How to exploit music for creative marketing purpose?
Nowadays,
Marketing is part of everybody's life. Each day, we see thousands of logos,
brands, advertising campaigns, slogans and so on. Furthermore, we can now be part
of huge breadth brand’s commercial as you can see an example in the video
below. Marketers tended to listen to consumer’s needs, from now, they tend to
create those needs by increasing the attractiveness of their product trough
creative marketing. Product or brand development can thus be extremely fast
thanks to the creativity and uniqueness of marketing campaigns chosen. Creative
marketing can have a worldwide impact thanks to social media (Social networks
such as Youtube, Facebook, Twitter, Google+, Pinterest and so on).
From
marketers’ standpoint, it is necessary to select a clear or an inductive
message that will fit to the customers’ way of thinking, feeling or acting. Therefore,
creative ranges from specific event offering unique experience to customers to
relevant advertising campaign which will be memorable for consumers. How could
it be possible to increase memorability or likeability of a product/brand?
After analyzing many articles and studies dealing with creative marketing, it
appeared that “simplicity” is the main criteria of enhancing customers’ view on
the product marketed.
Here comes
music in creative marketing. Indeed, we see that music is increasingly used in
marketer’s advertising or marketing communications. Companies marketing’s budget varied depending
on economic environment but still remain quite important (at least 20% of a
company’s total revenue). Visual campaigns must be eye-catching to catch
customers’ attention. Short commercial with inductive or explicit message and
relevant music will have a huge impact compared with classic ways of
advertising through simply radio advertisements or confusing event. As a
result, audience well-targeted will be delighted by viewing such a creative
marketing campaign. Another way is to break taboos through your advertising by
making people aware of social issues or not-spoken subject. By so doing, a
brand will become iconic because it will show to everybody as it actually is
not less not much. Public is seeking extraordinary feelings in order to fulfill
their life expectations: people want to live not to exist. Customers pleased
will be far more loyal than confused ones.
Here
comes music touch. Music can add a serious craziness into a creative marketing
campaign. In short, you will see in the video that when the orchestra is going
to change its melody, male sitting in the theater will be much more attentive. Music
can create as many feelings as visual campaign or even more. Both linked will
transmit passion to viewers and onlookers. If you make it to personalize your
message, people will be even more pleased and extraordinary happy just thanks
to your creative marketing campaign. Whatever well-known anthems or melodies or
original ones, music will always spicy up the commercial and customers’
experience. Synergies can thus be created by reinforcing linkages between
brands and consumers. Emotional brands for example are typically trying to pinpoint
those linkages: they actually made it! Brand can decide to create their own
song integrated into their advertising campaign, if it turns out to be really
efficient, people will obviously remind easily the message and lyrics of this
song. Many relevant creative marketing campaigns used this kind of
advertisement. They gained lots of fans and new consumers just by being more
creative and original than competitors.
In
a nutshell, creative marketing and music can deliverer extremely relevant
content in order to implement an attractive process of customer’s prospecting. Passion,
originality, craziness, relevancy and simplicity are as many components as
incentives in order to skyrocket a usual creative marketing campaign to an
extraordinary one.
As a future marketer and passionated by music, I lead a project as electronic music producer searching for some labels to sign with.
