Though brands today want in-store experiences to be consistent across borders, they also want to connect to their customers — where they live — in ways that are relevant and perhaps a bit unexpected. The music in-store must be the conversation starter. When done right, the conversation feels familiar. And when done wrong, the effects can be polarizing.
Brands want to be able to say, “This is our brand. This is our core sound. But this is your ‘hood and we get it. Therefore, we understand you, our costumers.” Engaging the core customer in that conversation, globally — through in-store content, social media, and other communication platforms — is what will lead to success.
PlayNetwork is the leading global provider of music and entertainment media experiences for brands worldwide. We partner with over 400 brands spanning 110,000 customer locations in more than 110 countries, our work reaching 100 million people every day. This post, The Global Conversation is About Cohesion, is a part of our Keys to Marketing with Music series. To learn more about PlayNetwork, visit www.PlayNetwork.com.