April 2020

W hen garage businesses consider essential elements of the marketing mix, audio branding rarely makes it to the top of the agenda. Perhaps this is due to the discipline being frequently associated with sonic logos – deemed something only large, chain businesses with six-figure turnovers can implement. But the fact is, the power of sound can be leveraged by companies of all sizes – particularly due to the fact the largest application of audio branding is over the telephone. The phone remains possibly the most important medium for garages to communicate with clients and potential customers and the sounds heard over the line can have a significant impact on perceptions of reputation and customer service. Garages will often spend their marketing budget on visual collateral, such as flyers and signage. Yet a person’s hearing is one of their most emotive senses, with humans able to associate sounds they hear with intense feelings. A song can instantly transport a listener back to a certain moment, triggering a vivid recollection of smells, visuals and emotions. Research has also found audio to be more effective than visuals in shaping perceptions of a brand, with 60% of Brits believing music more memorable when used in marketing, emphasising its emotional power. Cross selling Using sound in marketing also helps better equip garages for future success. A study has found millennials place greater importance on music in marketing so by incorporating sound now, it ensures businesses are catering for the consumers of both today and tomorrow. The humble telephone is still a key appointment scheduling tool for garages so it is important to consider the caller experience in achieving customer service excellence. With an audio branding production that features creative script, professional voice artistry and exclusive music, customer service can be improved and sales boosted, by cross selling to a captive audience. It’s easy to choose a popular song as the music for a business, thinking it will entertain the listener. But this isn’t always the case. Not only does everyone have different 12 AFTERMARKET APRIL 2020 BUSINESS www.aftermarketonline.net YOU KEEP ME HANGING ON Even small businesses can use the power of sound and music to their advantage BY By Daniel Lafferty, Director of Voice and Music at PHMG Part two:

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