There’s one key secret to the success of Ralph van Dijk and Andy Maxwell from Earmax Media, a pioneering business helping brands leverage audio and podcasts to engage and build loyalty for brands.
Your ears don’t lie to you.
During a fascinating conversation with Liana Dubois on the Talking Media podcast, the trio explore the power of audio, particularly in advertising, and how sound engages listeners on a deeper, more intimate level compared to visual ads.
“Our ears are our best bull**** detectors,” van Dijk told Dubois. “And in an environment where authenticity is such a vital currency in communication, an authentic-sounding audio ad that is engaging and relatable is far more powerful than a visual ad, because the audience is actually the co-author.
“They’re listening, they’re involved, they’re creating pictures in their mind, so you’ve got them. They’re participating. That’s if the creative is good, obviously.”
Van Dijk, who is also the founder of Resonance Sonic Branding, gives examples of some of the most successful sonic cues which have helped to build recognition and trust in some of Australia’s most iconic brands.
Brands like McDonald’s, Woolworths and Bunnings use distinct sonic branding to immediately trigger recall in the listener’s mind, and that power extends even when listeners are distracted, because our ears are still tuned to the sonic cues.
“The poster child for this industry is McDonald’s,” van Dijk told Dubois. “So I probably don’t even need to hum it.
“In Australia, Woolworths have been extremely consistent, so we work with them and we’re updating the Fresh Food People melody in all sorts of genres.”
He added: “Bunnings is an incredibly consistent brand. [There was a] crazy idea to use that instrument in that way, but we don’t think of it anymore, we just instantly know it and it’s been the most consistent brand.”
‘Podcasts are content that people are actively seeking out’
This idea of trust through sound is also built through podcasts and the unique relationship in this one-on-one medium where listeners are highly engaged.
This creates a more receptive environment for advertising.
Andy Maxwell and Ralph van Dijk from EarMax Media
Maxwell explained that podcast listeners actively choose content they want to consume, and they tend to be more focused and engaged.
“This is content that people are actively seeking out,” he said. “It’s not like you’re choosing between TV channels. It’s a very specific thing that you want to know more about or you want to engage with a host.
“There are endless options out there, so to pick out your favourite five podcasts you’re really going out of your way to find that content, and 75% of people listen to learn something new.
“So these are people that are super-engaged, really attentive, and that is why in going back to the creative it’s so important that you reach them – one in the right context and two with a creative that is not shouty.
“I feel like some radio ads are designed to cut through the other radio ads that you’re kind of forced to listen to.
“…Whether it’s through an authentic host-read or 30-second ad or a slightly longer ad, if it’s in the right place contextually and it’s a good creative, you do typically give it a chance.”
In the podcast, the three experts then go on to highlight what works with sound in adverts and podcasts and the ways brands and individuals can connect authentically with listeners, build lasting brand memories, and engage their audiences in a very personal way.
You can also catch up on other Talking Media episodes here.