To: The Chief Marketing and Communications Director, Unilever, CA.
Brands and their ‘Notes’ – An approach to customer segmentation
(A commentary on the research paper titled “Musical intelligence: explication, measurement, and implications for consumer behavior” by Vijayakumar Krishnan et al., Journal of Consumer Marketing, 2014)
This paper proposes that “Musical Intelligence” can be gauged and used as a factor in market segmentation and promotion of the brand. With multitudes of B2B and B2C organizations adopting the same kind of digital activities, the advantage gained via these initiatives has perhaps been observing the law of diminishing returns. The paper suggests that companies should focus on introducing new segmentation criteria based on psychographic characteristics and neuromarketing-oriented criteria to capitalize on newer opportunities. It introduces the concept of Musical Intelligence and demonstrates how to measure it on a scale proposed by the researchers and how it can be employed to obtain insights into the customer base. They say, “By thoroughly investigating the MI of select target markets, and developing or selecting and incorporating music at the appropriate intelligence level, firms can better connect with their target audience(s). A strong musical, neuroconnection with the product, services and/or brand can dramatically enhance brand loyalty and the subsequent benefits of a loyal customer base.”
In my opinion, this argument holds a lot of strength. In an age where audio-visual social media platforms are the frontrunners in reaching your customers, striking a chord (pun intended) with your customers can boost sales phenomenally while simultaneously creating value for your brand. Most advertisements have some form of informative power, but those with perfect musical effects have an emotive power which might lead to a direct sale. Using this effect strategically to serve our purpose- be it boosting sales, improving brand recall, or improving the image of the organization, takes in-depth knowledge of the musical intelligence of your target group.
An example to this effect is the French National Railway (SCNF). Circa 2005, the company was generally associated with “strikes and delays”. They launched a drive to create an “audio DNA” which was utilized in all communications of the company. It was adapted to suit the purpose of each type of communication. For e.g. to reduce the passengers’ anxiety, station messages were tweaked to sound more relaxing and calming, the customer service audio was designed to make the wait feel shorter. The effect of this drive was so immense that 88% of a group of listeners correctly identified the brand on the basis of just two notes. Moreover, 71% listeners associated “attractive” or “very attractive” descriptions with SCNF post this initiative.