The Sound Message - Music In Marketing For La2 M, Don Kline, July 2010

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In a world of overload, of seemingly infinite choices, of more noise than signal, emotion is in the driver’s seat. There is little room for error when targeting the senses, and emotional currency is king. If you’re building a brand and want a desired action; sight, sound, or smell are often your best tools. If you want to move an audience to buy movie tickets, go see a band live, buy an iPad, or use a ‘new & improved’ fabric softener, you need to tickle the right senses with the right feather. Music is everywhere. TV, film, commercials, supermarkets, airports, department stores… you name it, music is the magic blanket carrying the golden message. Have you ever wondered why it isn’t always immediately noticeable? Subtlety can be your ace in the hand when using music to communicate. If used properly, it can literally make your brand worth listening to.

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The Sound Message - Music In Marketing For La2 M, Don Kline, July 2010

  1. 1. The Sound Message: Music in Your Marketing Mix Don Kline · @8BoxDon
  2. 2. <ul><li>Fa la la la la… </li></ul><ul><li>Practice, practice, practice </li></ul><ul><li>College Collage </li></ul><ul><li>Noise Spelled Backwards </li></ul><ul><li>Right Here, Right Now </li></ul><ul><li>8 Box, Corner Pocket </li></ul><ul><li>Both Sides of the Story </li></ul>Music. Marketing. Me.
  3. 3. Web Marketing Mixology <ul><li>Graphic Design </li></ul><ul><li>SEO </li></ul><ul><li>Social Networking </li></ul><ul><li>Connect Online Content and your Emotional Value Proposition </li></ul><ul><li>Music, Rhythm, Sound, Context </li></ul>
  4. 4. <ul><li>Right Brain </li></ul><ul><li>The Rock Star : Creative, emotional, musical </li></ul><ul><li>Left Brain </li></ul><ul><li>The Accountant: Facts, figures, hard data </li></ul>Music on the Brain Don Kline :: @8BoxDon Touches the heart & soul in ways spoken word cannot
  5. 5. <ul><li>“ Music is the shorthand of emotion.”  </li></ul><ul><li>~Leo Tolstoy </li></ul><ul><li>“ Music is the universal language of mankind.” </li></ul><ul><li>~Henry Wadsworth Longfellow </li></ul><ul><li>“ Let me in the sound.” </li></ul><ul><li>~Bono </li></ul>
  6. 6. Earworm Economics <ul><li>Repetuneitus / Melodymania </li></ul>Don Kline :: @8BoxDon Hotter Than July <ul><li>Shopping at the Phonological Store </li></ul><ul><li>Articulatory Rehearsal System </li></ul>
  7. 8. <ul><li>20s: Breakfast of Champions </li></ul><ul><li>30s & 40s: Breaking all the Rules </li></ul><ul><li>50s: Up in Smoke </li></ul><ul><li>60s: It’s Fun for a Girl and a Boy! </li></ul><ul><li>70s: Go Shout it on the Mountain </li></ul><ul><li>80s & 90s: Plop, plop, fizz, fizz </li></ul><ul><li>00s: License to Drive </li></ul>I’d Like to Teach the World to Sing Don Kline :: @8BoxDon
  8. 9. You Spin Me Right Round… <ul><li>We consume differently </li></ul>Don Kline :: @8BoxDon <ul><li>We buy the same </li></ul><ul><li>Emotion is at the heart </li></ul>
  9. 10. iDentity Mind Mirrors Music Mirrors Mind Don Kline :: @8BoxDon The power of sound is an essential tool in a marketer's effort to communicate, influence and persuade an audience, and isn't that what your website is suppose to do? (Jerry Bader, Focus.com)
  10. 11. On Target: Your Mix Don Kline :: @8BoxDon
  11. 12. If I Had a Hammer <ul><li>Royalty Free / Creative Commons </li></ul><ul><li>ASCAP / BMI </li></ul><ul><li>Master </li></ul><ul><li>Synchronization </li></ul><ul><li>Transcription </li></ul>
  12. 13. 10 Quick Tips for Using Music on Websites via Lee Pritchard <ul><li>Enhance It </li></ul><ul><li>The Off Button </li></ul><ul><li>Be Legal </li></ul><ul><li>Audio Quality </li></ul><ul><li>Compliment Your Site (and Brand) </li></ul><ul><li>Don’t Start Too Loud </li></ul><ul><li>Ease Me In </li></ul><ul><li>What is it For? </li></ul><ul><li>Loops Can Make You Loopy </li></ul><ul><li>Don’t Employ the Butcher </li></ul>
  13. 14. Thank You and Good Night! Don Kline :: @8BoxDon Don Kline 8BoxMusic.com @8BoxDon Linkedin.com/in/DonKline Facebook.com/DonKline FlemingArtists.com @FlemingArtists YouTube.com/FlemingArtistsMusic Facebook.com/FlemingArtists

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