www.apraamcos.com.au
WHAT DOES YOUR HOTEL SOUND LIKE?
Have you stopped to think about the music you are playing? Switching from your summer to your winter menu is the perfect time to switch your playlist. We like different music when we eat depending on the weather, says Dr Krause! Her advice from hotel-related research in a (organic, free-trade) nutshell: 1. Don’t leave them out in the cold: music for the seasons .
I’ve done some research which indicates that our musical preferences for playlists differ – in part – based on the season! Staying up to date with seasonal music trends (think summer compilation albums or Triple J’s Hottest 100 around Australia Day) or altering the music based on the season (cosy for winter, light and airy for summer) is really important. If your dining area is going for an old-school Italian vibe with chequered table clothes and darkened, cosy corners, the latest Melbourne bangers probably won’t fit the aesthetic. But if you’re an up-and-coming laneway bar serving great coffee and cocktails, being on top of music trends is essential to your audience strategy. 2. Hearing is a sense as important to eating as taste . If you want to build repeat patronage, lift your image or even enhance the flavour of your food, get your music right. Music is a part of a business’ atmosphere so be conscious of its power. It’s not just about the taste of your fare, it is about enjoyment overall. We are all multi- sensory so why ignore one of the five senses? 3. Make music part of your marketing strategy. I think a successful music strategy should seamlessly integrate with the rest of your business and marketing plan. The soundscape should match the atmosphere/image and be used to strengthen it. Play pop music and your hotel will be thought of as lively and youthful; play classical music and the same hotel will be considered upmarket and sophisticated - play ‘piped’ music and you’ll look decidedly downmarket.
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If you’d like to speak to APRA AMCOS please call 1300 852 388 or email licence@apra.com.au reviews and check out the fans’ music taste. There is even an Aussie dentist who asks their customers what type of playlist they’d like when they book. It’s time hotels came to the party! Tune an audience with music. Music can influence consumer emotion. Think about a shop selling teen clothing/jewellery in the mall – you can picture it blaring ‘teeny- bopper’ music. They’re trying to attract (and deflect) two very specific crowds: the teens will be drawn in and older shoppers will stay away. Music for a restaurant or café or bar is tuned in the very same way. 5. Crowd-sourced music? Customisation and engagement is key. Getting your customers involved in what music is played is a way to get them involved in their experience – ask, take a written vote while they wait for their meals. Have a look at your Facebook
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