| Think of the most horrible sound imaginable. | | | | I don't even remember what product it was for. I think |
| Maybe it's fingers on a chalkboard. | | | | a home stereo or something. I didn't care. I just wanted |
| Maybe it's a baby screaming in pain. | | | | to get that ad out of my face. |
| Maybe it's someone choking on a piece of broccoli. | | | | Because it was just more noise. |
| Maybe it's turning over the ignition on your car when it's | | | | FINAL EXAMPLE: I went downtown to the auto show |
| already started. | | | | last weekend. Lots of noise: banner ads, booths, tables, |
| Yecch! Makes your skin crawl, huh? | | | | demonstrations, emcees giving short speeches about |
| Exactly. That's the effect noise has on people. | | | | the features of the cars, all that stuff. Sensory |
| Now think of the most beautiful music imaginable. | | | | overload. To the point of exhausting. |
| Maybe it's a song from an opera. | | | | But then I saw something cool. Something musical. |
| Maybe it's one of Mozart's symphonies. | | | | A woman who worked for Chevy stood by a bright |
| Maybe it's an ambient mix of keyboards and organs. | | | | red '07 Corvette. She had a digital camera on a tripod. |
| Maybe it's that first song you slow-danced to at your | | | | And sitting in the driver's seat was an eight-year old |
| wedding. | | | | boy wearing a smile so big you could see it from the |
| Ahhhhhhhh. Puts your soul at ease, doesn't it? | | | | suburbs. |
| Of course. That's the effect music has on people. | | | | "One...two...three... (CLICK) ...and verrrry nice!" She said. |
| However. | | | | The boy leaped out of the Corvette and ran over to |
| The majority of the marketing out there isn't music. | | | | the girl. |
| It's noise. | | | | "Thanks buddy! Now when you get home, go to |
| And customers are tired of it. | | | | chevy.com, login using the key code on your card, and |
| PERFECT EXAMPLE: When you were watching Tivo | | | | you'll be able to download this picture!" |
| last night, you just skipped right through those annoying | | | | "Cool! Thanks Corvette lady!" he said. |
| commercials, didn't you? | | | | It was like music to that kid's ears. |
| ANOTHER EXAMPLE: I took a flight on US Airways | | | | LESSON LEARNED: make music, not noise. Interaction, |
| from Phoenix to St. Louis a few weeks back. When | | | | not interruption. |
| my delicious, hearty meal was delivered to my seat | | | | LET ME ASK YA THIS... |
| (by which I mean a cookie), I opened the tray table | | | | Does your marketing create MUSIC or NOISE? |
| only to find the entire surface was covered with a | | | | LET ME SUGGEST THIS... |
| colorful advertisement! | | | | Email me with your best three example of marketing |
| On my tray table! | | | | with music, not noise. |