by Breanna Fenton, Marketing Coordinator
From the drumbeats of our ancient ancestors to today’s unlimited streaming services, music is an integral part of the human experience. There is a song for every mood, every activity, every situation and finding these songs and curated playlists is now as easy as ever.
On Spotify’s homepage you can pick your playlist based on whether you want:
· “Songs to sing in the car” or songs which give you that “warm fuzzy feeling”.
· Your mood, whether that be “feeling good” or “life sucks”.
· Or even to help you focus and “apply yourself”.
It’s no secret that music can alter your mood and change the way you feel… so why aren’t we using music in our marketing tactics to engage with our consumers on that emotional level?
Music streaming (Spotify in particular) and the use of playlists generally skew toward a younger audience. Almost 80% of millennials and 76% of adults ages 35-44 currently say they use streaming services to access music. With streaming services on the rise and traditional radio and music sales on the decline, there is so much untapped marketing potential. When you think about advertising on music services you traditionally think of having a message, making it pretty, then placing it in front of your target audience. This gets your message out there, but does it actually stick? Or are people ignoring it?
Curated playlists are similar to native advertising; they’re a subset of branded entertainment. Brands are aiming to connect with consumers on a more individual level and more specifically, the emotional moments in life when someone will listen to music. These contextual playlists can help shift brand perception as well as associate a brand with a certain behaviour. You’re able to create a playlist to “show the world what kind of music your brand likes to listen to while studying, driving, or enjoying a cup of coffee.”
For example, Starbucks curated a playlist for the morning commutes, where consumers can listen in the morning on their way to work. The next time someone hears one of the included songs, they’ll wonder why they are suddenly craving a Frappuccino…
Another great example is Herbal Essences. They pushed the envelope and took advantage of a moment that most people are guilty of – singing in the shower – by making a playlist for it. This was a great way to get customers to not only interact with Herbal Essences, but to also directly relate their brand to a specific experience.
While creating the perfect branded playlists may take some time to perfect, they are an extremely effective way to reach music streamers and by providing your customers with a sweet playlist that they can jam to on their way to work or sing to in the shower, you’ll guarantee your brand a spot in their minds.
· Create a playlist that captures your brand’s identity.
· Your playlist should be for moods or activities that your target audience relates to.
· Get the word out! Make sure you share your playlist on social media and in blog posts.
Practice what you preach… Here at Focused Marketing we’ve created a playlist that is full of feel good songs to help your get your creative juices flowing and “make it happen”.