23
Jul 12
Prime the Pump
One of the advantages of using music strategically – having an audio brand strategy – is the ability to prime the pump. This is particularly important if you are in a cluttered industry such as soft drinks. Let me explain.
For most people music takes a subconscious role. There have been many studies that ask did you notice the music or did you find that the music influenced your decision and most people answer no. This is curious because the studies also show that a person’s decision usually reflects the musical fit. So, if you are selling French wine vs. German wine and you play French music you’ll most likely sell out of the French wine before the German wine by about 3 bottles to 1.
The above phenomenon is due to what psychologist call priming. This means that the music or whatever else is in that environment matches our expectations. Priming is useful for products and services where there isn’t a clear advantage and the consumer doesn’t have a well defined preference.
So, how can priming help you? Get answers here.
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