Creating Immersive Audio to Elevate the Consumer Experience
Captivating potential consumers with engaging content to convert them into paying customers is the golden elixir chased by all in business. How do you get noticed above the noise? What’s truly going to excite them enough to make you the brand of choice?
But what if you are already the brand of choice? How do you elevate those consumers further to boost basket values and remain top of mind long after purchase?
This is where the power of sound can positively influence consumer behaviour in a cost-effective way. Remember, these are consumers who have already made the decision to choose you today. They are your TODAY customers, and they are ready to spend.
How can we inspire captive audiences with audio messaging?
In audio advertising, we talk a lot about the ‘tomorrow customer’. Those are people that may not be in the market to make a purchase decision right now, today. However, audio advertising is really effective with these people to remain top of mind when they turn into a ‘today customer’ and need to recall a brand to part with their cash. Your customers in store are already ‘today customers’. They aren’t just any old listener who may be making purchase decisions at some point later today, tomorrow or next week. They have their basket in-hand and are here, right now, to make a purchase. Instore radio could be the final rung in your marketing ladder to guarantee they do so. They’ve seen the TV ads, they’ve noticed the social media content and they’ve heard the commercial radio promotions. They already know the brand and products available to them, and by hearing it again in store, it boosts that brand recognition and captures them at the final moment before heading to the checkout. The language for external commercial radio can often be less urgent and more focused on the overall feel and theme of the brand, but in store is all about the here and now…
The key instore is immediacy.
We want consumers to hear the brand, recognise it from all other supporting media and make that decision before leaving the store. Whilst the creative within it can be recognisable, similar to that everywhere else, the language can evoke a little more urgency, pressure and excitement. We can direct the message to the customer, right here, right now. Make the shopper feel heard, make them feel seen, make them feel they are part of the conversation and part of this community.
After all, that’s exactly what the power of audio is. It’s a community. It has the capability to connect people beyond reality through memorable songs and moments in time. Everyone has a song, or album or sound that takes them back to a favourite part of their life and evoke emotions like nothing else. This can be truly unique and personal to everyone, yet when they are in your store hearing that song, alongside those messages, they are all together. Everyone really is present, right now. Everyone has an affinity to that store, a reason to be there, a purpose and a desire to buy. Whether I make them stop in the aisles and giggle at a gag or subtly and creatively seep into their subconscious as they’re ticking off their weekly shopping list, we can be creative, have fun, and capture the target audience at the perfect moment.
What is the audio messaging production process?
Script: It all starts with the script. Once I know the key information you wish to deliver to the audience, it’s time to get creative! Scripting audio messages is very different to visual content as it’s delivered and received in a very different way. We have to consider how a sentence sounds when spoken out loud, and use language that is creative yet clear to cut above the noise and be remembered. The language needs to encapsulate the style of the brand, yet work within the theme and creative designed for the specific promotion. It’s in fact a fine art of crafting the right words, in the right way… and fitting it all into a specific time frame so the content isn’t rushed.
Voiceover: It’s time to bring the words to life! This is where the content really starts to take shape. With 18 years’ experience in audio production, I’m lucky enough to work with world-class voice actors from all over the globe to be able to develop audio that is both localised and superior quality. They have a wealth of experience in commercial content and can deliver our scripts with finesse. Whether your brand personality is vibrant, young and sassy or sophisticated, professional and trustworthy, I’m able to mirror that in the style of voice that I choose.
Music and SFX: Some audio messages work really well ‘dry’. This is where we add nothing else to the voice to give it real gravitas and contrast against busy and lively music playlists. However, many productions work really well with a brilliant mix of music and sound effects. Music that works with your brand personality, the voiceover style and message within the script are all mixed into the final production to create a piece of audio that’s compelling, engaging and brings that theatre of the mind I know is so successful for the listener.
Creating the perfect branded audio messaging is something I’m hugely passionate about, and the effects are far-reaching of consistent, high quality audio. Reinforce the content consumers are seeing and hearing on all other channels within your marketing and craft audio that speaks to the today customer at the point of sale, at the opportune moment and a create lasting impression with the power of sound.
