[Music]
good evening folks
my name is Stefan and I’m gonna talk a
bit about music for growth and what the
role of music can be for for brands and
companies so let’s kick this thing so
music plays many different roles for us
people and many different roles for
companies as well I want to mention two
different areas tonight communication
and culture so for first and foremost
communication music I would say is the
original form of storytelling we have
actually found musical artifacts
instruments that are 40,000 years old
and if you put that in perspective we
started to read and write just like
three four thousand years ago so music
is pretty much in our DNA so music
definitely has a value for us people and
humans what’s the value so spoiler alert
but when you ask economists about the
value of music they probably gonna show
you something like this it’s around the
same amount as the GDP of New Zealand
and that is around 160 billion US
dollars but obviously music has so many
more values to us all and I want to show
you a few of those values both big and
small music has played a role in in
different parts of society and different
parts of history this one is obviously a
example of a bigger scale actually music
has played a role in changing society
and the way we interact with people but
also on a lower scale music is changing
our lives and music is
soundtrack to a lot of moments in our
life so from falling in love you
probably have a specific song for that
specific moment and you probably also
have a specific song for this moment
when you fall out of love so again music
is sound tracking our lives in both big
and small and culture reflects music
music is fueling media and fueling
specifically social media this is the
example of if you aggregate followers
for both Instagram Facebook and Twitter
the top 5 positions of people who have
the most followers are all musical
artists or have a connection to music so
music is really really fueling the
culture all around us and a more
up-to-date example where actually music
can reflect culture and events around us
the zeitgeist a couple of days ago when
SpaceX launched their amazing latest
rocket music streaming of David Bowie’s
all hit life and Mars peaked it spiked
and a 300% increase in streams that
specific day so that’s an example of how
culture and events around us also can
feel music but today I also want to
share how music can help brands and
companies to drive growth both in their
marketing and also in the way they sell
their products few examples the first
and foremost I’m going to talk a little
bit about how the brain works and how
branding works so sorry for the my lousy
form of humor here branding what you can
see here is basically how
purchase decisions are made purchase
decisions are very emotional and they
are very seldom rational and the way
successful companies has been using and
and been thinking about marketing is to
build a complex structure of different
memories around their brand so both
number of memories so the quantity of
memories we have around specific brand
or product but also the quality of those
memories we have about that brand or
product that matters a lot when we
actually are in the purchase in the
point of purchase so that memory
structure helps us to get that product
out of the shelf when we are in the
store where it helps us to search for
the product or the service when we are
online and how do you build that memory
structure well you do that by
stimulating a lot of different senses we
have not only our visual senses but also
through sound and through music so
that’s why a lot of brands use music in
their TV ads or in the radio ads or in
their online content and I want to give
you a few examples on how brands are
using music in their marketing and in
their sales and why do I talk about this
right now well mainly because this has
been a lot of research recently on this
specific topic things that we were
guessing or things we had a gut feeling
about a couple of years ago now we can
actually prove in research and specific
cases so that’s going to the first one
this is a example from one way of
experiencing music from a live event and
a recent study can actually prove that
brands
who are engaging in live events such as
festivals or concerts and other music
events they can gain from that
investment they do in different ways but
live events are really engaging the
audience the audience are really forward
leaning and very interested in
experiencing the full event around that
festival
so if brands are there and are helping
the festival attendees with something or
if they make the experience a little bit
more fun they are gonna get a good
return on that investment
both in terms of likability of the brand
but also in the way we consumers
recommend that brand to our friends and
family so that’s an example from the
live event and festival scene another
case I want to show you is how see how
recorded music can improve sales so if
the former example was around branding
this example is about sales how can
music drive sales the example given here
is actually a recent Swedish study and
it’s this biggest study on this topic
ever globally where where the company
actually have analyzed their background
music they play in their quick service
restaurants and with different types of
scenarios of music and different type of
programming of music in different
restaurants they have been able to track
how sales is influenced by the music
they play in their restaurants and for a
big company like this one an increase of
9 percent in sales is obviously
fantastic achievement and a great in
it so again they want to use music even
more and they are thinking about
background music even harder to increase
their sales and it’s great because
everybody wins
the customer wins because they have a
better experience of their visit to this
restaurant the staff wins because they
get a better work shift because it’s
their music they are you know happier
and feel more motivated and obviously
the shareholders wins as well because an
increase in nine percent is pretty good
for chairs value so that’s a example
from how music can increase sales but
this is an example also a recent study
how you can increase productivity and
creativity at the workplace with music
again this is background music and also
the music that people the individual
staff members are listening to at the
office so by choosing and programming
the right music you can actually
increase productivity and also
creativity and just imagine what that
can do with a lot of different companies
or schools for that matter last example
on background music this is a bit more
is it is a more an anecdotal study but
still a nice and interesting case a wine
store recently did an experiment where
they played in different times during
the day they played French music
different times of the day they played
German music and guess what when German
music was played they sold more German
wine and another fact is that when they
played classical music they sold more
expensive wines so it’s very
subconscious this regarding background
music
it’s really interesting to see all the
new research and new insights we get
from a lot of companies who are daring
to test and try this so I was just want
to end off with with this music can help
companies and brands in different
aspects in both marketing and in sales
and also in the company culture so my
question is how can your company press
play or music thank you
[Music]
good evening folks
my name is Stefan and I’m gonna talk a
bit about music for growth and what the
role of music can be for for brands and
companies so let’s kick this thing so
music plays many different roles for us
people and many different roles for
companies as well I want to mention two
different areas tonight communication
and culture so for first and foremost
communication music I would say is the
original form of storytelling we have
actually found musical artifacts
instruments that are 40,000 years old
and if you put that in perspective we
started to read and write just like
three four thousand years ago so music
is pretty much in our DNA so music
definitely has a value for us people and
humans what’s the value so spoiler alert
but when you ask economists about the
value of music they probably gonna show
you something like this it’s around the
same amount as the GDP of New Zealand
and that is around 160 billion US
dollars but obviously music has so many
more values to us all and I want to show
you a few of those values both big and
small music has played a role in in
different parts of society and different
parts of history this one is obviously a
example of a bigger scale actually music
has played a role in changing society
and the way we interact with people but
also on a lower scale music is changing
our lives and music is
soundtrack to a lot of moments in our
life so from falling in love you
probably have a specific song for that
specific moment and you probably also
have a specific song for this moment
when you fall out of love so again music
is sound tracking our lives in both big
and small and culture reflects music
music is fueling media and fueling
specifically social media this is the
example of if you aggregate followers
for both Instagram Facebook and Twitter
the top 5 positions of people who have
the most followers are all musical
artists or have a connection to music so
music is really really fueling the
culture all around us and a more
up-to-date example where actually music
can reflect culture and events around us
the zeitgeist a couple of days ago when
SpaceX launched their amazing latest
rocket music streaming of David Bowie’s
all hit life and Mars peaked it spiked
and a 300% increase in streams that
specific day so that’s an example of how
culture and events around us also can
feel music but today I also want to
share how music can help brands and
companies to drive growth both in their
marketing and also in the way they sell
their products few examples the first
and foremost I’m going to talk a little
bit about how the brain works and how
branding works so sorry for the my lousy
form of humor here branding what you can
see here is basically how
purchase decisions are made purchase
decisions are very emotional and they
are very seldom rational and the way
successful companies has been using and
and been thinking about marketing is to
build a complex structure of different
memories around their brand so both
number of memories so the quantity of
memories we have around specific brand
or product but also the quality of those
memories we have about that brand or
product that matters a lot when we
actually are in the purchase in the
point of purchase so that memory
structure helps us to get that product
out of the shelf when we are in the
store where it helps us to search for
the product or the service when we are
online and how do you build that memory
structure well you do that by
stimulating a lot of different senses we
have not only our visual senses but also
through sound and through music so
that’s why a lot of brands use music in
their TV ads or in the radio ads or in
their online content and I want to give
you a few examples on how brands are
using music in their marketing and in
their sales and why do I talk about this
right now well mainly because this has
been a lot of research recently on this
specific topic things that we were
guessing or things we had a gut feeling
about a couple of years ago now we can
actually prove in research and specific
cases so that’s going to the first one
this is a example from one way of
experiencing music from a live event and
a recent study can actually prove that
brands
who are engaging in live events such as
festivals or concerts and other music
events they can gain from that
investment they do in different ways but
live events are really engaging the
audience the audience are really forward
leaning and very interested in
experiencing the full event around that
festival
so if brands are there and are helping
the festival attendees with something or
if they make the experience a little bit
more fun they are gonna get a good
return on that investment
both in terms of likability of the brand
but also in the way we consumers
recommend that brand to our friends and
family so that’s an example from the
live event and festival scene another
case I want to show you is how see how
recorded music can improve sales so if
the former example was around branding
this example is about sales how can
music drive sales the example given here
is actually a recent Swedish study and
it’s this biggest study on this topic
ever globally where where the company
actually have analyzed their background
music they play in their quick service
restaurants and with different types of
scenarios of music and different type of
programming of music in different
restaurants they have been able to track
how sales is influenced by the music
they play in their restaurants and for a
big company like this one an increase of
9 percent in sales is obviously
fantastic achievement and a great in
it so again they want to use music even
more and they are thinking about
background music even harder to increase
their sales and it’s great because
everybody wins
the customer wins because they have a
better experience of their visit to this
restaurant the staff wins because they
get a better work shift because it’s
their music they are you know happier
and feel more motivated and obviously
the shareholders wins as well because an
increase in nine percent is pretty good
for chairs value so that’s a example
from how music can increase sales but
this is an example also a recent study
how you can increase productivity and
creativity at the workplace with music
again this is background music and also
the music that people the individual
staff members are listening to at the
office so by choosing and programming
the right music you can actually
increase productivity and also
creativity and just imagine what that
can do with a lot of different companies
or schools for that matter last example
on background music this is a bit more
is it is a more an anecdotal study but
still a nice and interesting case a wine
store recently did an experiment where
they played in different times during
the day they played French music
different times of the day they played
German music and guess what when German
music was played they sold more German
wine and another fact is that when they
played classical music they sold more
expensive wines so it’s very
subconscious this regarding background
music
it’s really interesting to see all the
new research and new insights we get
from a lot of companies who are daring
to test and try this so I was just want
to end off with with this music can help
companies and brands in different
aspects in both marketing and in sales
and also in the company culture so my
question is how can your company press
play or music thank you
[Music]
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