Express In Music
www.expressinmusic.com
www.expressmelody.com
By: Jerry Chen, Managing Director
Email: jerry@expressinmusi...
What Does Your Brand Sounds Like
Express In Music (EIM) established in 2009 started out as a as a music
crowdsourcing site...
Awards and Accolades
Singapore infocomm
Technology Federation (SiTF)
- The award provides recognition to innovative ICT
Ap...
Making You Sound Good
Can You Bring In The Right Notes?
Music Vibes
How Are You Perceive?
18 Tips to Sound Your Best
Concept and Approach
Innovative approach
Detailed and comprehensive concept
Market research
Cri...
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:...
Retail Fun Facts
Brand managers are increasingly using music strategically in store because it has the capacity to increas...
F&B Fun Facts
Sad music resulted in greater levels of purchase intent.
Ronald E. Millman demonstrated that the pace of mus...
F&B Fun Facts
In a rating of “Sensory Importance”, sound was rated 41% in importance in today’s communications [Source:
Mi...
3 Secrets to Sounding ‘Sexy’
Tempo & Pace
Genre & Style
Volume
Tempo & Pace
BPM
Human
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...
Some Sound Advice
Perception
•In-store music for retailers
and F&B can influence
consumers’ the attitude and
image of a br...
Ask@ExpressInMusic.com +65 6746 8182
Contact
60 Kaki Bukit Place #08-09, Eunos Techpark
Singapore 415979
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Audio Branding Perspectives for Retailers and F&B - by Express In Music

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  • - Low human vocals (bass) can seem to command people. A level of command. Speed of your words projection can raise adrenaline and catches people’s attention.
  • Sound can absolutely influence behaviour. Think of the old experiment of Pavlov’s Dog (no, I’m not suggesting consumers are like dogs). Pavlov used certain sounds – some believe it was a bell – every time he fed the dog. Over time, the dog would instantly start salivating as soon as it heard the bell, because its brain connected that sound with dinner time.
  • Heartbeats International
  • What I mean here as “sexy” is on how do I appeal to my target audience?
    60-100 BPM for human heartbeat rate
  • 60-100 BPM for human heartbeat rate
  • 60-100 BPM for human heartbeat rate
  • 60-100 BPM for human heartbeat rate
  • Audio Branding Perspectives for Retailers and F&B - by Express In Music

    1. 1. Express In Music www.expressinmusic.com www.expressmelody.com By: Jerry Chen, Managing Director Email: jerry@expressinmusic.com Phone: +65 6746 8182
    2. 2. 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
    3. 3. 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/page tree&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/ab out-aicta/aicta-winners
    4. 4. Making You Sound Good
    5. 5. Can You Bring In The Right Notes?
    6. 6. Music Vibes
    7. 7. How Are You Perceive?
    8. 8. 18 Tips to Sound Your Best Concept and Approach Innovative approach Detailed and comprehensive concept Market research Criteria for Audio Branding Elements Brand/Product relation Distinctiveness Memorability Flexibility (creative and technical) Aesthetic quality Familiarity Accessibility Implementation/Production Manuals/brand sound guidelines Production quality Applications Touch points Effectiveness/Monitoring Measurable outcome Market research data Brand image/awareness Monitoring “Have you heard of a “signature dish”? What is your ‘Signature Sound?”
    9. 9. The Reality “Sounds trigger strong associations & emotions and can exert a powerful influence on our behavior.”
    10. 10. Study & Research Facts
    11. 11. 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]
    12. 12. 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.
    13. 13. 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”]
    14. 14. 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]
    15. 15. 3 Secrets to Sounding ‘Sexy’ Tempo & Pace Genre & Style Volume
    16. 16. Tempo & Pace BPM Human Heartbeat Rate How Does This Affect Customers?
    17. 17. Genre & Style Jazz, EDM, Pop Rock Instrumental VS Vocal Popular Mainstream Songs Are Good! Or…are they?
    18. 18. Volume Soft VS Loud Average Decibels Unequal volume output gets on your nerves!
    19. 19. 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
    20. 20. 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
    21. 21. Ask@ExpressInMusic.com +65 6746 8182 Contact 60 Kaki Bukit Place #08-09, Eunos Techpark Singapore 415979

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