December 14, 2021 • 12 mins
You made it to episode 100!!
I wanted to write this one in the form of a “What I did on my summer vacation” paper so here goes.
In this 100th episode, I traced the path that led the Sound In Marketing podcast to what it is today- a collection of thoughts, interviews, and musings on sensory marketing, sonic branding, immersive customer experiences, social audio, and AI to name a few.
Thank you to all of you who have supported the podcast so far. I truly appreciate that you enjoy listening and love your feedback and suggestions. There's still so much more to find and discover and teach.
So stay with me because there are plenty more episodes to come.
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/
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.
I cannot believe that I have done this100 times.
As this is the 100th episode.
I tried to figure out how to do itdifferently.
I thought about
bringing on a special guest,but all of my guests have been so special
that just didn't seem any different.
So what I landed on isI wanted to write something
(00:25):
and then read it to you in the styleof a how I spent my summer vacation paper.
The Sound In Marketing podcaststarted way back in May 2019.
To really get a referenceas to how long ago that was.
It was before Covid.
What I knew back then about soundand marketing was very minimal.
(00:46):
A couple of years before that,
I had started to research the topicof sound usage and marketing.
All that I knew at that time
was that what I was learningwas fascinating and so relevant,
and I was absolutely flooredthat no one else seemed
to be reporting about itor even talking about it.
It was so obvious to methat sound was important.
Obviously, seeing as I'm a composer.
(01:07):
So why wasn't that so clear to everybody else?
as proof
that sonic branding and sound in marketingwasn't being explored?
I give you exhibit A, my Google alertnotification that I had set up.
I was only getting alertsmaybe once every other week.
So I started researching
and trying to reporton what I was researching on on my own.
(01:29):
Check out the first 6 or 7 episodes.
They were definitely a work in progress.
I realized really fastthat this stuff was happening
in real time, and one reason that the prosweren't writing and reporting
on this stuff was because they were busy.
So I started inviting them on the show.
I have to give props to Patrick Givens,formerly of VaynerMedia, now of Amazon.
(01:50):
He was the onethat suggested the interviews,
and so of course I started with him.
Once I started reaching out,I realized that I could give a platform
to those who were in the trenches makingsound and audio and sonic branding happen.
From then on, the Sound In Marketing podcastbecame a very selfish thing of mine.
It became my own personal education.
(02:11):
I was gleaning so much informationfrom such a diverse group of people
in all aspects of voice first sonicbranding and audio advertising.
I started making connectionsthrough these connections
that introduced me to even more things.
I was not well versed in, like voiceassistants, conversational AI,
synthetic voice,the importance of diversity
in the development stage,cognitive bias, your mind on sound,
(02:35):
directional sound, sensory marketing,social audio, and the list goes on.
This became far more than justsonic branding, which I kind of knew
would be the case when I started, butnot to the extent that it actually became.
This was not just about music or soundor voice overs or machine learning.
The Sound In Marketing podcastwas about all of it.
(02:58):
Which brings me to where I feelthis podcast is today.
There is so much to sound in marketingthat it can be truly overwhelming.
I get that and so that'swhy season four focused on the what is.
Instead of pretending you get it andnodding your head at just the right times,
and potentially just trusting
that you are throwing your moneyin the right direction.
You can go through the episode titlesand decide.
(03:19):
Today I'm going to explore this.
No one has to know.It'll be our little secret.
I feel thatone of the things about sound in marketing
that is most overlookedby people who understand it is
how to educate the world that doesn'tunderstand sound and marketing.
We can't just spout technical jargonor even statistical information
if our recipient doesn'thave a fundamental grasp of
(03:43):
why sound is so important.
The sound and voice communityneeds to build context and perspective.
That's why I write as much as I canon random topics.
I try to build out thoughts
and examples in a way that peoplecan fit their brand into the scenario.
How does this apply to company Xas opposed to company Y?
That sort of thing?
(04:03):
If you want to check out my Brain musings,you can find the latest on my medium
page.
Both relevant and super obscurethoughts for sure.
That's also why I started my courseSounds Power and Influence in Marketing.
To give those without contextthe fundamentals.
I wanted to put it into perspectiveas a truly innate thing, not just a fad.
Sound is importantbecause it is sensorial.
(04:25):
Sound is us. For more on that.
Check out my course.
As humans,we crave essentially a perspective.
That is how we relate.
That's how we get emotionally invested.
And ultimately that's why we buy stuff.
And sound is just one of the five senses.
A multi sensorial perspectivetruly brings it home
for the consumer / brand relationship.
(04:48):
Think about it.
When was the last time
you bought a dozen eggs that lookedall right but didn't smell right?
You know,from that much sensory information
that it most certainly won't taste right.
So you pass.
What about when you go to a movieand the film looks great,
but something's up with the sound.
Can you just sit there and take it? No.
(05:09):
You turn around and try and figure outhow long you will have to wait before
someone figures outthat there's a problem, or those real
go getters will get up and demand action.
Our brain uses as many sensesas it can to judge
if an experience is deemed good or bad.
Checking off one box may be adequate.
However, the more boxesyou can check, the more certain
(05:31):
your brain will bethat that experience is not only good,
but is acceptableto be experienced over and over.
And so we get to brand equity.
This is just a fancy wordfor the value of your brand.
Brand equity has a lot to dowith your long term brand investment.
Those brandsthat have been around for 50, 60
or 70 years are chock full of equity.
(05:53):
They've invested the time and effort ofgetting to know what their consumers like
and what they're asking for.
If they didn't do that,then they wouldn't have lasted.
Through multiple recessionsand wars and cultural upheavals
and global pandemics, etc., etc., etc.
what these brands learnedis that there is more than just billboards
and selling and marketing spends.
(06:14):
They learned that it is about psychologyand science.
It is about brand experience.
And this brings me to that
immersive customer experiencethat I've been reading so much about.
When we think of those sorts of things,at least for me,
the first thing that pops into my headis virtual reality and movies and 4D.
But when you really break it down,I believe it's more simplistic.
(06:36):
It's not about the technology and gear.
It's about the emotional connection.
It's about experiencing somethingin the most whole way you possibly can.
And how do we perceive whole experiences?
I believe it's through our five senses.
The more sensory interaction we canentertain within a brand experience,
the more immersed our customer will be.
(06:58):
Think about it.
If it sounds, looks,tastes, feels, and smells
good, you've most likely decidedthat it is good.
It's our senses.
Like I said before that determineif something is deemed good or bad for us.
As we find more and more waysto include the senses,
we also run into more avenuesthat can be manipulated and mishandled.
I learned in my sound in marketing studies
(07:19):
that things like conversationalAI and synthetic voice are so brand new
that there are actually no real rulesand guidelines set in place yet.
And because of this,it is ripe for misuse.
Last year,I learned about the Open Voice Network
and how they, along withother organizations, are trying to spread
the word and educate people on properuse of voice technology.
(07:40):
Through my conversationsand relationships,
I learned stories of fraudulent activityon sensitive documents through altered
voice identification, the theft of a voiceover artist intellectual property i.e.
their voice, and the misleadingpublications that are not
necessarily authenticatedthat spreads lies to the public.
And just like any other industryor community, diversity is crucial,
(08:02):
but hardly cultivated as of yetwithin the production of AI technology.
As Noelle Silver puts it, AI
is only as smart and educatedas the developer that trained it.
In her field,
she sees very little diversity,both in cultural and physical capacity.
And that's not just her saying that.
Many of my guests have confirmedthat her story is not isolated.
(08:23):
If we can't find a wayto diversify the workforce
designing these things with diversityintention, how can we be sure
that we are actually addressing issuesimportant to said demographics?
I'm a white female from the suburbs.
I can read all I likeabout what it is to live in Compton,
but I'm still a bystander, a poser.
There's no way I can representwhat South Central wants and needs.
(08:46):
If I'm designing a deviceto improve one's hearing
for someone that is hard of hearing,
shouldn't I have people on my teamthat relate to this need?
I should be getting their perspectives,not just what I think someone with that
limited ability needs.
Moving off of those last two
very sensitive but immensely importanttopics, let's talk about social audio.
Social audio is mostly in the realizationphase, in my opinion.
(09:09):
Right now there's Clubhouse and SpotifyGreenroom, but I foresee it becoming more.
I really don't see sound in marketingas a standalone sort of thing.
Sound should enhance and play along withthe other senses like the visual does.
As I mentioned before, soundshould enhance
and play along with the other senseslike visual does.
Sensorymarketing is most effective and powerful
(09:30):
when as many of the senses are activatedat once as possible.
Obviously that's not always possible,but take it with a grain of salt.
When I use clubhouse, for example,I can't help but stare at the app
when I'm on there.
Although the point is to be hands freeand that the screen is not as important,
but even the user's have incorporateda cross-modal usage on clubhouse
(09:51):
when you're in a room,how many times have you clicked on and off
your mute icon to signify that you agreewith the speaker?
I have.
What about when you're in a big roomand there's so many speakers
that you have to scroll down?
You have to watch the screento look for that subtle, very subtle,
pulsing glow that illuminateswho's speaking.
It's a little bittedious and time consuming.
(10:12):
And there you have it.
Whatever multitasking you may have beendoing at that point has been interrupted.
Little things like that tell me that
the user will never be satisfiedwith a purely audio only app.
Case in pointwhy didn't Amazon stop with the echo?
It was great. I love my echo.
But why is there an Echo Show now?
(10:32):
Because it makes for a more easeof use experience.
We crave options and alternatives,and so the more we can
look at our brand from a sensorial perspective,the better.
In closing, what I found is that the soundmarketing world has exploded
in the past few years with amazinginnovation and clever creative energy.
(10:53):
But it's still nascent.
It still has so much room to grow,and I'm excited that I get to document it.
These past 100 episodes have been
a whirlwind of knowledge for me,and hopefully for you too.
If you haven't already, dig into the pastepisodes
and explore these peopleand the companies that they work for.
If nothing else, I hope that you'velearned through all of these interviews
(11:16):
that there is no one right way to go aboutsonic branding and sound in marketing.
There's no right or wrong,only that it must be explored.
Your brand is different
from that other brandthat's different from that other brand.
Sonic branding and sound inmarketing is limitless.
There are so many creative outletsthat you could explore with sound
that I couldn't even begin to list them.
(11:36):
And that's probably whythis podcast has lasted so long,
and that's probably why I'll be back witheven more information and discoveries.
Because guess what?
This industry has barely begun.
In just a handful of years,I've been paying attention.
It's grown and expandedand innovated multiple times over.
Sound marketing is moving fast, andI want to help every one of you keep up.
(12:00):
So stay tuned.
In 2022,I'll have more exciting information
to help youand your brand make sound on purpose.
Don't forget to subscribeon all the major podcast channels,
share with friends, follow and rate it.
Spread the word because, well,more people should know about this stuff.
I know you know that now.
Let's make this world of
sound more intriguing,more unique, and more and more on brand.
Welcome to the Sound in Marketing podcast.
I cannot believe that I have done this100 times.
As this is the 100th episode.
I tried to figure out how to do itdifferently.
I thought about
bringing on a special guest,but all of my guests have been so special
that just didn't seem any different.
So what I landed on isI wanted to write something
(00:25):
and then read it to you in the styleof a how I spent my summer vacation paper.
The Sound In Marketing podcaststarted way back in May 2019.
To really get a referenceas to how long ago that was.
It was before Covid.
What I knew back then about soundand marketing was very minimal.
(00:46):
A couple of years before that,
I had started to research the topicof sound usage and marketing.
All that I knew at that time
was that what I was learningwas fascinating and so relevant,
and I was absolutely flooredthat no one else seemed
to be reporting about itor even talking about it.
It was so obvious to methat sound was important.
Obviously, seeing as I'm a composer.
(01:07):
So why wasn't that so clear to everybody else?
as proof
that sonic branding and sound in marketingwasn't being explored?
I give you exhibit A, my Google alertnotification that I had set up.
I was only getting alertsmaybe once every other week.
So I started researching
and trying to reporton what I was researching on on my own.
(01:29):
Check out the first 6 or 7 episodes.
They were definitely a work in progress.
I realized really fastthat this stuff was happening
in real time, and one reason that the prosweren't writing and reporting
on this stuff was because they were busy.
So I started inviting them on the show.
I have to give props to Patrick Givens,formerly of VaynerMedia, now of Amazon.
(01:50):
He was the onethat suggested the interviews,
and so of course I started with him.
Once I started reaching out,I realized that I could give a platform
to those who were in the trenches makingsound and audio and sonic branding happen.
From then on, the Sound In Marketing podcastbecame a very selfish thing of mine.
It became my own personal education.
(02:11):
I was gleaning so much informationfrom such a diverse group of people
in all aspects of voice first sonicbranding and audio advertising.
I started making connectionsthrough these connections
that introduced me to even more things.
I was not well versed in, like voiceassistants, conversational AI,
synthetic voice,the importance of diversity
in the development stage,cognitive bias, your mind on sound,
(02:35):
directional sound, sensory marketing,social audio, and the list goes on.
This became far more than justsonic branding, which I kind of knew
would be the case when I started, butnot to the extent that it actually became.
This was not just about music or soundor voice overs or machine learning.
The Sound In Marketing podcastwas about all of it.
(02:58):
Which brings me to where I feelthis podcast is today.
There is so much to sound in marketingthat it can be truly overwhelming.
I get that and so that'swhy season four focused on the what is.
Instead of pretending you get it andnodding your head at just the right times,
and potentially just trusting
that you are throwing your moneyin the right direction.
You can go through the episode titlesand decide.
(03:19):
Today I'm going to explore this.
No one has to know.It'll be our little secret.
I feel thatone of the things about sound in marketing
that is most overlookedby people who understand it is
how to educate the world that doesn'tunderstand sound and marketing.
We can't just spout technical jargonor even statistical information
if our recipient doesn'thave a fundamental grasp of
(03:43):
why sound is so important.
The sound and voice communityneeds to build context and perspective.
That's why I write as much as I canon random topics.
I try to build out thoughts
and examples in a way that peoplecan fit their brand into the scenario.
How does this apply to company Xas opposed to company Y?
That sort of thing?
(04:03):
If you want to check out my Brain musings,you can find the latest on my medium
page.
Both relevant and super obscurethoughts for sure.
That's also why I started my courseSounds Power and Influence in Marketing.
To give those without contextthe fundamentals.
I wanted to put it into perspectiveas a truly innate thing, not just a fad.
Sound is importantbecause it is sensorial.
(04:25):
Sound is us. For more on that.
Check out my course.
As humans,we crave essentially a perspective.
That is how we relate.
That's how we get emotionally invested.
And ultimately that's why we buy stuff.
And sound is just one of the five senses.
A multi sensorial perspectivetruly brings it home
for the consumer / brand relationship.
(04:48):
Think about it.
When was the last time
you bought a dozen eggs that lookedall right but didn't smell right?
You know,from that much sensory information
that it most certainly won't taste right.
So you pass.
What about when you go to a movieand the film looks great,
but something's up with the sound.
Can you just sit there and take it? No.
(05:09):
You turn around and try and figure outhow long you will have to wait before
someone figures outthat there's a problem, or those real
go getters will get up and demand action.
Our brain uses as many sensesas it can to judge
if an experience is deemed good or bad.
Checking off one box may be adequate.
However, the more boxesyou can check, the more certain
(05:31):
your brain will bethat that experience is not only good,
but is acceptableto be experienced over and over.
And so we get to brand equity.
This is just a fancy wordfor the value of your brand.
Brand equity has a lot to dowith your long term brand investment.
Those brandsthat have been around for 50, 60
or 70 years are chock full of equity.
(05:53):
They've invested the time and effort ofgetting to know what their consumers like
and what they're asking for.
If they didn't do that,then they wouldn't have lasted.
Through multiple recessionsand wars and cultural upheavals
and global pandemics, etc., etc., etc.
what these brands learnedis that there is more than just billboards
and selling and marketing spends.
(06:14):
They learned that it is about psychologyand science.
It is about brand experience.
And this brings me to that
immersive customer experiencethat I've been reading so much about.
When we think of those sorts of things,at least for me,
the first thing that pops into my headis virtual reality and movies and 4D.
But when you really break it down,I believe it's more simplistic.
(06:36):
It's not about the technology and gear.
It's about the emotional connection.
It's about experiencing somethingin the most whole way you possibly can.
And how do we perceive whole experiences?
I believe it's through our five senses.
The more sensory interaction we canentertain within a brand experience,
the more immersed our customer will be.
(06:58):
Think about it.
If it sounds, looks,tastes, feels, and smells
good, you've most likely decidedthat it is good.
It's our senses.
Like I said before that determineif something is deemed good or bad for us.
As we find more and more waysto include the senses,
we also run into more avenuesthat can be manipulated and mishandled.
I learned in my sound in marketing studies
(07:19):
that things like conversationalAI and synthetic voice are so brand new
that there are actually no real rulesand guidelines set in place yet.
And because of this,it is ripe for misuse.
Last year,I learned about the Open Voice Network
and how they, along withother organizations, are trying to spread
the word and educate people on properuse of voice technology.
(07:40):
Through my conversationsand relationships,
I learned stories of fraudulent activityon sensitive documents through altered
voice identification, the theft of a voiceover artist intellectual property i.e.
their voice, and the misleadingpublications that are not
necessarily authenticatedthat spreads lies to the public.
And just like any other industryor community, diversity is crucial,
(08:02):
but hardly cultivated as of yetwithin the production of AI technology.
As Noelle Silver puts it, AI
is only as smart and educatedas the developer that trained it.
In her field,
she sees very little diversity,both in cultural and physical capacity.
And that's not just her saying that.
Many of my guests have confirmedthat her story is not isolated.
(08:23):
If we can't find a wayto diversify the workforce
designing these things with diversityintention, how can we be sure
that we are actually addressing issuesimportant to said demographics?
I'm a white female from the suburbs.
I can read all I likeabout what it is to live in Compton,
but I'm still a bystander, a poser.
There's no way I can representwhat South Central wants and needs.
(08:46):
If I'm designing a deviceto improve one's hearing
for someone that is hard of hearing,
shouldn't I have people on my teamthat relate to this need?
I should be getting their perspectives,not just what I think someone with that
limited ability needs.
Moving off of those last two
very sensitive but immensely importanttopics, let's talk about social audio.
Social audio is mostly in the realizationphase, in my opinion.
(09:09):
Right now there's Clubhouse and SpotifyGreenroom, but I foresee it becoming more.
I really don't see sound in marketingas a standalone sort of thing.
Sound should enhance and play along withthe other senses like the visual does.
As I mentioned before, soundshould enhance
and play along with the other senseslike visual does.
Sensorymarketing is most effective and powerful
(09:30):
when as many of the senses are activatedat once as possible.
Obviously that's not always possible,but take it with a grain of salt.
When I use clubhouse, for example,I can't help but stare at the app
when I'm on there.
Although the point is to be hands freeand that the screen is not as important,
but even the user's have incorporateda cross-modal usage on clubhouse
(09:51):
when you're in a room,how many times have you clicked on and off
your mute icon to signify that you agreewith the speaker?
I have.
What about when you're in a big roomand there's so many speakers
that you have to scroll down?
You have to watch the screento look for that subtle, very subtle,
pulsing glow that illuminateswho's speaking.
It's a little bittedious and time consuming.
(10:12):
And there you have it.
Whatever multitasking you may have beendoing at that point has been interrupted.
Little things like that tell me that
the user will never be satisfiedwith a purely audio only app.
Case in pointwhy didn't Amazon stop with the echo?
It was great. I love my echo.
But why is there an Echo Show now?
(10:32):
Because it makes for a more easeof use experience.
We crave options and alternatives,and so the more we can
look at our brand from a sensorial perspective,the better.
In closing, what I found is that the soundmarketing world has exploded
in the past few years with amazinginnovation and clever creative energy.
(10:53):
But it's still nascent.
It still has so much room to grow,and I'm excited that I get to document it.
These past 100 episodes have been
a whirlwind of knowledge for me,and hopefully for you too.
If you haven't already, dig into the pastepisodes
and explore these peopleand the companies that they work for.
If nothing else, I hope that you'velearned through all of these interviews
(11:16):
that there is no one right way to go aboutsonic branding and sound in marketing.
There's no right or wrong,only that it must be explored.
Your brand is different
from that other brandthat's different from that other brand.
Sonic branding and sound inmarketing is limitless.
There are so many creative outletsthat you could explore with sound
that I couldn't even begin to list them.
(11:36):
And that's probably whythis podcast has lasted so long,
and that's probably why I'll be back witheven more information and discoveries.
Because guess what?
This industry has barely begun.
In just a handful of years,I've been paying attention.
It's grown and expandedand innovated multiple times over.
Sound marketing is moving fast, andI want to help every one of you keep up.
(12:00):
So stay tuned.
In 2022,I'll have more exciting information
to help youand your brand make sound on purpose.
Don't forget to subscribeon all the major podcast channels,
share with friends, follow and rate it.
Spread the word because, well,more people should know about this stuff.
I know you know that now.
Let's make this world of
sound more intriguing,more unique, and more and more on brand.
Popular Podcasts
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
24/7 News: The Latest
The latest news in 4 minutes updated every hour, every day.
Therapy Gecko
An unlicensed lizard psychologist travels the universe talking to strangers about absolutely nothing. TO CALL THE GECKO: follow me on https://www.twitch.tv/lyleforever to get a notification for when I am taking calls. I am usually live Mondays, Wednesdays, and Fridays but lately a lot of other times too. I am a gecko.