In a world filled with forgettable marketing and futuristic technology to deliver it to us, we can experience a type of amnesia for the era of mass media and jingles. We can all admit to having a commercial ear worm burrowed into our brains from our childhood, but when it comes to making advertising that leaves a memorable impression today, we are oddly left scratching our heads. But what if the way to getting an ad recalled works off seemingly old school pathways? What if the key to getting an ad seen and remembered, is by making sure it’s HEARD? Today on the show we talk with our co-worker musician/marketer Anthony Henderson about what good ads sound like, and ways marketers can use this info to make more effective campaigns.
“Sales and Marketing Should Be In Harmony”
With 15 years background in sales and marketing, and just as many years experience playing live music, Ant Henderson knows the impact spot-on audio branding can have in all venues of life. As one of the mad scientists here at Audio Content Lab, Ant brings a finely tuned ear and a smorgasbord of technical know-how to the team and excels at creating and connecting the sounds of a brand to the visual messaging in creative and powerful ways. He’s joined us to answer the question,”What does a good ad sound like?”
How Should A Good Ad Use Sound?
It’s a big question, and of course there are many variables that can have an effect on botht eh answer and the outcome. However, Ant feels that there’s a level of thoughtfulness and awareness that needs to be built in to whatever it is he is creating. “I’m very much trying to pull everything about the brand, the legacy, the typography, the tone of voice, and taking all of those visual elements and translating them into the sonic realm. If audio is main the focus feature, how do I grab their attention and hold it?”
Listening is key here, and as the conversation continues we touch on this topic. Not only does the environment the ad is set in matter, but the environment and medium it’s going to be delivered in makes a big difference as well. “The main thing for an audio-based ad, is that they are two different listening experiences. Radio ad is in a location, whereas a digital audio ad is experienced in a headphone or small speaker environment, and you have to be sympathetic to that positioning.”
There are specific sound libraries and techniques that can useful, and we talk about how samples and software can be a help and a hindrance but ultimately it’s your imagination combined with perserverance that will get you across the finish line. “The key to creation in audio ads isn’t just starting ideas, but learning how to finish concepts. Shipping is critical.”
References & Resources
Hot take – https://blog.audiosocket.com/filmmaking/award-winning-ads/
Ant Henderson – https://www.linkedin.com/in/antphenderson/
On the Hook – https://www.onthehook.studio/
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