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