By now, you’re probably getting the idea that I like using your small business customer experience as the basis for your marketing. I believe in a thorough sensory experience – and your marketing should be no different. When you TALK about your customer experience, you are marketing your business. Well, as John Jantsch points out in a recent post, we usually only use one dimension in our marketing – the visual one.
In his article, he gives several great tips for integrating audio into your marketing mix. In addition to his ideas, here are a few more ways to add audio into your customer experience:
1. Consider the auditory atmosphere in your business – is it loud and noisy, is there background noise or silence? What experience are you selling? Does your "background noise" or lack thereof fit into your desired experience. What can you change to add to your experience.
2. Most customers like knowing the owner. How can you integrate the owner’s voice into the customer experience and your marketing – in-store video or audio recordings in the form of tips, advice, etc. Similarly, consider how you could integrate similar recordings into your web site or e-mail communications.
3. Is the music style in your advertising (radio, cable, etc.) similar in genre or even matching in theme to the in-store experience? Providing a consistent auditory experience is key to a clear position in the customer’s mind.
4. Public speaking, demonstrations, classes, etc. whether recorded, on TV, on radio or live, are all great ways to build a personal connection through sound.
