emotional sonic branding - tns sifo seminarium 2013
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Emotional Sonic Branding Hitta rätt emotionell ljudbild för ditt varumärke
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Gissa låten
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Vilken är världens mest spelade låt?
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Sonic Branding
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Ljudlogotyper Känslotriggare
Ljudlandskap Ljudstrategier
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Sonic Branding
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Skapar och befäster en känsla
Skapar ett ljudminne
Skapar en god relation med varumärket
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Sonic Branding
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28%(Treasure)
Fel ljudlandskap i en butik kan minska försäljningen med
Mer vin = Mer ljud (North, Hargreaves & McKendrick)
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Sonic Branding
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Hur ljud förändrar kunders
köpbeteenden och attityder till varugrupper
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Sonic Branding
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86,7%
Antalet personer som gjorde ett annorlunda ekologiskt val ökade med
(Lundberg, Petersens)
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Sonic Branding
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De personer som
exponerades för ljudet stannade
15 sekunder längre
i mejeriavdelningen (Lundberg, Petersens)
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Sonic Branding
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9,5%
Försäljningen av ekologiska produkter
ökade med
(Lundberg, Petersens)
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Sonic Branding
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Men vad händer om man med ljud exponerar en
specifik produkt?
Låt oss säga en läskedryck…
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Sonic Branding
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Med riktat och rätt ljud ökar man försäljningen med 60%
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Sonic Branding
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Detta utöver den försäljningsökning som alltid sker vid specialexponering
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Ljud påverkar oss!
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Fysiskt
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Fysiskt
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Andning och puls
Påverkar hormoner, Cortisol
Får kvinnor att springa längre!
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Psykiskt
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Ljud påverkar oss!
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Dopamin = Gåshud
Obehagligt ljud = Flykt = Mindre sälj
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Varför ljud påverkar oss
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Varför Soundscaping
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Stämmer reklamljuden överens med din visuella
marknadsföring?
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Varför Soundscaping
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86%(Treasure)
Om de inte stämmer överens minskar effektiviteten med
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Varför Soundscaping
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1100% Om de förstärker varandra ökar marknadsföringseffekten med
Spence & Zampini
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Varför Soundscaping
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1+1=10 =Superaditivitet
Bacon-effekten
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Brands are LOGIC and MAGIC, usually too much LOGIC…
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…and too little MAGIC
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Känslomässiga uttryck måste styras
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Bold
Dynamic
Independent
Self-assured
Assertive
Forthright
Focused
Competent
Controlled
Fun-loving
Carefree
Spontaneous
Careful
Caring
Sensitive
Approachable
Friendly
Open
The archetype model can guide us in the world of emotions
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Kommunikation med känsla
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Kontaktuppgifter
Mats Persson
Varumärkesexpert, The Core Company
+46 (0)708 353 990
Karin Sandelin
Semiotiker, TNS Sifo
+46 (0)701 842 381
Martin Ljungdahl Eriksson
Sonic Brander, Soundmark
+46 (0)735 330 003