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Tyler Gray, co-author of The Sonic Boom: How Sound Transforms the Way We Think, Feel and Buy. 0

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Tyler Gray, co author of The Sonic Boom: How Sound Transforms the Way We Think, Feel and Buy./whats new events audio
The below is a reposted arti­cle I wrote for the Pub­lic Rela­tions Soci­ety of NY (PRSA-NY)
By Peter Bossio

Tyler Gray took the stage and asked us the fol­low­ing open­ing ques­tion:
Do you rec­og­nize that sound? He gave us a moment to ponder…

Could it be radio sta­tic? Too incon­sis­tent. Too Crackly.

Per­haps the siz­zling of faji­tas? Granted it took a few mil­lisec­onds but the pro­jec­tor fired up to reveal a full frame col­or­ful pho­to­graph of Siz­zling Faji­tas. But some­thing still felt like it miss­ing and where in the world was he going with this?

We then learned about how impor­tant those few mil­lisec­onds are. You hear that sound. It turns your head. After that you see it, then you smell it, then your mouth starts water­ing. It’s a mul­ti­sen­sory effect that begins with sound. The other senses orga­nize around it and sud­denly you’ve got an expe­ri­ence. That’s “The Fajita Effect”. Shar­ing some stats on exactly how suc­cess­fully Chili’s used sound to sell faji­tas where other restau­rants had failed he now had our full atten­tion. Fol­low­ing was the unmis­tak­able audio clip from a Mis­ter Sof­tee ice cream truck and a quote from the book. “You’re buy­ing more than ice cream you’re buy­ing child­hood” ~James Con­way a founder of Mr. Softee.

We then played a brand cen­tered ver­sion of name the Sonic Sig­na­ture. This was a per­fect demon­stra­tion that any brand regard­less of cat­e­gory can use sound to increase atten­tion. The sam­ples ranged from Intel and Audi to MGM Stu­dios. Dur­ing the Q&A an attendee com­mented that the large newer social brands don’t seem to use Sonic brand­ing. An unplanned but bril­liant seg­way had Jen­nifer Bas­sett, Global Con­tent Lead of Spo­tify — enter stage left. She rein­forced Spo­tify as the event part­ner shar­ing key ana­lyt­ics on how effec­tive audio brand­ing can be and directed us to their www.spotifyforbrands.com web­site for more information.

The event felt more like a high-level infor­ma­tion exchange then a lec­ture. An audi­ence mem­ber who engi­neers sound for ATM’s vol­un­teered another resource that tracks what brands are doing in the Sonic arena. It was clear from this exchange that PRSA-NY attracts not only a high cal­iber of speaker but also the oppor­tu­nity to learn from the col­lec­tive expe­ri­ence in the room.

Key Take-Aways:

  • Sound dri­ves us to action faster than any other sense
  • Strate­gi­cally think about sound as an input instead of an output
  • Cap­tur­ing atten­tion starts by being quiet and lis­ten­ing to all the noise
  • Sound is the for­got­ten sense. It tells you what to do even if you don’t see it.