Lokalrundfunktage 2012

1. Sound, listening and
the future of radio
www.thesoundagency.com

3. sound affects!

5. your
amazing
ears

6. Accidental and unpleasant

7. unconscious

8. Physiological

9. Psychological

10. Cognitive

11. Open plan offices
productivity
➡66% Banbury & Berry (1998)

12. Behavioural

13. Inappropriate
retail soundscapes
sales
➡28% Milliman, 1982

14. SoundFlow™

15. Every
brand
is
making
sound
right
now!

17. Text

18. Daily branded messages have increased by over
560
in 1971
400% Over 3,000
in 1997
source: Data Smog, David Shenk

19. 150 million
one million years
tens of billions
Text

20. crossmodal effects

21. sight affects listening
Courtesy Prof Aarnt Maasø

22. sound affects touch/taste
5KHz ➜ +15%

23. sound affects
product
satisfaction

24. super additivity

25. V + S(c) ➜ +1107%
12x

26. V + S(i) ➜ –86%
14%

27. 83%
Fortune 500 spend on visual communication - BRAND sense (Martin Lindstrom)

28. the opportunity
Sight Sound Smell Touch Taste
importance F500 spend Source: BRANDsense, Martin Lindstrom

29. The gateways to the emotions
The ladder of
intimacy
• I see it
• I hear it
• I touch it
• I smell it
• I taste it
Sight Sound Smell Touch Taste
Conscious Nonconscious™

31. Soundscapes
Text

32. French v German
wines
Identical Alternating days of
visual displays French and German
music
North, Hargreaves
& McKendrick (1997)
French music days German music days
5F to 1G 2G to 1F
Text

33. generative sound: the Ambifier™
surface hypersonic
transducers speakers

34. BAA￨Glasgow Airport
Target:
reduce stress
Generative
soundscape
Retail sales
increased by 3-10%

35. Brand
Voice Gender
Age
Register and pitch
Intonation
Timbre
Pace
Emotional tone
Accent
Vocabulary
Slogans
Text Catchphrases

36. the instrument
we all play

37. voice v text
natural
synchronous
rich
nuanced
interactive
fast

38. Brand Music
a cautionary tale
Text

39. Music
recognition + association = power

41. Branded Audio
Text

42. fusion

45. radio?

47. trusted guide

48. trusted guide
brands
personalities
relationships
audience

49. radio
means
relationship

50. Massive coverage
Low cost
Intimate emotional bond
Attention
Affective and effective
Text

51. receive
send

52. DANGER
we are losing
our listening

54. www.cartoonstock.com

56. connected?

58. NIHL

61. 25%
60% listening
Barker et al, 1980 Nichols & Lewis, 1954

62. making meaning
from sound

63. pattern recognition
differencing
filters

64. culture
language
values
beliefs
attitudes
expectations
intentions

65. “Most people never listen.”
Ernest Hemingway

66. 1

67. 2

68. 3

69. 4
listening positions

70. listening positions
active | passive
reductive | expansive
critical | empathetic

71. reductive
expansive

72. leaders
R
5
teachers
A
spouses
S
parents
A
friends

73. R
A
S
A

74. Receive
Appreciate
Summarise
Ask

75. Listen consciously!
To do Brands
• Optimise BrandSound™
• Consistency + accountability
Radio
• Leverage your expertise
• Be trusted guides
• Be champions for listening
• Redefine the word radio

76. trusted
guides
in sound

77. www.thesoundagency.com
Type to enter text
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