Surround Sound Approach

"Surround Sound" when we come across this word the first thing that pops in our mind is a music system or a board outside a movie theatre that read, "Dolby Digital Surround, DTS, SDDS, and EX....". Basically, Surround sound is a technique for enhancing the fidelity and depth of sound reproduction using multi audio channels from speaks that surround the listeners. It was designed to suit motive theatres. Though Movies and Soundtracks represent the major use of this technique, it's scope of application is broader. 

You might be wondering why am I talking about the surround sound at this point in time. Well, the reason for this is like how a surround sound technique enhances the depth and fidelity of the sound, the Surround Sound Approach in Marketing also enhances its reach i.e., it reaches your audience on multiple marketing channels with a unified message. This coordinated approach is not only effective but also efficient as you can use one tactic over multiple forms. 

What is Surround Sound Marketing?

Surround Sound Marketing is a term that describe the way in which a combination of messages can be used using different media formats in synergy. The term was first used by Rex Briggs (author, award wining marketing ROI researcher) in 1997, when he was conducting experiments with online advertising for Ford Fiesta in the United Kingdom (UK). 

Have you ever heard of a statement, "Jo Dikhta Hai, Woh Bikta Hai" which means "Whatever is seen is sold". the reason for bringing this statement is, as per marketers, an advertisements effectiveness increases the more times it's been seen by a prospect. It's also pretty safe to say that any marketing asset's effectiveness increases the more it's seen. So, keeping this base idea in mind, marketers are focusing on re-introducing the Surround Sound Approach that focus on sending the message using a combination of marketing tactics and platforms in connect to reach the consumers wherever they are consuming information. However, this technique will be a success only when it comes through the channel a consumer expects, when they expect it, and with recommendations that will surprise and delight them. If properly planned and executed the success is yours. The reason for stressing on planing and execution is, the surround sound approach generally challenges the notion that your owned channels and assets are not enough to create three brand awareness. It stress in the approach that says, "You should appear everywhere where someone goes to consider products, like Review website, or a prominent influencer, or featuring in the media they consume (articles, videos, and podcasts)."

Gone are those days when people believed that an advantageous location, smart inventory management, and optimising promotion would put retailer on a path success. In today's competitive landscape, attracting consumer's attention that is spread thing across myriad platforms and channels is really important. We must keep in mind, consumers have evolved the nature of shopping beyond the product, and what was once world of branding and convenience evolved into relationship based business, and further evolving into an experience based world. To capitalise this evolution the business owners must establish themselves fully in experimental retailing and omnichannel surround marketing that employs trigger campaigns, multi source first party Data forecasting models, and the ability to test and learn. 

Note: Creating a surround sound marketing to give consumers the experience they desire takes commitment on the part of the retailer, and more important, the right tools that can tie systems together that will help generate a great customer experience.