canal, prompting you
to take a gondola ride.(end of clip)
(15:06):
As I mentioned,I am not Vegas's target demographic,
but what if they could enticeeven me to place a bet?
It's a stretch, but sound, good
sound would most definitely get me closer.
Seasonseven was a lot of fun to put together.
(15:29):
Season eight is going to be even better.
My intention is to really stretchthe limits to what
I see as the future of marketingthrough real and fake examples.
I'm going to do my bestto show you my dream of
if the world made sound on purposeas a standard
practice.(dream sequence sound)
(15:51):
(SEASON EIGHT TEASER)From the annoying (eh eh sound) of store chip readers
to the perfectly chosen musicin that commercial,
you'll never forget.
A brand's sound strategy
dictates dollars spent and customers kept.
In season eight.
Each episode of the Sound In Marketingpodcast starts with a ‘What If’ brand case
(16:13):
study, focusing on one of the manyaudio touchpoints available to brands.
It concludes with a real life or fake.
If necessary, corresponding case studyto bring even more light
and context to the narrative.
We'll explore how
sound shapescustomer behavior, attracts new audiences,
(16:33):
builds loyalty, and strengthensa brand's identity for generations.
In every stage of the sales funnel.
In the race for brand
attention, sound on purposemakes all the difference.
Sound done right(friendly ping)
is a brand's best friend.
Sound done wrong(chip reader sound)
is a brand's worst nightmare.(end of teaser)
(16:58):
In the next few months,
I'll be working hard to get the episodeswritten, recorded, and released.
But as some of you know,this takes a lot of time.
And as the Sound In Marketingpodcast has always been a passion project,
meaning I'm not getting paid, it alwayshas to wait til client work is done.
So please be patient and stay tuned.
Want to stay up to date?
(17:19):
Sign up for the SoundIn Marketing newsletter.
Every month I send out links, updatesand resources to keep you
blissfully blubberingthrough the beautiful bouquet of broccoli.
Okay too far.
Thank you to
everyone who supported the podcast in methus far.
I very much appreciate youand all your feedback, so keep it coming.
(17:40):
For those of you just joining the journey,please send me a hello.
I love to connect with fellowsound lovers.
All contact informationcan be found in the show notes.
Let's make this world of soundmore intriguing, more unique,
and more and more on brand.
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