good evening folks my name is Stefan and I’m gonna talk a
my name is Stefan and I’m gonna talk a
my name is Stefan and I’m gonna talk a bit about music for growth and what the
bit about music for growth and what the
bit about music for growth and what the role of music can be for for brands and
role of music can be for for brands and
role of music can be for for brands and companies so let’s kick this thing so
companies so let’s kick this thing so
companies so let’s kick this thing so music plays many different roles for us
music plays many different roles for us
music plays many different roles for us people and many different roles for
people and many different roles for
people and many different roles for companies as well I want to mention two
companies as well I want to mention two
companies as well I want to mention two different areas tonight communication
different areas tonight communication
different areas tonight communication and culture so for first and foremost
and culture so for first and foremost
and culture so for first and foremost communication music I would say is the
communication music I would say is the
communication music I would say is the original form of storytelling we have
original form of storytelling we have
original form of storytelling we have actually found musical artifacts
actually found musical artifacts
actually found musical artifacts instruments that are 40,000 years old
instruments that are 40,000 years old
instruments that are 40,000 years old and if you put that in perspective we
and if you put that in perspective we
and if you put that in perspective we started to read and write just like
started to read and write just like
started to read and write just like three four thousand years ago so music
three four thousand years ago so music
three four thousand years ago so music is pretty much in our DNA so music
is pretty much in our DNA so music
is pretty much in our DNA so music definitely has a value for us people and
definitely has a value for us people and
definitely has a value for us people and humans what’s the value so spoiler alert
humans what’s the value so spoiler alert
humans what’s the value so spoiler alert but when you ask economists about the
but when you ask economists about the
but when you ask economists about the value of music they probably gonna show
value of music they probably gonna show
value of music they probably gonna show you something like this it’s around the
you something like this it’s around the
you something like this it’s around the same amount as the GDP of New Zealand
same amount as the GDP of New Zealand
same amount as the GDP of New Zealand and that is around 160 billion US
and that is around 160 billion US
and that is around 160 billion US dollars but obviously music has so many
dollars but obviously music has so many
dollars but obviously music has so many more values to us all and I want to show
more values to us all and I want to show
more values to us all and I want to show you a few of those values both big and
you a few of those values both big and
you a few of those values both big and small music has played a role in in
small music has played a role in in
small music has played a role in in different parts of society and different
different parts of society and different
different parts of society and different parts of history this one is obviously a
parts of history this one is obviously a
parts of history this one is obviously a example of a bigger scale actually music
example of a bigger scale actually music
example of a bigger scale actually music has played a role in changing society
has played a role in changing society
has played a role in changing society and the way we interact with people but
and the way we interact with people but
and the way we interact with people but also on a lower scale music is changing
also on a lower scale music is changing
also on a lower scale music is changing our lives and music is
our lives and music is
our lives and music is soundtrack to a lot of moments in our
soundtrack to a lot of moments in our
soundtrack to a lot of moments in our life so from falling in love you
life so from falling in love you
life so from falling in love you probably have a specific song for that
probably have a specific song for that
probably have a specific song for that specific moment and you probably also
specific moment and you probably also
specific moment and you probably also have a specific song for this moment
have a specific song for this moment
have a specific song for this moment when you fall out of love so again music
when you fall out of love so again music
when you fall out of love so again music is sound tracking our lives in both big
is sound tracking our lives in both big
is sound tracking our lives in both big and small and culture reflects music
and small and culture reflects music
and small and culture reflects music music is fueling media and fueling
music is fueling media and fueling
music is fueling media and fueling specifically social media this is the
specifically social media this is the
specifically social media this is the example of if you aggregate followers
example of if you aggregate followers
example of if you aggregate followers for both Instagram Facebook and Twitter
for both Instagram Facebook and Twitter
for both Instagram Facebook and Twitter the top 5 positions of people who have
the top 5 positions of people who have
the top 5 positions of people who have the most followers are all musical
the most followers are all musical
the most followers are all musical artists or have a connection to music so
artists or have a connection to music so
artists or have a connection to music so music is really really fueling the
music is really really fueling the
music is really really fueling the culture all around us and a more
culture all around us and a more
culture all around us and a more up-to-date example where actually music
up-to-date example where actually music
up-to-date example where actually music can reflect culture and events around us
can reflect culture and events around us
can reflect culture and events around us the zeitgeist a couple of days ago when
the zeitgeist a couple of days ago when
the zeitgeist a couple of days ago when SpaceX launched their amazing latest
SpaceX launched their amazing latest
SpaceX launched their amazing latest rocket music streaming of David Bowie’s
rocket music streaming of David Bowie’s
rocket music streaming of David Bowie’s all hit life and Mars peaked it spiked
all hit life and Mars peaked it spiked
all hit life and Mars peaked it spiked and a 300% increase in streams that
and a 300% increase in streams that
and a 300% increase in streams that specific day so that’s an example of how
specific day so that’s an example of how
specific day so that’s an example of how culture and events around us also can
culture and events around us also can
culture and events around us also can feel music but today I also want to
feel music but today I also want to
feel music but today I also want to share how music can help brands and
share how music can help brands and
share how music can help brands and companies to drive growth both in their
companies to drive growth both in their
companies to drive growth both in their marketing and also in the way they sell
marketing and also in the way they sell
marketing and also in the way they sell their products few examples the first
their products few examples the first
their products few examples the first and foremost I’m going to talk a little
and foremost I’m going to talk a little
and foremost I’m going to talk a little bit about how the brain works and how
bit about how the brain works and how
bit about how the brain works and how branding works so sorry for the my lousy
branding works so sorry for the my lousy
branding works so sorry for the my lousy form of humor here branding what you can
form of humor here branding what you can
form of humor here branding what you can see here is basically how
see here is basically how
see here is basically how purchase decisions are made purchase
purchase decisions are made purchase
purchase decisions are made purchase decisions are very emotional and they
decisions are very emotional and they
decisions are very emotional and they are very seldom rational and the way
are very seldom rational and the way
are very seldom rational and the way successful companies has been using and
successful companies has been using and
successful companies has been using and and been thinking about marketing is to
and been thinking about marketing is to
and been thinking about marketing is to build a complex structure of different
build a complex structure of different
build a complex structure of different memories around their brand so both
memories around their brand so both
memories around their brand so both number of memories so the quantity of
number of memories so the quantity of
number of memories so the quantity of memories we have around specific brand
memories we have around specific brand
memories we have around specific brand or product but also the quality of those
or product but also the quality of those
or product but also the quality of those memories we have about that brand or
memories we have about that brand or
memories we have about that brand or product that matters a lot when we
product that matters a lot when we
product that matters a lot when we actually are in the purchase in the
actually are in the purchase in the
actually are in the purchase in the point of purchase so that memory
point of purchase so that memory
point of purchase so that memory structure helps us to get that product
structure helps us to get that product
structure helps us to get that product out of the shelf when we are in the
out of the shelf when we are in the
out of the shelf when we are in the store where it helps us to search for
store where it helps us to search for
store where it helps us to search for the product or the service when we are
the product or the service when we are
the product or the service when we are online and how do you build that memory
online and how do you build that memory
online and how do you build that memory structure well you do that by
structure well you do that by
structure well you do that by stimulating a lot of different senses we
stimulating a lot of different senses we
stimulating a lot of different senses we have not only our visual senses but also
have not only our visual senses but also
have not only our visual senses but also through sound and through music so
through sound and through music so
through sound and through music so that’s why a lot of brands use music in
that’s why a lot of brands use music in
that’s why a lot of brands use music in their TV ads or in the radio ads or in
their TV ads or in the radio ads or in
their TV ads or in the radio ads or in their online content and I want to give
their online content and I want to give
their online content and I want to give you a few examples on how brands are
you a few examples on how brands are
you a few examples on how brands are using music in their marketing and in
using music in their marketing and in
using music in their marketing and in their sales and why do I talk about this
their sales and why do I talk about this
their sales and why do I talk about this right now well mainly because this has
right now well mainly because this has
right now well mainly because this has been a lot of research recently on this
been a lot of research recently on this
been a lot of research recently on this specific topic things that we were
specific topic things that we were
specific topic things that we were guessing or things we had a gut feeling
guessing or things we had a gut feeling
guessing or things we had a gut feeling about a couple of years ago now we can
about a couple of years ago now we can
about a couple of years ago now we can actually prove in research and specific
actually prove in research and specific
actually prove in research and specific cases so that’s going to the first one
cases so that’s going to the first one
cases so that’s going to the first one this is a example from one way of
this is a example from one way of
this is a example from one way of experiencing music from a live event and
experiencing music from a live event and
experiencing music from a live event and a recent study can actually prove that
a recent study can actually prove that
a recent study can actually prove that brands
brands
brands who are engaging in live events such as
who are engaging in live events such as
who are engaging in live events such as festivals or concerts and other music
festivals or concerts and other music
festivals or concerts and other music events they can gain from that
events they can gain from that
events they can gain from that investment they do in different ways but
investment they do in different ways but
investment they do in different ways but live events are really engaging the
live events are really engaging the
live events are really engaging the audience the audience are really forward
audience the audience are really forward
audience the audience are really forward leaning and very interested in
leaning and very interested in
leaning and very interested in experiencing the full event around that
experiencing the full event around that
experiencing the full event around that festival
festival
festival so if brands are there and are helping
so if brands are there and are helping
so if brands are there and are helping the festival attendees with something or
the festival attendees with something or
the festival attendees with something or if they make the experience a little bit
if they make the experience a little bit
if they make the experience a little bit more fun they are gonna get a good
more fun they are gonna get a good
more fun they are gonna get a good return on that investment
both in terms of likability of the brand
both in terms of likability of the brand but also in the way we consumers
but also in the way we consumers
but also in the way we consumers recommend that brand to our friends and
recommend that brand to our friends and
recommend that brand to our friends and family so that’s an example from the
family so that’s an example from the
family so that’s an example from the live event and festival scene another
live event and festival scene another
live event and festival scene another case I want to show you is how see how
case I want to show you is how see how
case I want to show you is how see how recorded music can improve sales so if
recorded music can improve sales so if
recorded music can improve sales so if the former example was around branding
the former example was around branding
the former example was around branding this example is about sales how can
this example is about sales how can
this example is about sales how can music drive sales the example given here
music drive sales the example given here
music drive sales the example given here is actually a recent Swedish study and
is actually a recent Swedish study and
is actually a recent Swedish study and it’s this biggest study on this topic
it’s this biggest study on this topic
it’s this biggest study on this topic ever globally where where the company
ever globally where where the company
ever globally where where the company actually have analyzed their background
actually have analyzed their background
actually have analyzed their background music they play in their quick service
music they play in their quick service
music they play in their quick service restaurants and with different types of
restaurants and with different types of
restaurants and with different types of scenarios of music and different type of
scenarios of music and different type of
scenarios of music and different type of programming of music in different
programming of music in different
programming of music in different restaurants they have been able to track
restaurants they have been able to track
restaurants they have been able to track how sales is influenced by the music
how sales is influenced by the music
how sales is influenced by the music they play in their restaurants and for a
they play in their restaurants and for a
they play in their restaurants and for a big company like this one an increase of
big company like this one an increase of
big company like this one an increase of 9 percent in sales is obviously
9 percent in sales is obviously
9 percent in sales is obviously fantastic achievement and a great in
fantastic achievement and a great in
fantastic achievement and a great in it so again they want to use music even
it so again they want to use music even
it so again they want to use music even more and they are thinking about
more and they are thinking about
more and they are thinking about background music even harder to increase
background music even harder to increase
background music even harder to increase their sales and it’s great because
their sales and it’s great because
their sales and it’s great because everybody wins
everybody wins
everybody wins the customer wins because they have a
the customer wins because they have a
the customer wins because they have a better experience of their visit to this
better experience of their visit to this
better experience of their visit to this restaurant the staff wins because they
restaurant the staff wins because they
restaurant the staff wins because they get a better work shift because it’s
get a better work shift because it’s
get a better work shift because it’s their music they are you know happier
their music they are you know happier
their music they are you know happier and feel more motivated and obviously
and feel more motivated and obviously
and feel more motivated and obviously the shareholders wins as well because an
the shareholders wins as well because an
the shareholders wins as well because an increase in nine percent is pretty good
increase in nine percent is pretty good
increase in nine percent is pretty good for chairs value so that’s a example
for chairs value so that’s a example
for chairs value so that’s a example from how music can increase sales but
from how music can increase sales but
from how music can increase sales but this is an example also a recent study
this is an example also a recent study
this is an example also a recent study how you can increase productivity and
how you can increase productivity and
how you can increase productivity and creativity at the workplace with music
creativity at the workplace with music
creativity at the workplace with music again this is background music and also
again this is background music and also
again this is background music and also the music that people the individual
the music that people the individual
the music that people the individual staff members are listening to at the
staff members are listening to at the
staff members are listening to at the office so by choosing and programming
office so by choosing and programming
office so by choosing and programming the right music you can actually
the right music you can actually
the right music you can actually increase productivity and also
increase productivity and also
increase productivity and also creativity and just imagine what that
creativity and just imagine what that
creativity and just imagine what that can do with a lot of different companies
can do with a lot of different companies
can do with a lot of different companies or schools for that matter last example
or schools for that matter last example
or schools for that matter last example on background music this is a bit more
on background music this is a bit more
on background music this is a bit more is it is a more an anecdotal study but
is it is a more an anecdotal study but
is it is a more an anecdotal study but still a nice and interesting case a wine
still a nice and interesting case a wine
still a nice and interesting case a wine store recently did an experiment where
store recently did an experiment where
store recently did an experiment where they played in different times during
they played in different times during
they played in different times during the day they played French music
the day they played French music
the day they played French music different times of the day they played
different times of the day they played
different times of the day they played German music and guess what when German
German music and guess what when German
German music and guess what when German music was played they sold more German
music was played they sold more German
music was played they sold more German wine and another fact is that when they
wine and another fact is that when they
wine and another fact is that when they played classical music they sold more
played classical music they sold more
played classical music they sold more expensive wines so it’s very
expensive wines so it’s very
expensive wines so it’s very subconscious this regarding background
subconscious this regarding background
subconscious this regarding background music
music
music it’s really interesting to see all the
it’s really interesting to see all the
it’s really interesting to see all the new research and new insights we get
new research and new insights we get
new research and new insights we get from a lot of companies who are daring
from a lot of companies who are daring
from a lot of companies who are daring to test and try this so I was just want
to test and try this so I was just want
to test and try this so I was just want to end off with with this music can help
to end off with with this music can help
to end off with with this music can help companies and brands in different
companies and brands in different
companies and brands in different aspects in both marketing and in sales
aspects in both marketing and in sales
aspects in both marketing and in sales and also in the company culture so my
and also in the company culture so my
and also in the company culture so my question is how can your company press
question is how can your company press
question is how can your company press play or music thank you
”
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