EXPERT OPINION


THE SOUND OF SUCCESS


PHMG director of music and voice, Daniel Lafferty discusses the psychology behind audio branding and the many ways that sound can be used to influence customer behaviour


D IY and


enthusiasts tradesmen


are having their moment. It has never been more en vogue to


renovate, update and decorate your home. Enthused by the influx of home makeover TV programmes, magazines, blogs and vlogs, people are inspired to refresh their homes more lavishly and more often than ever before.


This is music to the ears of DIY


retailers, who are reaping the rewards of this soaring consumer confidence to have a go at DIY. From a simple room decoration, to


a more involved home improvement project, such as adding an en-suite or tackling a loft conversion, the DIY furore is here to stay for the foreseeable future.


The sound of success Visual, online, virtual, social and digital have all become synonymous with any successful marketing plan. Yet, many businesses fail to realise that lacklustre, unprofessional audio marketing can seriously undermine consumer confidence in a brand.


In fact, 73% of Brits would not do


repeat business with a company if their first call wasn’t handled to expectation. So, even if a business looks the part, this hard-won reputation could so easily be marred by the way it sounds. A recent study by PHMG also found 60% of Brits deem music more memorable than visuals when used in marketing, demonstrating the power of sound in promoting brand recall and influencing customer perceptions. Switched-on DIY


retailers


should look at creating unique audio branding consisting of three core elements: a brand-congruent voiceover, custom-made music and a compelling creative script. Audio branding has the ability to shift and shape brand recognition


12 DIY WEEK 08 FEBRUARY 2019


and drive sales whilst helping to forge long lasting customer relationships. This loyal customer base will become your brand ambassadors, recommending your company to friends, colleagues, real (and virtual) and neighbours -– online and offline.


Music to get customers in the mood for DIY


Swapping silence, irritating beeps or unfocused and untimely scripts for an engaging brand soundtrack to keep callers engaged while on hold is a powerful marketing tool. But getting that music just right is pivotal to success.


Music has the ability to transport


the listener back to a time and place. It can evoke strong emotions and reactions. Subsequently,


it is a common


misconception that using a popular track is enough to keep customers entertained while on hold. But what happens if they have a negative association with the song or it


is


simply not to their musical taste? This will automatically paint negative


a impression of the


company. Instead, DIY retailers should practice what they preach and create their own bespoke brand song.


In our experience, the DIY industry tends to use live, traditional instrumentation with a standard band set-up for their on-hold music. Strummed acoustic guitars and live punchy drums help to create a real sense of momentum, while pianos and electric guitars often carry the catchy melodic lines for an upbeat, friendly feel. DIY businesses often use such


instrumentation to evoke a human feel in their productions to reflect the personal touch which is at the heart of any home DIY project.


The voice of DIY


But music doesn’t work in isolation. A brand-consistent, professional voice artist should also be used,


“Swapping silence, irritating beeps or unfocused and untimely scripts with an engaging brand soundtrack to keep callers engaged while on hold is a powerful marketing tool.”


with gender, age, tone and dialect all playing a role in forming brand perceptions. DIY retailers’ audio branding generally consists of male voiceovers in the 30-50 age range with a welcoming tone and down-to-earth style of delivery. A masculine and mature voice is typically perceived as dependable and professional – both essential attributes to communicate to a customer about to embark on a DIY project in their most treasured possession, their home.


Matching tone to brand personality The


tone and pace should also


synergise with your brand values. Think about what you want customers to feel when they hear your brand soundtrack. Excited and inspired? Reassured that they are in safe hands? What is the core of your


brand message? Innovation and eco- led design or


family values and


traditional craftmanship? All would result in very different brand music. Not only does audio branding allow you to establish your brand personality, it keeps customers engaged in this burgeoning market. Promote your seasonal offers and new products ranges, explain warranties and industry accreditations or give added value DIY tips and pat yourself on the back for a job well done by sharing customer testimonials. The opportunities are endless. DIY businesses should always implement audio branding that speaks to prospects on a personal level – speak their language and show them that you have stood in their DIY shoes. Do it right and you will turn a DIY debutante into a satisfied and long-standing customer.


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