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Express In Music
www.expressinmusic.comwww.expressmelody.com
By: Jerry Chen, Managing DirectorEmail: [email protected]: +65 6746 8182
What Does Your Brand Sounds Like
Express In Music (EIM) established in 2009 started out as a as a music crowdsourcing site but has since evolved to become a one-stop audio branding company.
First in the world, EIM integrates proprietary technologies with its services to meet clients needs. There are 3 components in EIM business:
- Content (Crowdsourcing and Original music licensing)- Streaming (Patented music cloud streaming box for retail audio
branding)- Audio branding consultancy
Awards and Accolades
Singapore infocomm Technology Federation (SiTF)- The award provides recognition to innovative ICT
Application / Solution championed by the industry, is an important accolade to the infocomm innovations in Singapore.
- SiTF Awards 2013 (Cloud Solution category – Silver)
- http://www.sitfawards.com/cos/o.x?c=/wbn/pagetree&func=view&rid=1230878
ASEAN ICT Awards (AICTA)
- Approved by the ASEAN Telecommunications Ministers to recognize the best ICT achievement across the ASEAN region which aims to be the benchmark for success.
- AICTA Awards 2013 (Digital Content category – Silver)
- http://www.aseanictaward.com/index.php/about-aicta/aicta-winners
Making You Sound Good
Can You Bring In The Right Notes?
How Are You Perceive?
18 Tips to Sound Your BestConcept and Approach
Innovative approachDetailed and comprehensive conceptMarket research
Criteria for Audio Branding Elements Brand/Product relationDistinctivenessMemorabilityFlexibility (creative and technical)Aesthetic qualityFamiliarityAccessibility
Implementation/Production Manuals/brand sound guidelinesProduction qualityApplicationsTouch points
Effectiveness/Monitoring Measurable outcomeMarket research dataBrand image/awarenessMonitoring
“Have you heard of a “signature dish”? What is your ‘Signature Sound?”
The Reality“Sounds trigger strong associations & emotions and can exert a powerful influence on our behavior.”
Study & Research Facts
Retail Fun Facts
In a rating of “Sensory Importance”, sound was rated 41% in importance in today’s communications [Source: Millward Brown and Martin Lindstrom]
2008 research at Leicester University in the United Kingdom found companies that match their brand to music are 96% more likely to be remembered, and that 24% of customers are more likely to buy from a store that plays music they liked hearing. [Source: http://www.inc.com/guides/201104/how-to-add-sonic-branding-to-your-business.html]
Retail Fun Facts
Brand managers are increasingly using music strategically in store because it has the capacity to increase gross sales by 38.2%, while nine out of 10 managers say music directly creates a positive environment.
A study wanted to know if music can have a negative impact on businesses in public places. The results from our survey reveal that ‘the wrong music’ makes 44% of consumers and visitors leave a business and 38% won’t come back. And almost 4 out of 10 also say that ‘the wrong music’ makes them buy less. As many as 44% (almost every second person!) say that the music being played can, to a high or very high extent, cause them to leave.
F&B Fun Facts
Sad music resulted in greater levels of purchase intent.
Ronald E. Millman demonstrated that the pace of music playing in the background affected service, spending and traffic flow in stores and restaurants. The slower the music, the more people shop. The faster the tempo, the less they spend. Related studies shown significantly longer dining times for restaurant tables when slow music was played. More money spent. The average bill for diners was 29% higher with slow music than with fast. [Source: “Journal of Consumer Research”]
F&B Fun Facts
In a rating of “Sensory Importance”, sound was rated 41% in importance in today’s communications [Source: Millward Brown and Martin Lindstrom]
Bottles of Wine: French Chardonnay VS German Riesling. Over a 2-week period, speakers were over at the wine section of the supermarket. On an alternating day, one day French music is played and the next day German music is played. On the days that French music was played, 77% of consumers bought French wine. Alternately when German music was played, more bought German wine. French music is accordion-heavy and German music is Bierkeller brass band. In short, a customer was 3-4 times more likely to select a bottle of wine that they associated with the music playing overhead than one they didn’t. [Source: Buy.logy by Martin Lindstrom]
3 Secrets to Sounding ‘Sexy’
Tempo & Pace
Genre & Style
Volume
Tempo & Pace
BPMHuman
Heartbeat Rate
How Does This Affect
Customers?
Genre & Style
Jazz, EDM, Pop Rock
Instrumental VS Vocal
Popular Mainstream Songs Are
Good! Or…are they?
Volume
Soft VS Loud Average Decibels
Unequal volume
output gets on your nerves!
The Challenges Faced by Retailers and F&B
The need for hassle-free simple automated solution to replace old system like CD changer and MP3 players
Secured and convenient to access by managers to control online and easily manage background music anytime and anywhere
Saves on time and increase productivity through professionally curated music content that refreshes daily
Enhance your customers experience through sound branding which allows you to put in audio marketing messages instantly
Annual subscription of music licensing fees that give you the ability to use tracks in a commercial environment – internationally
Some Sound Advice
Perception• In-store music for retailers
and F&B can influence consumers’ the attitude and image of a brand
• How to measure the results and achieve a good sound ambience
Sound Appealing• Tempo & Pace
• Genre & Style
• Volume
Studies & Facts• The importance of how an
audio soundscape matters
• Retailers and F&B businesses can better understand the science and psychology behind a shopping experience
