New research has revealed that UK retailers still use
branding which plays to typical gender stereotypes.
A study conducted by PH Media Group discovered the most
popular voice used by retailers in their audio branding is female and aged
between 45 and 55. The female voice is deemed to be soothing and warm,
reinforcing the welcoming image desired by retailers. But audio branding
specialist PH Media Group advises firms to choose branding that suits their
specific company values and claims a male voice may be equally as effective.
Dan Lafferty, Director of Voice and Music at PH Media Group
said: “The fact the most popular voice used in sports and fitness marketing is
female will come as no surprise, given traditional stereotypes associated with
the trade. 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 and
service proposition.
“An older, deeper masculine voice, for example, can
convey a sense of authority and professionalism, providing customers with a
different type of reassurance. Variety is also important in appealing to a
wider customer base.”
The study also looked at the music callers hear when they
are placed on hold. The most popular music tracks were natural, relaxed and
friendly in style, enhancing the welcoming image communicated through the tone
of voice. 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
Lafferty. “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.”
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