2020 Fierce Pharma Marketing Award Win!
Today’s modern marketers are always trying to grab the attention of Millennials and their immense spending power. What types of content could possibly speak uniformly to this complex demographic of 77 million people? Music. That’s your answer.
According to Mashable, in the last decade music has been one of the most helpful tools used by marketers in connecting with the Millennial demographic. Sit back for a moment and think about some of your favorite music; what types of emotions does it draw from you, what kind of connections do you feel? Some of today’s most brilliant marketers have figured out how to harness the pure emotional connection that people derive from music, especially Millennials.
But music’s emotional connection goes deeper than just using a popular song as the soundtrack for a 30 second spot. For example, the alliance between Dave Matthews Band and UPS. The two groups partnered up to reduce the carbon footprint of the Dave Matthews Band Caravan Tour, having UPS handle the logistics behind transporting the massive stages and equipment. This strategy perfectly targeted the cause-oriented crowd demographic, and produced a brand interaction that everyone could get behind.
While no Dave Matthews Band music made the soundtrack of a single UPS commercial, marketers were able to establish a connection, one that utilizes a deeper partnership that goes beyond just building awareness. Music isn’t only about the sound; we identify with the shared meanings and beliefs behind every piece. Marketers who can cleverly align their brands with these social and cultural dogmas reap the rewards.
How does your company use music as part of your client's DNA? We want to hear from you!