Background or Ambient Music: Applications in Your Business Marketing Strategy
What it is?
Ambient or Background Music is a form of instrumental music that accentuates texture, tone, mood, and atmosphere. It does not contain the formal melodies or steady rhythms found in most popular music, opting instead to craft ambience from waves of aural textures.
Ambient music isn't like pop music. It doesn't want the spotlight, or to conscript your body and mind. Instead, it aims to transform and divide your attention in more subtle ways.
To those of us used to the repetitious rhythms and hooks of pop music, ambient music may sound a little sparse. Often devoid of lyrics, a
hummable melody and pop song structures, it is about the creation of an environment around the listener.
Why is your choice of ambient music important for your business?
It’s important to know that music can be used in three aspects of sensory marketing: in establishments, advertisements and websites. What all of these platforms often choose and adjust music to have specific impacts on the customer, with the ultimate goal to make profit. In facilities, because consumers are already in the environment intended for purchase, they are more likely to buy products once under the influence of music.
In this case, music is called an ‘atmospheric,’ as it is part of the facility’s atmosphere, which is studied and controlled to incite the customer to buy. This takes advantage of the fact that, according to Harvard Business School professor Gerald Zaltman:
“95 percent of our purchase decision making takes place in the subconscious mind.”
Music is therefore the perfect tool to influence our decision making; while visual information needs to be processed and interpreted by the brain before it becomes meaningful, music influences our emotions on a subconscious level. That means businesses have everything to gain in adopting music as an atmospheric, as converting an area of traditional marketing to a multi sensorial area can result in a substantial raise in sales.
How to use ambient sounds to achieve the desired customer experience and behaviour?
Let us help you define your desired customer experience and behaviour.
What should your customer ideally feel like when in your store or corporate office?
What is the desired in-store customer behaviour?
Understand how music influences the customers’ behaviour and in-store experience
Choose the music that will achieve the desired behavior and experience
What ambient music will enhance and support the customers behaviour and experience?
Ambient sound done correctly will achieve the following outcomes
It will set the desired scene
It will set the desired mood
It will support attention
It will influence the perception of time
Strategically chosen background or ambient music has the power to influence the following customer behaviour like:
Choice of Brand
Total In-Store Spend
Time Spent In-Store
Choice of Price Selection
Perception of Flavour
Enjoyment of Food
Likeliness to Return