Amplify Your Brand: Using Audio to Boost Marketing in Challenging Times - Eric Singer, Coupe Studios Music + Sound Design
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Whether we're in a recession already, headed that way, or just another year of uncertainty; marketing needs to work even harder for your brand. Learn why audio is more effective - and cost-effective - than nearly any other medium when it comes to reaching your customers and inspiring them to action. Especially in a recession, when audio consumption rises. Topics covered include: Revolutionary new AI audio tools, radio advertising, branded podcasts, sonic branding, and good old fashioned jingles.
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Amplify Your Brand: Using Audio to Boost Marketing in Challenging Times - Eric Singer, Coupe Studios Music + Sound Design
- 1. Amplify Your Brand: Using Audio to Boost Marketing in Challenging Times MASTER CLASS Eric Singer EXECUTIVE CREATIVE DIRECTOR COUPE STUDIOS MUSIC + SOUND DESIGN DENVER, CO ~ MAY 8 - 9, 2023 DIGIMARCONROCKYMOUNTAINS.COM | #DigiMarConRockyMountains
- 2. AMPLIFY YOUR BRAND Using Audio to Boost Marketing in Challenging Times PRESENTED BY Eric Singer Coupe Studios Music + Sound
- 4. 1. From whence comes the amazing power of sound? 2. What the hell is a sonic brand? 3. Audio advertising: Theater of the mind! 4. Radio on demand: AKA podcasting 5. Let us welcome our new AI Robot Overlords MASTERCLASS SYLLABUS
- 5. Science!
- 6. We begin life by decoding sounds in our mother’s belly. IN THE BEGINNING, THERE WAS SOUND
- 7. WE HEAR FIRST SOUND IS A POWERFUL TRIGGER Audio activates memory more quickly than any other stimuli 0 2 WE SEE SECOND Vision engages after hearing, and is less likely to prompt nostalgia 0 1
- 8. Sound bypasses the conscious mind, triggering what can be involuntary reactions. INSTINCT
- 9. SOUND IS A PROVEN BRAND RECALL CATALYST Research discovered that brands that use music aligned with identity are 96% more likely to be remembered by the consumer.
- 10. IPSOS 2020 STUDY ON BRAND IMPACT
- 11. FIELD TESTING YOUR RECALL Nationwide Farmers Insurance Folgers State Farm
- 12. The term “sonic branding” is new(ish). But we’ve been doing this a hundred years. OLD NEWS
- 13. What assets make up an audio brand?
- 14. SONIC BRAND COMPONENTS SOUND DESIGN MNEMONIC A short and distinguishable brand sound that serves as an audio logo. 01 Audio effects and ambiance created for consistency and recognizability 02 ORIGINAL MUSIC Music created specifically to evoke the feeling of the brand to be used in advertising and brand experiences 03 04 Consistent and distinctive talent selected and directed just for your brand SIGNATURE VOICE
- 15. McDonalds Original McDONALD’s ORIGINAL + COUPE’s REFRESH Coupe Refresh Montage
- 17. Stock music or licensed music = renting a car Original music or a jingle = an investment that increases in value. RENTING VS INVESTING
- 20. Beyond “Broadcast” Traditional radio works well for B2C, look to digital for B2B or highly targeted campaigns Clickable CTAs Streaming is trending up AUDIO ADVERTISING
- 21. Costs compared to video ads: Production Media buy Efficiency of spend AUDIO ADVERTISING
- 22. A $2,000,000,000 Industry: Host-read ads connect with listeners emotionally, and can be :30 to :60 Produced ads perform equally well, but should be under :30 PODCAST ADVERTISING
- 24. Engage with, and keep your audience: Blog posts: 20% of audiences will read the whole article. Videos: Lose most viewers after six minutes. Well produced branded podcasts keep most listeners engaged for up to a half hour. BRANDED PODCASTS
- 25. Increase: Awareness by 89% Brand Favorability by 24% Brand Consideration by 57% BRANDED PODCASTS
- 26. But… Do it right! Currently 2,500,000 podcasts on Apple alone. Thousands of branded shows Bad audio, self serving or uninteresting content doom new shows BRANDED PODCASTS
- 27. Who’s doing it well? The Perfect Scam Are You Sleeping? BRANDED PODCASTS
- 28. Other uses: Internal communication and professional development Leverage existing content like blog posts, videos, earnings reports BRANDED PODCASTS
- 29. BEST PRACTICES ● Planning ○ What’s it called? ○ What are your goals? ○ Who is it for? Who is the host? ○ How is the show formatted? ○ When will you release episodes, and how long are they? ● Podcast listeners engage with the medium more than almost any other - take advantage of that to create two- way conversations.
- 31. AUDIO AI THE GOOD, THE BAD, THE SCARY The Good: Clean up bad audio Edit audio in a document format Create stems from a flattened mix Virtual pickup sessions with VO talent The Bad/Scary: Potential for misuse What can you believe anymore? Potential for complete destruction of humanity
- 32. AUDIO AI
- 33. UNDERUTILIZED STAR POWER Sonic elements perform better than any other asset. Yet they encompass less than 10% of brand assets on average, a huge missed opportunity, given the relatively low cost of development.