It’s no secret that brands are continually challenged with the task of connecting with their customers. As consumer attention is distracted by the wealth of information at their fingertips, it is difficult for marketers to connect with them and capture their attention in meaningful ways.
Brands with physical locations, however, have an advantage. These spaces enable a brand to fully immerse their customers in their story, using product, as well as music, video, and interactive components. Music and video content collectively shape the consumer’s perception of the brand and add value to the experience. But that doesn’t mean that there’s a singular media strategy that works for all brands within a certain industry.
According to Hubbell, crafting the perfect brand sound is a combination of knowing the customer and then combining music expertise, programming skills and analysis, licensing requirements, marketing knowledge and instinct to truly enhance physical, digital and experiential space to increase customer engagement.
The company’s client list includes Pret a Manger, Anthropologie, Victoria’s Secret, Starbucks and adidas, including the New York City stadium-inspired flagship, which opened in December. With creativity, sustainability and authenticity at the core of its new retail concept, adidas appointed PlayNetwork to translate these ideas through music and high fidelity sound across all its US stores, including adidas NYC. Each music strategy is programmed and managed by PlayNetwork music supervisors, who partner with the adidas team to align segmented playlists with core messages, campaigns, products, and environmental attributes for each store type. For the adidas NYC flagship, this includes a fresh mix of contemporary rap, stylish R&B, brand-sponsored musicians and exclusive underground sounds from artists that can only be heard at adidas.
To learn more about how music can impact the retail environment, read the full article from Retail Focus.
PlayNetwork is the leading global provider of music and entertainment media experiences for brands worldwide. We partner with over 400 brands spanning 110,000 customer locations in more than 110 countries, our work reaching 100 million people every day. To learn more about PlayNetwork, visit www.PlayNetwork.com.