Sounds are being made whether we realize it or not. It’s not a question of creating sounds, it’s about being mindful of the sounds that we create. Is our sound sincere or is it just a happy (or sad) accident?
Patrick Givens, Vice President and Head of VaynerSmart, and I discussed all things sound marketing in this latest episode of Sound In Marketing. There was so much good information, I decided to split the interview into 2 parts. This is Part 1 of my interview with Patrick Givens.
In this current world of a “screenless society”, increased digital audio engagement is occurring with a secondary attention to the actual sounds created. Even at Cannes this year, Patrick witnessed that the focus is still more on traditional broadcast and print focused marketing. This is largely a result of the categories that are lacking, requirements and expense of submissions along with a more traditional based judging process.
As a result, Patrick observed some great thinking and strategy but not the most innovative channel planning. There was some creative thinking and compelling strategy but a lack of representation largely due to the reasons I stated above.
Our willingness to experiment is crucial in this time of innovation and evolution. We need to harness these creative opportunities and come up with compelling strategy. This can be achieved with a smaller initial investment while contemplating the risk ahead of time to avoid problems way down the road when AI ethics are more clearly defined.
Now is the time to build a relationship between brand and sound strategist; to understand operational context, analyze user and customer desire, learn what the brand’s core identity and objectives are, and keep an eye on the reality of where the brand stands in the audio space at present day as well as the future.
Tune in next Wednesday September 18th for Part 2 of my interview with Patrick. Don’t forget to subscribe, follow, add to your library, and share with a friend.
To reach Patrick Givens, you can contact him through the VaynerSmart Website or through Linkedin.
You can find me at www.dreamrproductions.com, Linkedin, FaceBook or you can email me at jeanna@dreamrproductions.com
Let’s make this world of Sound more intriguing, more unique, and more and more on brand.
Patrick and I discussed a number of things in Part 1 and 2 that included:
Episode 30- Audio Alchemy with Steve Keller of Pandora (Part Two)
Episode 29- Audio Alchemy with Steve Keller of Pandora (Part One)
Episode 28- Sound; An Interruption to Visual Addiction With MindShare [Part Two]
Episode 27- Sound; An Interruption to Visual Addiction With MindShare [Part One]
Episode 26- Pragmatic Sound Marketing with Scot and Susan Westwater of Pragmatic Digital [Part Two]
Episode 25- Pragmatic Sound Marketing with Scot and Susan Westwater of Pragmatic Digital [Part One]
Episode 24-The Easy In With Alexa Skills For Your Brand With Bob Stolzberg of Voice XP [Part Two]
Episode 23- The Easy In With Alexa Skills For Your Brand With Bob Stolzberg of Voice XP [Part One]
Episode 22- Sound In Hospitality With Andreas Cooper of Smart Voice Systems [Part Two]
Episode 21- Sound In Hospitality With Andreas Cooper of Smart Voice Systems [Part One]
Episode 20 - Sonic Signatures With Jon Brennan and Sean Beeson [Part Two]
Episode 19- Sonic Signatures With Jon Brennan and Sean Beeson [Part One]
Episode 18- Sound Saves The Day
Episode 17- Alexa, Send Me A Sample
Episode 16- Measuring the Value of Sound With Scott Simonelli of Veritonic [Part Two]
Episode 15- Measuring the Value of Sound With Scott Simonelli of Veritonic [Part One]
Episode 14- Podcast Your Brand with Matty Staudt [Part Two]
Episode 13- Podcast Your Brand With Matty Staudt [Part One]
Episode 12- Ethics of New Voice Technology With Patrick Givens of VaynerSmart [Part Two]
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