Phil Rubin

The Power of Everyday Sounds

March 11, 2010

FROM RETAILWIRE:
Advertising principally engages only one sense: sight. Hearing, the author of the best seller, Buyology, argues, can be equally as powerful, though advertisers rarely capitalize on it. How would you rate the opportunities as well as the limitations in using everyday sounds as a marketing tool?      [more...]

Growing up in New Orleans, Al's Ruth Chris Steakhouse example is one of the first thoughts I had while reading this.

In other words, using sound is not a new concept. Of course it's an integral part of advertising and has been since the beginning of radio (ironic, right?). Beyond advertising, sound has been integrated into customer experiences for years though like many elements of marketing, it was just as often art as science.

So just like the rest of marketing there is an opportunity to add more science to the integration of sound so that there are data-driven choices to make. One day, advertising will actually be measured by its ability to lift sales, too!