INDUSTRYNEWS
Glazing trade should
consider breaking stereotypes
UK glass and glazing firms
conform to stereotypes by
speaking with a male voice, new
research has revealed.
A study conducted by PH Media
Group to discover what companies
are using in their audio branding
found the most popular voice is male
and aged between 35 and 45. It is
also corporate, clear, and distinctive
in tone, helping to reinforce a sense
of professionalism.
This profile is hardly surprising,
given it is grounded in traditional
preconceptions of the industry
and reflects a predominantly male
workforce.
But audio branding specialist
PH Media Group advises firms
to choose branding that suits
their specific company values
and claims a female voice may be
equally as effective.
“An older, deeper, male voice
can be used to convey a sense
of authority, especially when
combined with corporate music,”
said Dan Lafferty, Head of Voice
and Music at PH Media Group.
“This is important in an industry
where specialist knowledge,
professionalism and efficiency
are crucial factors in delivering
a service that meets customer
expectations.
“But that doesn’t mean it will
necessarily be the best fit across
the board and companies should
use a voice which best reflects
their products, customer base and
service proposition. A female voice
can be equally authoritative but
is also perceived as soothing and
welcoming, which could work
particularly well for a strong family
brand.”
The research audited glass and
glazing firms’ on-hold marketing the messages heard by callers when
they are put on hold or transferred
- to reveal which voice and music is
most widely used.
The most popular music
tracks were corporate, dynamic
and modern in style, designed
to reinforce the sense of
professionalism communicated
through the tone of voice, while
conveying a forward-thinking
image.
Many firms opt to use popular
music tracks but, due to existing
emotional associations, these tracks
are often unsuitable in convincing a
customer to buy.
“Sound is a powerful emotional
sense,” added Dan. “People
will often attach feelings, both
positive and negative, to a piece of
commercial music, which will be
recalled upon hearing it. Placing a
piece of commercial music in an
on-hold situation, no matter how
cheery and upbeat it may seem, is a
lottery of the individual’s previous
experience of the track. Using
commercial music is also a square
peg, round hole scenario, taking a
piece of music and trying to make
it fit a new purpose to convey a
message it was never intended to.
“A bespoke music track starts from
the ground up, with each element
forming or reflecting the brand
proposition, and with there being
no previous exposure among the
client base. The physical attributes
of the track - whether major, minor,
fast, slow, loud or quiet - are used to
communicate emotional meaning,
rather than the personal experience
of the individual.”
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To read more, visit www.clearview-uk.com
JUN 2014
7