A FRESH APPROACH TO AUDIO

Now is the perfect time for brands to be planning their audio strategy and devising an audio identity.  What, now?  With most of the world in lockdown?   Yes, and here’s why.

Right now radio seems to be enjoying the kind of audiences that six weeks ago media owners could only dream of.  Digital audio is benefitting from lockdown too, with playlists being streamed through smart speakers up and down the country, and podcasts being enjoyed at leisure in the home rather than on the commute.  We shouldn’t be surprised by this: it has long been true that in times of crisis, people turn to radio for news (radio remains Europe’s most trusted medium), entertainment and company through the day.  It’s a shared experience that’s bringing us together in an increasingly isolated world.

Feeling the love

There had been a renewed love for the audio medium even before Covid-19, and we’re sure that the audio industry will see prolonged benefit once the country starts getting back to some sort of normal.  Brands need to be ready, and prepared to make the most of the medium. 

Audio is becoming a bigger part of our lives in other ways too. Increasing use of voice technology and therefore less reliance on screens means that opportunities for brands to interact with consumers visually are decreasing.  Where that is the case, the brand needs to have a ‘sound’, in just the same way as it has a ‘look’.  Audio is also being used more in ambient settings: at point of sale, for example, and at audio-enabled digital poster sites, which we believe one day will be the norm.

This means that, if they don’t already have one, brands are going to need a unique and distinct audio identity.  One they can apply consistently over time and across all appropriate touchpoints.  It will help them cut through the noise and improve recall, brand salience and ultimately, ROI.  (A study by Radiocentre and Ebiquity showed that matching sonic properties across multiple media boosts ROI by up to 400%).

Groundwork

Before a note of music is written or a voice is cast, there’s plenty of groundwork to do. The first stage of designing an audio identity involves having a close look at the brand and its history, culture and aspirations; identifying the target audience, and the platforms and touchpoints where we can best reach them.  Before going into full production, we would then advise our clients to optimise choices using creative testing in the Trisonic LabTM.

So now, when businesses across the land are looking at themselves closely and wondering how they are going to come out of all this, is the perfect time to be doing this groundwork.  If they make preparations now, they can hit the ground running when the country starts getting back to full speed, and with a cohesive, consistently applied audio identity, steal a march on their competitors.

For more information or to start a conversation about planning and designing audio identities, contact Trisonic’s Co-founder and Creative Director Matt Hopper: matt@trisonic.co.uk

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