Marketing to Women - The Power of Music

 

If you want your product or service to make an emotional connection, include music in your messaging. 

Music is the language of emotion.   The brain areas used in deciphering, learning, and remembering music are connected or related to areas of the brain which produce emotional responses. (Think right brain, the limbic system and the hippocampus)

If you want to produce a powerful emotional response (the holy grail in marketing to women) music is an essential tool in a marketer's tool belt.

Music Video for the National Hemophilia Foundation

I recently visited Tom Jordan and his super talented posse of people at Hoffman York in Milwaukee.  Tom shared a video he produced for the National Hemophilia Foundation.  It's called Victory for Women. 

Here's the description of the video:

To raise awareness about Victory for Women we teamed up with musical artist, Jessica Rae, and original songwriter, Tom Jordan, to create the official Victory for Women song and music video. The video also features pictures from our 2011 calendar showing photographs of women with bleeding disorders and our maroon victory scarf symbolizing unity among women with bleeding disorders.

I was immediately taken with the video.  I loved the attention to detail.  The pictures are shown in beautiful gold frames.  And there's just something about that red scarf floating in the air that stuck with me.

Here's what Tom Jordan shared with me about the creation of the video:

Music portrays sincere emotion better than anything else. I once did a presentation where I took popular movies, “The Natural:, “Breakfast at Tiffany’s” “Top Gun” and removed the music from certain scenes. We got very, very passive reactions. When I replayed it with the music, there were tears, pride, smiles. Music moves us.

The video helps portray the transition from feeling all alone to being part of a community. The scarf is the symbol we used to convey a common thread.

The reaction to the video? Smiling through the tears. The most constant comment was, “how did you know?” Well, I “channeled” some of the women with the disease and wrote what I felt they told me.

Kudos to Tom Jordan, Hoffman York and the National Hemophilia Foundation on a job well done.  Watch the Victory for Women video.

How are you using music to create emotional engagement and stronger connections with your audience and customers? 

 

 

Comments

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