The Power of Music

Best Practice Series

Use music to draw your audience in.

Do you think of music as a critical part of your business marketing plans? You should.

Thanks largely to today’s fast-moving online, mobile, social, and multimedia-driven media landscape, businesses of all types and sizes are increasingly challenged to stand out from the crowd. Everyday consumers juggle smartphones, tablets, computers, radios and televisions as they try to keep up with the day-to-day routine. Getting - and keeping - their attention long enough to make a lasting impression is more difficult now than it’s ever been.

As marketers try to craft messages that help stakeholders - including prospects, customers, members of the local and global community, and essentially anyone who can help your company grow - understand what makes you tick, they need to be more creative than ever in using every tool in the book.

Writing great copy is always the best place to start, as words represent the framework of your message, and the means by which you’ll explain your company’s unique value proposition. Photos, video clips, animation and other elements can take those words and give them shape, colour and texture. But words are just the beginning.


Taking it to the next level

Music takes the entire package and gives it life. It’s the one thing that can snap an audience that’s been hopelessly distracted by multiple screens and apps back to your message. Music moves, it inspires, and it makes you feel something. It can take those great words you’ve written and give them meaning. It can take an ordinary commercial, video or narration-based project and make it magical. It galvanises your audience’s emotions far more effectively than any other creative element, and it amplifies all the other great stuff you put into your marketing content.

Those words? Photos? Videos? Music makes them all better than they would be otherwise.

Some companies use music particularly effectively. Coca-Cola’s “I’d like to teach the world to sing” defined a generation, while Microsoft’s choice of the Rolling Stones “Start Me Up” to launch Windows 95 helped drive computers irrevocably into mainstream culture. These days, Apple sets the tone with its musically-driven commercials. Last year’s award-winning “Misunderstood” television spot takes the old classic, “Have Yourself a Merry Little Christmas,” and uses it to evoke holiday-season emotions in a powerful way.

Owning your audience

Music is real estate. It lives in people’s minds and their hearts, often lingering long after the actual work fades to silence. And even years later, simply hearing the first few bars of a particularly resonant piece of music can immediately pull you back to the original brand message. You don’t even need to know the lyrics for it to be meaningful: It’s often enough to hear the melody under an accompanying voice track - and before you know it, you’re hooked.

Music can also be a rallying call. It can make a statement, political or otherwise, and help any company position its brand more sharply in the minds of the audiences it’s trying to reach. To compete effectively in today’s digital marketplace, your company needs a soundtrack. Reaching out to your audience’s ears is the perfect way to connect with them where it really matters: In their hearts. Does it sound a little overly simplistic? It shouldn’t. Think about how you feel when you hear a particularly memorable tune, then ask yourself how that can help drive your business.

If you aren’t yet using music in your marketing mix, it’s never been easier to get started. Our Music Solution Center, sponsored by Epidemic Sound, is packed with the guidance and the tools you’ll need to start taking advantage of the power of music. You don’t even need to be a musical expert to make the right tunes sing for your business. We’ll show you how.

Can you feel the beat? You - and your audience - will be feeling it soon enough.

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