September 19, 2023 • 14 mins
Sound in the shopping experience helps create trust between company and customer. It’s about building long-term ROI with customers who will return again and again. Sound matters.
Thank you to my guests Matt Houghton: Director of Digital and Integrated Marketing at Interac Corp. and Val Fleur: Head of Strategy and Managing Director of Sixième Son Canada for their great insights on the world of sound in the shopping experience.
Check out Sixième Son's write-up on the project here.
Special thanks also to Artlist for the SFX and music by Ziv Moran Hawkins and the Jerusalem Symphony Orchestra of Artlist. To see my research sources, follow the links: https://www.academia.edu/57369350/Using_Background_Music_to_Affect_the_Behavior_of_Supermarket_Shoppers
https://www.acousticbulletin.com/noise-in-shopping-centres
---
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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.
(00:03):
Welcometo the Sound In Marketing Podcast.
I'm your host,Jeanna Isham, owner and founder
of Dreamr Productionsand Sound in Marketing Learning.
I create, consult and educate
individuals and brandson the power of sound in marketing.
The Sound In Marketing Podcast existsas a resource for those wanting to up
their marketing game exponentially,by simply thinking a little differently.
(00:27):
My real heart is focusing on my fellowsmall to medium sized businesses,
and the potential sound strategyhas for their brand marketing.
Sound can give that extra boostneeded to effectively compete
with bigger business competitors,
especially within the newnessof sensorial marketing.
Everyone will figure this out eventually.
(00:47):
Hopefully this podcast helpsyou get ahead of the crowd.
If the content in these episodesinspire ideas for your company,
don't hesitate to give me a call.
Dreamr Productionshelps brands make sound on purpose.
We'd love to help you too.
Now on to the show.
In this episode, we'll be talking aboutsound in the shopping experience.
(01:09):
Have you ever noticed the musicwhile you were shopping?
Any kind of shopping?
Just think about it.
What music was or wasn't playing?
How did it make you feel?
Or if you didn't realize it in the moment?
How does it make you feel now?
What we listen to while shopping mattersand it affects our experience.
(01:29):
Whether you have ever been aware of itor not.
Music matters.
For example,when you are at an Italian restaurant,
you expect to hear Italian music.
Is it because Italian food
can only exist paired with Italian music?
Of course not.
Hearing Italian musicwith Italian food just feels right.
(01:52):
It creates a more sincere connectionto what you are doing at that moment.
Eating Italian food.
What about at the grocery store?
In 1982, RonaldE Milliman did a study on the effect
of background music on the behaviorof shoppers in supermarkets.
The result? When music was slowed down,
(02:13):
people moved slower
and higher sales were reported.
When the music sped up.
People moved faster and sales decreased.
What about a mall?
Step back into the 90sor even pre 2020 for just a second.
(02:33):
And remember thatthat used to be the place to hang out.
There were always a ton of peopleloitering around
and tons of thingshappening simultaneously.
However,other than buying a pretzel at Wetzel's
Pretzels or an Orange Julius man,I miss those.
There wasn't a lot of buying happening,
(02:55):
but there was a lot of sound.
It was loudand it was chaotic and distracting.
The cacophony of it alladded to the overwhelming nature of a big
shopping mall.
What little money I might havehad at that time.
Babysitting moneydidn't stretch terribly far.
(03:16):
Needed to be strategically spentto stretch as far as it could.
It was hard to decidewith all the choices, what was the right
spend to spend.
I would either window
shop the whole time or leavewith a few pennies left in my pocket.
The noise only confused me,as it was as scattered as the plethora
of goods being served.
(03:38):
What if retailers
had realizedwhat some businesses are realizing now,
that being more mindful of the musicthey played and the sounds they made in
their shops could better determinehow much revenue
they could make that day or weekor month or year.
I decided to get an opinion on thisfrom the Financial District.
(03:58):
My name is Matt Houghton.
I'm the director of digital and integratedmarketing for Interac Corporation.
Interac partneredwith the sonic branding agency Sixième Son
to explore how soundcould make a difference in spending.
I'm Val Fleur.
I'm the managing directorand head of strategy for Sixième Canada.
Basically, what we do at Sixième iswe develop sonic ecosystem for brands
(04:20):
to ensure that through sound and musicand through voice,
we can build their attributionawareness and create more impact.
This was no ordinary pairing.
Although Interac is about making money.
Their overarching missionhas a bit more heart to it.
Interac’s
Mission is to create value exchangeamong Canadians.
(04:41):
Interac came to life through the leadingCanadian financial institutions
to offer universal solutionfor debit payment products.
We touched the lives of pretty muchevery Canadian on an almost daily basis.
They're using Interac for debit,or if they're sending money
through E-transfer, they're using Interac.
They most recently used music
to do a very counterintuitiveand counter-cultural thing.
(05:05):
Matt, along with his team,partnered with Sixième Son to create a
curated music playlist to be more mindfulwhile they were spending.
Our brand platform is about
when you're in control of your money,you get more out of life.
I remember when you came upand said, can you create a track
that would allow
(05:26):
people to spend more mindfully?
We thought the challenge was super, super
interestingand also doing studies over the years.
It was a good way for us to goback and say, hey, what are the factors
music wise,that are affecting our purchase behaviors?
We started to collect those studiesand build our own roadmap
(05:47):
to start composing thisthis sound shopping track. (music playing)
(06:07):
We have worked previously(music playing)
with the team at Sixième Sonto create a sonic identity for our brand, (music playing)
and through that relationship,I think it's just exposed us as a team (music playing)
and enlightened us moreabout the role of sound (music playing)
and the role of music,and what that can mean for a brand. (music playing)
The music you hear in stores(music playing)
is scientifically created to makeyou spend money. (music playing)
(06:30):
Our payment products and servicesare based on using your own money. (music playing)
It's debits and e-transfer.(music playing)
It's not about credit.(music playing)
It's about the feeling of confidencethat you get (music playing)
from that empowerment of being in control.(music playing)
And it might seem really odd for a companythat makes its money (music playing)
when people pay for thingsthat we would have that message, (music playing)
(06:51):
but it really comes from a genuine place,(music playing)
and that's reallywhere the idea came from. (music playing)
Wanting to helppeople be mindful of how they spend (music playing)
and how they shop,and then starting to understand (music playing)
that these shopping experiences are oftenjust the opposite of that. (music playing)
Music that's engineeredto make you be impulsive. (music playing)
(07:13):
Being(music playing)
mindful of our spending is not somethingwe're really taught. (music playing)
Phrases I'm familiar with are‘you deserve this’, and ‘do what feels good’. (music playing)
Neither of these are really helpfulwhen you are on a budget, (music playing)
which is or should be all of usall the time. (music playing)
What Interac and Sixième Soncreated was a loopable track (music playing)
(07:33):
that the user listenedto through headphones as they shopped. (music playing)
The intention was to slow them down(music playing)
and be more mindfuland aware of what they were doing. (music playing)
We commissioned some studies with itso that we could really feel confident (music playing)
that this was tangible,and it was having an effect on people. (music playing)
We did a test groupwhere people were listening to the track (music playing)
(07:53):
that Val and the team made for us, versuslistening to type of music (music playing)
you would hear in the store,and the results were extraordinary. (music playing)
98% of peoplefelt good about their purchases. (music playing)
They were reporting they were three timesmore likely to feel calm (music playing)
while they shopped,when they listened to it. (music playing)
People were showing real interestin wanting these kind of tools. (music playing)
(08:15):
Shoppers that were aged between 25 to 34(music playing)
spend 38% lesswhile listening to the track. (music playing)
To me, that's quite striking.(music playing)
I mean, they felt calm(music playing)
because when you listen to the track, it'scalmer, it's not super upbeat. (music playing)
It's a great contrastto those popular tracks, (music playing)
with most of the time haveactually a negative effect on people. (music playing)
It felt good doing thisproject and, you know, making something (music playing)
(08:38):
that we genuinely thought could reallyhelp people if they took advantage of it. (music playing)
So that's what was really interestingwas the stability. (music playing)
I think that it gave people the sort ofthe general calm and peace of mind. (music playing)
It gave them to just make the decisionsthat were right for them. (music playing)
Our world is fast.(music playing)
It's important to slow down and be awareof what we are doing once in a while. (music playing)
In order to ensure that we are actuallyliving the life worth living. (music playing)
(09:03):
I think anyone in marketing(music playing)
for sure recognizesauthenticity is job one. (music playing)
There's so many examples of how to do thatwrong a lot recently, (music playing)
and I think especiallywhen you start to intersect with values (music playing)
and what your brand may stand forand what you represent. (music playing)
And there's some real cautionary tales inthe world of marketing and large brands. (music playing)
(09:25):
Personally,any brand that helps me to be mindful (music playing)
of my money wins my business every time.(music playing)
And you better believe I'll stickwith them as they stuck with me. (music playing)
Whenever a brand genuinely cares.(music playing)
They are setting themselves apartin a very good way. (music playing)
Payments are transactionand there's such a coldness to that. (music playing)
We really feelthat there has to be more to it than that. (music playing)
(09:50):
Better business is not just about ‘buymy stuff’. (music playing)
It's about serving the consumerand the community with what (music playing)
they actually need, rather than whatyou want them to need. (music playing)
In the long run.(music playing)
This service drives better long termsales. (music playing)
It's a bit of an ethos ofwith the best light (music playing)
you can afford,and I really personally aligned with that. (music playing)
(10:11):
Life is rich with experiencesand meaningful interactions (music playing)
and being in service to othersand really living a life of value. (music playing)
I feel like that's what we're missingsometime in this society in general. (music playing)
We are striving for more efficiencyand more speed (music playing)
and everything to be super seamless.(music playing)
But we also know thatwhen you spend wisely, (music playing)
when you spend meaningfully,there's a real payoff to that. (music playing)
(10:32):
And it helpsyou feel good and feel confident. (music playing)
And you know the role of musicin that equation. (music playing)
It's really cool.(music playing)
And it wasn't for us just about, hey,let's make this crazy song with Sixième Son. (music playing)
Although I will say, as a marketer,it's like been by far (music playing)
the most unique project I've worked on.(music playing)
Sound matters. In one study,just lowering the volume (music playing)
(10:54):
of the music in grocery stores increasedthe feeling of relaxation in shoppers (music playing)
and resulted in an increaseof healthier food purchases. (music playing)
The higher the volume of the music,the higher the customer's excitement (music playing)
and agitation grew.(music playing)
This resulted in moreunhealthy food purchases. (music playing)
If shoppers are swayed by healthyand unhealthy choices, couldn't (music playing)
(11:16):
they also be swayed into making goodand bad purchasing decisions in general? (music playing)
Genuinely being active and investedin the category of financial literacy (music playing)
and financial confidence,I think that's important. (music playing)
So we're making that connectionfor people with sound shopping. (music playing)
The track is a great example of that.(music playing)
Authenticity comes in all forms.(music playing)
(11:37):
Authentic sound is just a partof the bigger puzzle of sincere marketing. (music playing)
Another real factorin creating that purposeful (music playing)
sound for your companyis that marketing is changing. (music playing)
The world is changing.(music playing)
Our world is very, very saturated visually.(music playing)
It's important to start engagingin different ways with our audiences. (music playing)
I’m bummed to see CEO’s who(music playing)
don't understand the power of soundand the power of that emotional engagement (music playing)
(12:00):
that I think brands(music playing)
need to create a different aspirationand different relationship. (music playing)
We need to find different waysto engage and talk (music playing)
and feel understoodand clearly understood. (music playing)
And it goes back to proof points.(music playing)
It's something to say what you want to door what you stand for, (music playing)
but it's better to give your clientsreal tools (music playing)
(12:23):
that would allow themto experience the brand for real. (music playing)
And typically, the sound shoppingtrack is exactly as you know. (music playing)
This is who I am.This is my brand positioning. (music playing)
I want you to feel in control.(music playing)
But now here is a track that was tailormade for you (music playing)
to actually live our brand platform.(music playing)
And that's again, very unique.(music playing)
(12:44):
The world of marketing is biggernow than it was 30 and 40 years ago. (music playing)
The platforms available to us(music playing)
and the means of communication outthere is staggering. (music playing)
Now is the time to find new waysto relate and connect to our consumers. (music playing)
I think everyone understandsthe visual elements of a brand, (music playing)
the tonal elements of what you sayand how you sound, (music playing)
and the consistency of language and words,but the whole layer of sound (music playing)
(13:08):
and sonic on top ofthat is so meaningful for (music playing)
how you resonate, how you're familiar,what you mean to an audience. (music playing)
It's just been such a cooland enlightening experience (music playing)
working with the team at Sixième Son to do this,and then extend that into a project (music playing)
like Sound Shopping.We have the perfect partner.
Thank you to my
guests, Matt Houghton of Interacand Val Fleur of Sixième Son
(13:31):
for their great insights on the worldof sound in the shopping experience.
Also, thank youfor sharing your lovely music track
that we've been enjoying in the backgroundthroughout this episode.
Special thanks also to ArtListfor the sound effects and music examples.
Did you like what you heard?
Great!
Leave a review,tell a friend and spread the word.
(13:51):
More people should know about this stuff.
I know you know that now.
Want to exploreyour sound strategy further?
I would love to help.
Send me an email at Jeanna@DreamrProductions.com, and we can continue this
off platform. For further resources,learning and content.
Check out Sound In MarketingLearning for your one stop sound shop.
All links will be provided in the show.
(14:13):
Notes.
Let's make this world of sound more intriguing, more unique, and more
and more on brand.
Welcometo the Sound In Marketing Podcast.
I'm your host,Jeanna Isham, owner and founder
of Dreamr Productionsand Sound in Marketing Learning.
I create, consult and educate
individuals and brandson the power of sound in marketing.
The Sound In Marketing Podcast existsas a resource for those wanting to up
their marketing game exponentially,by simply thinking a little differently.
(00:27):
My real heart is focusing on my fellowsmall to medium sized businesses,
and the potential sound strategyhas for their brand marketing.
Sound can give that extra boostneeded to effectively compete
with bigger business competitors,
especially within the newnessof sensorial marketing.
Everyone will figure this out eventually.
(00:47):
Hopefully this podcast helpsyou get ahead of the crowd.
If the content in these episodesinspire ideas for your company,
don't hesitate to give me a call.
Dreamr Productionshelps brands make sound on purpose.
We'd love to help you too.
Now on to the show.
In this episode, we'll be talking aboutsound in the shopping experience.
(01:09):
Have you ever noticed the musicwhile you were shopping?
Any kind of shopping?
Just think about it.
What music was or wasn't playing?
How did it make you feel?
Or if you didn't realize it in the moment?
How does it make you feel now?
What we listen to while shopping mattersand it affects our experience.
(01:29):
Whether you have ever been aware of itor not.
Music matters.
For example,when you are at an Italian restaurant,
you expect to hear Italian music.
Is it because Italian food
can only exist paired with Italian music?
Of course not.
Hearing Italian musicwith Italian food just feels right.
(01:52):
It creates a more sincere connectionto what you are doing at that moment.
Eating Italian food.
What about at the grocery store?
In 1982, RonaldE Milliman did a study on the effect
of background music on the behaviorof shoppers in supermarkets.
The result? When music was slowed down,
(02:13):
people moved slower
and higher sales were reported.
When the music sped up.
People moved faster and sales decreased.
What about a mall?
Step back into the 90sor even pre 2020 for just a second.
(02:33):
And remember thatthat used to be the place to hang out.
There were always a ton of peopleloitering around
and tons of thingshappening simultaneously.
However,other than buying a pretzel at Wetzel's
Pretzels or an Orange Julius man,I miss those.
There wasn't a lot of buying happening,
(02:55):
but there was a lot of sound.
It was loudand it was chaotic and distracting.
The cacophony of it alladded to the overwhelming nature of a big
shopping mall.
What little money I might havehad at that time.
Babysitting moneydidn't stretch terribly far.
(03:16):
Needed to be strategically spentto stretch as far as it could.
It was hard to decidewith all the choices, what was the right
spend to spend.
I would either window
shop the whole time or leavewith a few pennies left in my pocket.
The noise only confused me,as it was as scattered as the plethora
of goods being served.
(03:38):
What if retailers
had realizedwhat some businesses are realizing now,
that being more mindful of the musicthey played and the sounds they made in
their shops could better determinehow much revenue
they could make that day or weekor month or year.
I decided to get an opinion on thisfrom the Financial District.
(03:58):
My name is Matt Houghton.
I'm the director of digital and integratedmarketing for Interac Corporation.
Interac partneredwith the sonic branding agency Sixième Son
to explore how soundcould make a difference in spending.
I'm Val Fleur.
I'm the managing directorand head of strategy for Sixième Canada.
Basically, what we do at Sixième iswe develop sonic ecosystem for brands
(04:20):
to ensure that through sound and musicand through voice,
we can build their attributionawareness and create more impact.
This was no ordinary pairing.
Although Interac is about making money.
Their overarching missionhas a bit more heart to it.
Interac’s
Mission is to create value exchangeamong Canadians.
(04:41):
Interac came to life through the leadingCanadian financial institutions
to offer universal solutionfor debit payment products.
We touched the lives of pretty muchevery Canadian on an almost daily basis.
They're using Interac for debit,or if they're sending money
through E-transfer, they're using Interac.
They most recently used music
to do a very counterintuitiveand counter-cultural thing.
(05:05):
Matt, along with his team,partnered with Sixième Son to create a
curated music playlist to be more mindfulwhile they were spending.
Our brand platform is about
when you're in control of your money,you get more out of life.
I remember when you came upand said, can you create a track
that would allow
(05:26):
people to spend more mindfully?
We thought the challenge was super, super
interestingand also doing studies over the years.
It was a good way for us to goback and say, hey, what are the factors
music wise,that are affecting our purchase behaviors?
We started to collect those studiesand build our own roadmap
(05:47):
to start composing thisthis sound shopping track. (music playing)
(06:07):
We have worked previously(music playing)
with the team at Sixième Sonto create a sonic identity for our brand, (music playing)
and through that relationship,I think it's just exposed us as a team (music playing)
and enlightened us moreabout the role of sound (music playing)
and the role of music,and what that can mean for a brand. (music playing)
The music you hear in stores(music playing)
is scientifically created to makeyou spend money. (music playing)
(06:30):
Our payment products and servicesare based on using your own money. (music playing)
It's debits and e-transfer.(music playing)
It's not about credit.(music playing)
It's about the feeling of confidencethat you get (music playing)
from that empowerment of being in control.(music playing)
And it might seem really odd for a companythat makes its money (music playing)
when people pay for thingsthat we would have that message, (music playing)
(06:51):
but it really comes from a genuine place,(music playing)
and that's reallywhere the idea came from. (music playing)
Wanting to helppeople be mindful of how they spend (music playing)
and how they shop,and then starting to understand (music playing)
that these shopping experiences are oftenjust the opposite of that. (music playing)
Music that's engineeredto make you be impulsive. (music playing)
(07:13):
Being(music playing)
mindful of our spending is not somethingwe're really taught. (music playing)
Phrases I'm familiar with are‘you deserve this’, and ‘do what feels good’. (music playing)
Neither of these are really helpfulwhen you are on a budget, (music playing)
which is or should be all of usall the time. (music playing)
What Interac and Sixième Soncreated was a loopable track (music playing)
(07:33):
that the user listenedto through headphones as they shopped. (music playing)
The intention was to slow them down(music playing)
and be more mindfuland aware of what they were doing. (music playing)
We commissioned some studies with itso that we could really feel confident (music playing)
that this was tangible,and it was having an effect on people. (music playing)
We did a test groupwhere people were listening to the track (music playing)
(07:53):
that Val and the team made for us, versuslistening to type of music (music playing)
you would hear in the store,and the results were extraordinary. (music playing)
98% of peoplefelt good about their purchases. (music playing)
They were reporting they were three timesmore likely to feel calm (music playing)
while they shopped,when they listened to it. (music playing)
People were showing real interestin wanting these kind of tools. (music playing)
(08:15):
Shoppers that were aged between 25 to 34(music playing)
spend 38% lesswhile listening to the track. (music playing)
To me, that's quite striking.(music playing)
I mean, they felt calm(music playing)
because when you listen to the track, it'scalmer, it's not super upbeat. (music playing)
It's a great contrastto those popular tracks, (music playing)
with most of the time haveactually a negative effect on people. (music playing)
It felt good doing thisproject and, you know, making something (music playing)
(08:38):
that we genuinely thought could reallyhelp people if they took advantage of it. (music playing)
So that's what was really interestingwas the stability. (music playing)
I think that it gave people the sort ofthe general calm and peace of mind. (music playing)
It gave them to just make the decisionsthat were right for them. (music playing)
Our world is fast.(music playing)
It's important to slow down and be awareof what we are doing once in a while. (music playing)
In order to ensure that we are actuallyliving the life worth living. (music playing)
(09:03):
I think anyone in marketing(music playing)
for sure recognizesauthenticity is job one. (music playing)
There's so many examples of how to do thatwrong a lot recently, (music playing)
and I think especiallywhen you start to intersect with values (music playing)
and what your brand may stand forand what you represent. (music playing)
And there's some real cautionary tales inthe world of marketing and large brands. (music playing)
(09:25):
Personally,any brand that helps me to be mindful (music playing)
of my money wins my business every time.(music playing)
And you better believe I'll stickwith them as they stuck with me. (music playing)
Whenever a brand genuinely cares.(music playing)
They are setting themselves apartin a very good way. (music playing)
Payments are transactionand there's such a coldness to that. (music playing)
We really feelthat there has to be more to it than that. (music playing)
(09:50):
Better business is not just about ‘buymy stuff’. (music playing)
It's about serving the consumerand the community with what (music playing)
they actually need, rather than whatyou want them to need. (music playing)
In the long run.(music playing)
This service drives better long termsales. (music playing)
It's a bit of an ethos ofwith the best light (music playing)
you can afford,and I really personally aligned with that. (music playing)
(10:11):
Life is rich with experiencesand meaningful interactions (music playing)
and being in service to othersand really living a life of value. (music playing)
I feel like that's what we're missingsometime in this society in general. (music playing)
We are striving for more efficiencyand more speed (music playing)
and everything to be super seamless.(music playing)
But we also know thatwhen you spend wisely, (music playing)
when you spend meaningfully,there's a real payoff to that. (music playing)
(10:32):
And it helpsyou feel good and feel confident. (music playing)
And you know the role of musicin that equation. (music playing)
It's really cool.(music playing)
And it wasn't for us just about, hey,let's make this crazy song with Sixième Son. (music playing)
Although I will say, as a marketer,it's like been by far (music playing)
the most unique project I've worked on.(music playing)
Sound matters. In one study,just lowering the volume (music playing)
(10:54):
of the music in grocery stores increasedthe feeling of relaxation in shoppers (music playing)
and resulted in an increaseof healthier food purchases. (music playing)
The higher the volume of the music,the higher the customer's excitement (music playing)
and agitation grew.(music playing)
This resulted in moreunhealthy food purchases. (music playing)
If shoppers are swayed by healthyand unhealthy choices, couldn't (music playing)
(11:16):
they also be swayed into making goodand bad purchasing decisions in general? (music playing)
Genuinely being active and investedin the category of financial literacy (music playing)
and financial confidence,I think that's important. (music playing)
So we're making that connectionfor people with sound shopping. (music playing)
The track is a great example of that.(music playing)
Authenticity comes in all forms.(music playing)
(11:37):
Authentic sound is just a partof the bigger puzzle of sincere marketing. (music playing)
Another real factorin creating that purposeful (music playing)
sound for your companyis that marketing is changing. (music playing)
The world is changing.(music playing)
Our world is very, very saturated visually.(music playing)
It's important to start engagingin different ways with our audiences. (music playing)
I’m bummed to see CEO’s who(music playing)
don't understand the power of soundand the power of that emotional engagement (music playing)
(12:00):
that I think brands(music playing)
need to create a different aspirationand different relationship. (music playing)
We need to find different waysto engage and talk (music playing)
and feel understoodand clearly understood. (music playing)
And it goes back to proof points.(music playing)
It's something to say what you want to door what you stand for, (music playing)
but it's better to give your clientsreal tools (music playing)
(12:23):
that would allow themto experience the brand for real. (music playing)
And typically, the sound shoppingtrack is exactly as you know. (music playing)
This is who I am.This is my brand positioning. (music playing)
I want you to feel in control.(music playing)
But now here is a track that was tailormade for you (music playing)
to actually live our brand platform.(music playing)
And that's again, very unique.(music playing)
(12:44):
The world of marketing is biggernow than it was 30 and 40 years ago. (music playing)
The platforms available to us(music playing)
and the means of communication outthere is staggering. (music playing)
Now is the time to find new waysto relate and connect to our consumers. (music playing)
I think everyone understandsthe visual elements of a brand, (music playing)
the tonal elements of what you sayand how you sound, (music playing)
and the consistency of language and words,but the whole layer of sound (music playing)
(13:08):
and sonic on top ofthat is so meaningful for (music playing)
how you resonate, how you're familiar,what you mean to an audience. (music playing)
It's just been such a cooland enlightening experience (music playing)
working with the team at Sixième Son to do this,and then extend that into a project (music playing)
like Sound Shopping.We have the perfect partner.
Thank you to my
guests, Matt Houghton of Interacand Val Fleur of Sixième Son
(13:31):
for their great insights on the worldof sound in the shopping experience.
Also, thank youfor sharing your lovely music track
that we've been enjoying in the backgroundthroughout this episode.
Special thanks also to ArtListfor the sound effects and music examples.
Did you like what you heard?
Great!
Leave a review,tell a friend and spread the word.
(13:51):
More people should know about this stuff.
I know you know that now.
Want to exploreyour sound strategy further?
I would love to help.
Send me an email at Jeanna@DreamrProductions.com, and we can continue this
off platform. For further resources,learning and content.
Check out Sound In MarketingLearning for your one stop sound shop.
All links will be provided in the show.
(14:13):
Notes.
Let's make this world of sound more intriguing, more unique, and more
and more on brand.
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