Vladislav L. Digital Audio Marketer

Miracles of audio marketing

Audio marketing, in simple terms, is a well organized internal store radio. By the word well-organized it should be understood that marketers, working on the audio content, took into account a number of factors, emphasized something from the experience of foreign colleagues or tutorials on influencing the client.

The ultimate goal of this broadcast network is to control the attention and mood of customers, to relax their vigilance on details, to involve them in spontaneous purchases and, of course, to be fully aware of the network's promotions and discounts, which should inevitably lead to an increase of the average check.

Audio marketing is a new way to increase income. Do not forget that malls earn on advertising. The advertising price list, speaking of this format, does not differ much from the prices on local radio. Considering the number of suppliers in an average supermarket and a number of other significant factors such as area, foot traffic, brand, number of stores in the network, it is already possible to add up a picture of daily earnings from audio advertising.

Do not forget about the work of the marketing department and its interaction with the commercial department. With a close symbiosis of these departments, working with new suppliers, new contracts for online advertising can grow, based on the plan for the development of a new product for the next six months.

How does modern retail work? There are several technological solutions on the market in this area. Let's start with the simple ones:

"The director is a flash drive."

Marketers form an on-air network of musical content. Then they upload the files to the cloud. Then, the directors or responsible persons download the files to a USB flash drive and run background music in stores. The word "technologically" here can only be said about cloud storage.

Pros: do it yourself and for free.

Cons: human factor, discipline (may not be broadcast with music and advertising, lack of control); time costs for launching the air (formation, downloading, uploading to a flash drive from the cloud, launching at retail outlets); rare update.

Streaming radio and its varieties.

A modern and technological solution that has a number of advantages over the above, nullifying their disadvantages. On a server or on a local PC, using specialized programs, a playlist is set up with a schedule of background music and advertising according to the required parameters (release date, time, and so on), then a stream is formed (it is also a link to the player), which is subsequently launched in retail outlets either on existing PCs or mini PCs.

Pros: timely launch; lack of flash drives; updating the air at the right time.

Cons: dependence on the Internet; one stream (one playlist) for all stores; overload of the Internet connection.

Systems of automatic transmission.

Such systems consist of two parts:

1. The server (accessible through a browser. All settings are made in it, the formation of the air grid, downloading music and advertising);

2. Client program (a player that is downloaded to a PC, mini PC, tablets, smartphones, from which the broadcast will take place in retail outlets)

How it works: First, you need to upload content (music, advertising) on the website in your personal account, then form the broadcast (make fine adjustments, distribute background music, advertising at a given time and at a given outlet), then install the player in outlets and run it. It will start and stop at the set time.

Pros: the ability to broadcast your own playlist to each store; accounting for time zones (if the stores are located in different time zones); start-up and shutdown according to predetermined parameters; automating the launch of advertising campaigns and playlists; use of existing equipment; uninterrupted operation without Internet connection; control and statistics of reproducible advertising blocks; ease of management.

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