• Search

• Follow

  

• Categories

  • Branding
  • Design
  • Marketing
  • Message
  • Music
  • Scent
  • Uncategorized
  • Video

• Sensory Branding Statistics

  • 91% of retail customers surveyed say music has an effect on their behavior while shopping. (The Gallup Organization)
  • 89% of people feel in-store television is an easy way to learn about new products. (Guideline Ad Awareness Recall Study)
  • 80% of customers say on-site messaging influences their buying decision. (Point-of-Purchase Advertising Institute)
  • 84% of people in the study said they were more likely to buy...in a scented room. (Smell and Taste Research Foundation)

Creating a “Buying” Environment

The following post was contributed by DMX music designer Michael Griffin.

There have been a lot of studies done to find out what kind of music makes people buy more. It’s called “stimulus progression” and it’s a bunch of psycho-babble as far as how they got to that, but it is a well-known factor by now. It’s usually related to energy and tempo. The music playing at certain times of the day is part of it as well. For example, usually after lunch people are a little sluggish, so in that case you want to play something energetic.

There are certain elements that will fill certain holes across all lines and it’s usually related to energy. Genre plays a role, but it’s more energy as far as controlling the mood and things like that. It’s the energy that stimulates people to take action.

There are genres and tempos that elicit certain emotions for the listener. For instance, if it’s after a hectic period during the day at a store, maybe you can play some relaxing jazz or smooth jazz. There, you’re dealing with both a genre and tempo. Certain genres elicit emotions from people like indie rock alternative and high energy dance that usually pumps them up. Where you’ve got jazz or electronic trip hop kind of thing, you’ve got a more sophisticated, relaxed kind of groove both in tempo and style.

Demographics are an important element as well, for example, in how we use instrumentals versus lyrics. Usually the younger demographic is into lyrics, so we use that more dominantly. Instrumentals are used as well, and if they’re used correctly, they’re used to create a dynamic with the vocals. Instrumentals may feature more prominently for an older demographic depending on the environment and client, but there’s no hard and fast rule.

What it all ultimately comes down to is creating an environment your demographic wants to spend time in, an environment they identify with. That’s what keeps them there and creates a “buying” environment.

Related posts:

1. The Buying Stimulus
2. Creating Zones of Sound
3. S3 Lab: The Virtual Environment
4. Give Them the Time of Day
5. How We Design Music for Business

Learn more about DMX Services.

No Comments »

No comments yet.

RSS feed for comments on this post. TrackBack URL

Leave a comment