Sound...

Last time we approached the subject of 6D Marketing and how it engages all five traditional senses and then that creates a thought. So, what senses are the more important?

1. Sound

2. 2. Sight

3. 3. Scent

However, it takes all 6 to achieve the ultimate success. You can’t play baseball without the bat, soccer without a ball, basketball ball without a basket and you can’t achieve ultimate marketing success without all the human senses.

SOUND

Sound is the most important sense and often the most overlooked. Consumers want a stimulating atmosphere; most people do not like complete silence. 86% of people feel that music has an effect on the overall atmosphere. And studies have proven that playing the right music can increase revenues up to 29%.

Music can negatively or positively impact revenue, so you must be sure to pick the right music at the right volume. Several studies confirm that when loud music was played in a supermarket, customers actually spent less time shopping. Music tempo affected the speed in which consumers moved around a store.

The tempo of music also affected the time people spent in a restaurant. Individuals experiencing fast music spent less time at their tables than individuals listening to a slow tempo.

Another study found that music tempo influenced the number of bites taken and the speed with which drinks were consumed at a bar.

“Music is not a generic sonic mass, but rather a complex chemistry of controllable elements.” -Dr. Bruner II

The same study concluded that a supermarket reported a 38% increase in sales when the store music played slow music rather than fast music.

A similar restaurant study found groups dining under the slow music tempo spent, on average, 40% more on drinks than groups dining under the fast tempo condition.

As a marketer, you cannot overlook, not only the importance of music, but music selection.

However, “sound” alone is not enough

Advertising and Marketing Executives understand the pain of failing to innovate and understanding the consumer. Failure can cause their brand to be forgotten and destroyed (i.e.: Circuit City). History shows failure happens approximately 80% of the time. They will loose customers, and not achieve new customers. They will be beaten by the competition and the biggest fear that an executive will face is a failed career.

There is a solution. Let’s take a look at Joe Smooth. Joe:

· Understands that out-dated techniques will destroy his products and brands.

· Open minded.

· Innovative to change

· Wants to learn new ways to promote his product.

· An industry leader

· Determined to protect and build brand loyalty.

· Most important, Joe is willing to take the correct, continual action to recruit AND retain customers.
What is Joe’s key to success? He dresses nice? Has a huge smile, fast car, and hot wife? Joe understands what most executives don’t: What makes consumers buy!

6D Marketing is leading the way. The key to engagement is through

interactive marketing that stimulates consumers’ 6 dimensions (senses)

allowing them to retain and act on information for longer periods of time.

CONSUMERS MUST BE ACTIVELY ENGAGED!

WHAT IS 6D MARKETING?

6D Marketing engages ALL 5 dimensions (human senses) and then

creates thought and action. It creates an emotional connection that

engages the brain and promotes the brand, product or service

into long term memory vs. being forgotten.

Here is an example:

A tall redhead named A.O. sashays onto the beach. She’s wearing a glow-in-the-dark rainbow bikini. The beachgoers can’t help but look her way, a towheaded surfer named Jack included.

They soon discover that A.O. can sing like Beyoncé. Now the people on the beach are mesmerized by her voice and her appearance.

As Jack finds an excuse to get closer to this fascinating creature, he discovers that a delicious aroma like a tropical fruit basket wafts in the air around her. “Mmmm,” he sighs.

He reaches out to just touch her beauty, when, voila, tiny bright candies fall from beneath her hands. He scoops them up to taste. Their fruity goodness is just as he imagined.

As he begins to wonder if this divine-smelling, candy-dispensing redheaded glow-in-the dark nightingale is just a heat-induced hallucination, he is suddenly immersed in a fog of cool refreshment that brings him to his senses.

A week later, on a Friday afternoon, Jack visits the corner convenience store to pick up a twelve-pack for the weekend. As the cashier rings up his purchase, he looks down only to see a familiar rainbow-hued package, and memories of the mysterious girl named A.O. come flooding back. “And one for the road,” he says wistfully to the cashier as he gently tosses it on the counter.

And that, my friends, is 6-D Marketing.

The more sense evoked, the greater the probability for that product and service to stay in memory long term!

So…what sense are the most important?