Photo: MVV Edu
Music has a greater impact on consumer behavior in Vietnam than in most other countries, workshop hears.
Clothing stores that have “sound DNA” similar to the “sound DNA” of customers can increase their sales by up to 30 per cent, Mr. Nguyen Tien Huy, Managing Director of DigiPencil MVV, a digital innovation company, told the Music Marketing workshop in Hanoi on June 16.
“Sound DNA” features elements such as a brand sound, melody, riffs, voice and instruments, he explained.
Spas and the food and beverage industry can also improve their business performance via music. “People feel comfortable with sounds around 432 Hz, so music played should be in that audio frequency,” Mr. Le Tan Thanh Thinh, CEO of Brandbeats, a consultant on music in media channels, said at the workshop.
Vietnamese really love music, he added, and it has a greater influence on people here compared to other ASEAN countries. He cited the Google Consumer Barometer for last January, which found that 53 per cent of Vietnamese use smartphones to listen to music while the ratio in Singapore, Malaysia, Thailand, the Philippines, and Indonesia was only 28, 22, 22, 15 and 6 per cent, respectively.
The percentage of consumers using computers to listen to music in Vietnam is also higher than elsewhere in ASEAN, at 28 per cent, compared to 22, 10, 9, 6, 2 per cent in Singapore, the Philippines, Malaysia, Thailand, and Indonesia, respectively.
Music can even save a brand in Vietnam, Mr. Thinh explained. Huda beer, for example, was always considered the local beer of Hue and central Vietnam but sales began to fall when rumors spread that it was owned by a Chinese company. After it introduced a song confirming its origin that aroused the pride of people in Hue and the central region, it again dominated the central beer market.
Despite the influence of music on consumer behavior, Mr. Nguyen Hai Phong, Creative Director at Brandbeats, said that Vietnamese enterprises have failed to pay sufficient attention to the music experience for consumers.
Mr. Thinh said that a person who is 65 years old has seen an average of about 2 million advertisements. In the modern era, Mr. Huy said, it’s increasingly difficult to attract the public’s attention. “Melodies are more easily recognized by people than images,” he said. “Now is the time for the brands to ‘sing’.”