When OPPO launched its music phone, many consumers mistakenly thought it was a South Korean brand, and a large number of K-pop fans became its customers. However, the OPPO phone is developed and produced by步步高 (BBK) Electronics. The reason for achieving 6 billion yuan in sales performance is due to refreshing and reshaping the brand image. BBK invited the South Korean star Song Hye-kyo and hired South Korean advertising production personnel, spending a huge amount of 20 million yuan to shoot this classic music phone advertisement in Sydney, Australia. It awakened the desire for a better life and love among many consumers, especially young girls. That melodious song "I Had a Cold in That Corner" became a classic worth remembering in people's hearts for a long time, remaining fresh and relevant. The heart-touching music interpreted the unique sound quality and brand value of the OPPO music phone, naturally making it one of the best domestic phones.
Through the introduction of music marketing, not only can the brand image and level be enhanced, but it can also subtly influence the consumer's mindset. Because psychology now finds that many people have a synesthetic cognitive mode, which means when they hear a melodious piece of music, they can feel the color and taste of the music. In other words, hearing, sight, and taste are integrated. The background music of the OPPO advertisement plays such a role.
Is Starbucks selling music CDs? No, its purpose is to create a better experiential atmosphere, allowing consumers to truly relax outside of home and work. Through music, they express emotions and turn coffee bars into emotional stations, establishing wonderful Starbucks moments that cannot be replaced. In contrast, domestic coffee shops, whether on Shangdao or Zhen Guo, do not evoke such feelings. This is the gap. Building your own terminal experience system, especially the music interaction mode, can make consumers linger and visit repeatedly.
As the world's largest coffee chain, is Starbucks popular just because of its freshly ground affordable coffee? In fact, Starbucks sells experiences, such as music. In California, they opened a music-themed coffee shop equipped with 70 tablet-based "audio-visual stations" provided by HP, offering over ten thousand CDs. These CDs can trace back to the 1990s, with content ranging from Dolly Parton to the Rolling Stones. Customers can sit on comfortable benches, use a stylus to click on different music genres on self-service screens, selecting their favorite songs from about 150,000 tracks. Customers can also record their own music albums at 99 cents per song, completing the recording within 10 minutes. According to the plan, these coffee houses will appear in 45 stores in Seattle, Washington, and Austin, Texas, gradually expanding across the United States. It seems that the music experienced by the 35 million customers who visit Starbucks weekly will no longer just be background music.
Modern research shows: Music can change the cognitive preferences of target consumers. Different audio qualities, tones, and rhythms are easier ways to establish positive cognition, eliminating risks and doubts, and are applicable to all industries.
Nowadays, everyone talks about experiential economy and experiential terminals, but in reality, we often see cold products, along with various promotional information played on televisions and speakers. Can sales purposes really be achieved under such obvious advertising intentions?
Lianhua Supermarket, as a leading domestic chain supermarket, was the first to play gentle and soothing pop music in the supermarket, such as songs by Faye Wong, creating an atmosphere akin to entering a café. The purpose of this move is to slow down the pace of consumers, allowing them to freely select goods while enjoying the music, thereby driving more sales. This meticulous marketing method is rarely seen in domestic retail terminals. The previous terminal shouting-style promotions have turned into soft ballads, not only creating a better sales atmosphere but also changing the consumer's mindset mode, shifting from pursuing good value for money to seeking a higher quality of life.
Using music to enhance marketing, music serves as humanity's second language of communication, playing an unexpected role in enhancing relationships with consumers and promoting sales. A typical example is the cough medicine Keke, with its dynamic and melodious female voice, transforming this originally obscure non-prescription drug into a top-selling cough remedy.
Learning from successful experiences in related industries, "music marketing" may change the weakness of content production in the digital signage ecosystem. Moreover, it could even become a new breakthrough for digital signage software providers. The industry has been calling for balance between digital signage software, hardware, and content production, and only a three-legged walk is most desirable.
It is worth noting that retail terminals should choose different music according to their positioning, product categories, and class. For example, KFC chooses fast-paced songs to align with the fast-food positioning, increasing turnover rates, accelerating customer dining speed, and encouraging customers to leave promptly after eating, playing a certain role.
Music, as an indispensable part of everyone's life, current research finds that some beautiful music not only touches the heart but also influences judgment and behavior. Sound waves can even penetrate cell DNA, forming harmonious resonance. Some music can change people's emotions and even adjust brain waves to the most relaxed state - Alpha brain waves. At this moment, mind and body are pleasant, full of vitality, making it easier to produce happiness. This is very important for our marketing. Through music interaction and resonance, consumers can buy more, use more, eat more, and play more, naturally leading to more sales. So how should music marketing be conducted appropriately? The following cases can help open your mind:
The uniqueness of OPPO's music phone lies in using South Korean stars and South Korean music to create a dreamy musical world, precisely the memory and feeling people yearn for but cannot obtain. Looking at the advertisements of other brands' music phones broadcasted on Hunan TV and Zhejiang TV, you will find that apart from seeing BMWs, there is nothing that leaves a good impression. The inappropriate choice of music and short playback time makes it difficult for viewers to experience the power of music, significantly reducing the effect. Music marketing is not just about doing it; the key is choosing the right occasion, selecting music that truly touches the heart, and presenting it through the appropriate atmosphere and people. This is not a technical issue but a profound understanding of the consumer group and unique marketing strategies.