| If you want to grab—and hold—consumers’ attention, just whistle. Or sing, swing, or two-step. Respondents to a recent survey cited music as the advertising element most likely to attract their attention.
Music took the top spot among 36 percent of respondents overall, and was deemed particularly effective by 18 to 34-year-old women (cited by 43 percent) and women ages 45-54 (47 percent).
No need to blow next year’s marketing budget on the Rolling Stones: Such marketers as Gap Inc., Nike, Volkswagen, and Best Buy are turning to offbeat music by emerging artists to establish or reinforce a hip identity for their brands.
Don’t wait too long, though. “If you embrace new artists from the beginning, young consumers will believe in you,” says David Watkins, president of Icon Lifestyle Marketing, a firm that matches advertisers and hip-hop artists, “but companies that jump in at the last minute will fail.”. |
