The Right Music for Your Business

While standing in line at one of my favorite restaurants a few weeks ago (Pinocchio’s in Burbank), I found myself watching people in the winding line. Unlike other lines that became so familiar during the pandemic, nobody seemed to mind that they had not moved more than a few feet. I wondered why this crowd was in such a good mood even though their dining experience was being delayed.

Then it dawned on me. They were already deeply submerged in the experience because this authentic Italian American restaurant was playing authentic Italian-American music from authentic Italian-American crooners. It was the music. Where else can you sit down to the best Veggie Lasagna in town while being serenaded by the likes of Frank Sinatra, Louis Prima, Vic Damone, Jerry Vale, Tony Bennett, Russ Columbo, Dean Martin, and Perry Como?

Without the right music, this would have been just another restaurant on another street, in another city where the pandemic had made its mark. Instead, people happily lined up around the building like they were getting ready for a ride at Disneyland.

If you are business owner, here are three things to remember about how music can take your customers on your brand journey.

1. Music affects the way customers perceive your brand.

Music has the ability to shape how customers perceive your business. Even if customers don’t think that music plays a part in their judgment, a majority of them will be left with the impression that the store is cool and modern when upbeat music is played, but tired and dull when slow rock music is performed. The same is true if a brand calls for a calming atmosphere, but the employee prefers rock and plays it instead. It is out of place, and the customer notices.

2. Music influences the behavior of your customers

Music can affect how long your shoppers stay in your store and can even attract window shoppers to become actual shoppers. When that happens, they buy more products and are more likely to become repeat buyers. In that way, music is a type of magnet when it matches shoppers to their tastes.

3. Music boosts staff morale and efficiency.

Your staff most likely listens to the same music over and over. In the same way that music influences customers, it also influences the mood and tempo of customer service through your employees. The type of music can influence their level of productivity and enthusiasm.

To capitalize on the benefits of music, choose distinct and memorable sounds that match your business type. Be aware of the tempo and volume to be sure that it enhances the experience and doesn’t offend. It’s important to know your audience, what they like or dislike and how you can play into these ideas with sound. Consider analyzing sales throughout the day and consider how music is affecting those sales. Different pacing of traffic times could call for different types of music – rush hour could mean it’s time to put on fast-paced music, while off-peak hours could benefit from slow music.

Take the time to study music for your business. Using the right music can multiply profits. Do it wrong, and it could have the opposite effect. And as the King of Cool would say, “Ain’t that a kick in the head?”