Marketers have long used sound in their promotions. Playing a favorite or well-known song in an ad is a great way to snag the attention of today’s busy consumers. Marketers are beginning to realize that promoting the sound a product makes can increase advertising effectiveness.
Writing for the Wall Street Journal, Ellen Byron reminds readers of the sound many associate with Rice Krispies. As any parent knows, children love the sounds that come from games like Bop-It and Simon. And, if the product itself doesn’t make a sound, marketers may emphasize the packaging. For example, Clinique has rolled out packaging that makes a satisfying click to let consumers know that the tube for its new mascara is properly closed and therefore will stay moist.
Even appliance makers are updating favorite models with new sounds. Who wants to hear an annoying beep when they can listen to a few bars of music? Soon, dishwashers and clothes dryers will be marketed with these features. It won’t be at all surprising to learn that manufacturers will allow consumers to select the type of sound they want to hear when the appliance signals that it needs attention. And then there’s the vacuum cleaner – the appliance that for years has terrorized small children and pets with a disturbing roar. Well-known marketer Dyson has rolled out a new model that is much quieter.
On fine tuning the sound of products and packaging, Ted Owen, vice president of global package design at Clinique, says "these little touches can really separate you from the other guy.” With the daily environment growing louder for most consumers, it seems many marketers might begin to consider how to sell the auditory benefits of their products.[Source: Byron, Ellen. The Search for Sweet Sounds that Sell. Online.wsj.com. 23 Oct. 2012. Web. 22 Nov. 2012]