Every consumer-facing business has music playing (with rare exception, and then the quiet is noticeable!).  Too often the music and the service providing the music are taken for granted.  “If it’s on, it’s OK” can be the attitude.  However, if you’re running a consumer-facing business, like a restaurant or retail clothing store, boutique hotel or hair salon, take a few minutes to see if your music service, whether it’s your iPod, Pandora or Muzak, is committing any of these seven sins.

1. DEAD AIR   It’s the space between the songs. When you play a full album, dead air is the 2 to 5 seconds of silence. That doesn’t sound like much time, but it can be very noticeable, can really slow things down, and can sound awkward. Many music systems have dead air between songs as the system figures out what to do next. Dead air is unnecessary and mostly unwanted.

2. EVER-CHANGING VOLUME   Not all songs are recorded the same. Upon playback, it can often sound like someone is turning one song way up then turning another song way down. Many music systems don’t optimize for consistent volume. That can be very frustrating both as a listener and as a business operator when the environment gets too loud or too quiet. You’ve got better things to do than monitor the volume of every song.

3. REPETITION   It’s the number one complaint we hear from employees, managers and owners: same songs played too often. Many music services don’t update their playlists very often. Their total number of songs available to be played at any one time isn’t very high. And many music services don’t used sophisticated music programming software to keep the same songs from repeating at the same time everyday. Repetition can and should be avoided.

4. SONGS THAT DON’T FIT   You like classic rock but not THAT band. You said you wanted current hits but not with THOSE words. You enjoy a laid back feeling but THAT SONG is putting me to sleep. If you’re using a typical music service you may be stuck with listening to THAT, both now and when THAT same thing plays again, and again, and again before a long-awaited update. With today’s choices, you shouldn’t have to compromise with songs that don’t fit your image, mood, vibe and brand.

5. MUSIC MAILED ON DISCS   Really? In 2012 too many businesses are still getting songs delivered to their location every month. Or only every quarter! Mailing discs may still work for Netflix (for the time being) but it doesn’t work for a business that’s trying to sound great everyday. Most business services have already moved to the Internet for many in-store services (like POS transactions) and your music should be Internet-delivered, too.

6. AUTO-RENEWING CONTRACTS   Some music service contracts get signed for a lengthy three-to-five year period. And if you’re not watching carefully (few people are), those contracts auto-renew and lock-in for another three-to-five years with no out. Putting up with a sub-standard music service shouldn’t be like serving a prison term with no hope for parole. Satisfaction with the playlist and the service should be the terms of agreement.

7. TRYING TO GET SOMETHING FOR NOTHING   If you’re trying to get a music service for as cheaply as you can, well, you get what you pay for – probably not the best music mix (and may include several of the sins listed above) but at least it’s better than silence. If you’re scrimping and begrudgingly paying just a few dollars a month, another “dollar a day” is worth it to get a far better, unique service. Remember, music is part of your branding, marketing and image – not a utility.

When you’ve got Custom Channels as your music service, you’ll avoid committing these seven sins.

PART TWO: In a previous blog we went behind the music at Floyd’s 99 Barbershop with comments from Karl Wimer, head of marketing, and Rob O’Brien, one of the founders. Floyd’s management is very conscious of what each shop SOUNDS LIKE. That’s why Floyd’s has their own radio station: Floyd’s 99 Radio heard in all locations and on the Floyd’s web site.

When Floyd’s customers get social online they talk about the great hair cuts, reasonable prices, and fantastic service from the amazing stylists. And they also frequently comment on the music because the soundtrack is a huge part of the hair cut experience at Floyd’s 99 Barbershop. Here are actual social media comments from Floyd’s customers (who are also listeners!):

• I love the music they play, and the service great.
• The vibe is relaxing, the music is great, and the ambience is aesthetically pleasing.
• This place rocks. Everything from the decor on their walls, to music, to their awesome staff.
• Vibe is good, music is great :)
• You walk in the door, and you’ll immediately notice that the music isn’t annoying…
• Cool mix of music while I was in – Foo Fighters, Led Zeppelin, Snoop Dogg…
• I love the music they play, and the service great.
• Great music and the atmosphere was very nice.
• The service was excellent. The vibe was great. The music was good. The neck shave is well, awesome.
• Old, young, male, female…everyone comes here. Great music and free internet while you wait.
• music piped in from their own radio station where one can hear everything from Blues Traveler to Dave Mathews Band to Foo fighters and more.
• This salon is very cool, probably one of the coolest salons I’ve been to. From the decor to the music, the free net access, plasma TV, I liked everything about it.
• The salon itself has a very “cool, chill” feeling.  They have great music playing…
• I dig the music and even stream it at home on my mac.

When people review Floyd’s, the unique music mix is often part of the review. Is music/can music be important part of your brand, too?

Thanks, Floyds, for using Custom Channels to create your one-of-a-kind, buzzed about music. Want to hear it? It’s online at Floyd’s web site.

This mural of inspiration is on the wall at the Floyd’s 99 Barbershop home office in Greenwood Village (Denver suburb), Colorado. It really captures the spirit and vibe of Floyd’s service. Many of these attributes describe Floyd’s 99 Radio, too. Read our previous blogs about Floyd’s radio: Behind The Music At Floyd’s, The Barbershop With Its Own Radio Channel. Sometimes You Get Great Music In Unexpected Places. Buzz Bands Meet Buzz Cuts At Floyd’s.

“I’m usually skeptical of chains but they have become my local barbershop.”
“The atmosphere rocks! Really.”
“I’m an absolute idiot. I’ve been going to Great Clips for the last few years. I’m a cheap bastard, and now I regret it. I could have gotten my hair cut at Floyd’s.”

These are a sample of the many passionate comments from Floyd’s 99 Barbershop customers. Floyd’s is winning a lot of fans, including us. Custom Channels has been producing the in-house music mix for Floyds 99 Barbershops, called Floyd’s 99 Radio, since summer 2008. An Internet radio station was added to Floyd’s 99 web site in 2010 so that their fans can get that Floyd’s music experience whenever they want to in between cuts.

To find out more about Floyd’s 99 Radio, we talked to Karl Wimer, Head of Marketing, and Rob O’Brien, one of the founders of Floyds 99 Barbershops.

Q: Describe the mood, attitude or vibe of Floyd’s 99 Radio:
A: “Hip, high energy, relevant, a bit of the old stuff connecting nicely with the hottest hits of today.  Not just the old favorites you hear on classic rock stations, but the quality ‘B’ sides from your favorite old albums that you don’t typically hear.”

Q: Why is a custom music mix is important, as opposed to playing an existing channel other businesses may also use?
A: It speaks to our brand. We are unique and one of a kind, and we want our music to reflect this. Our customers expect a different kind of music when they step into our shop, and have come to love it on their computer between cuts.

Q: What’s the reaction from customers and employees to Floyd’s 99 Radio?
A: They love our music and the shout outs that provide a personalized feel.  The variety is welcome for our staff, and exposes our customers to music they might never have heard before.

Q: Anything else you’d like to add about Floyd’s 99 Radio?
A: It’s super easy to use and what a tremendous problem solver it has been for us.

Despite having 99 in the name, there are currently 55 Floyd’s Barbershops (and more being added) across the USA all playing Floyd’s 99 Radio — powered by Custom Channels.

Read part two, customer comments about Floyd’s Radio here. That’s a photo of Custom Channels President Dave Rahn getting his hair cut by Liberty, a stylist at Floyd’s Barbershop in Frisco, Texas (near Dallas). More behind-the-music info on Floyd’s 99 Barbershop, including a peek at the man who picks the music: Custom Channels Music Director Jason Lucero, the Floyd’s 99 Radio mixmaster!

Shopping in a national, name brand grocery store at 5pm on a busy weekday recently, I heard a music mix over the PA system that didn’t at all match the feeling this supermarket chain was trying to convey with it’s fresh store layout, eye catching displays and colorful signage.

It was a music mix of somber, love stricken, moody, and outdated sounding songs.  The music was not particularly happy sounding and frankly, matched the mood of the customers waiting in line.

• Adele “Someone Like You”
• Billy Joel “She’s Always A Woman To Me”
• Michael McDonald “Enemy Within”
• Stevie Wonder “Love Light In Flight”

Listen to a minute sample of what I heard. 

Sounds like someone picking the music has relationship issues. I don’t know what business this set of songs would be appropriate for but it wasn’t a supermarket during the busy, pre-dinner grocery shopping time.

At Custom Channels, we believe in-store music should match the theme, attitude, mood and spirit of the business. Customers can be as stimulated by what they hear as what they see. Too often retailers and business owners concentrate solely on the visual and forget about the aural environment.

Disclaimer that Custom Channels produces Whole Foods Market Radio for another national grocer, Whole Foods Market. At the time I heard the music mix above in the big supermarket chain, Whole Foods Market Radio was playing this:

• Ojos de Brujo “Tesoro”
• Gin Blossoms “Hey Jealousy”
• Tom Petty “Candy”
• Marvin Gaye “Got To Give It Up”
• Anya Marina “All The Same To Me”
• Tape Five “Soulsalicious”

Listen to the audio sample of Whole Foods Market Radio. 

That’s a music mix that’s upbeat to make shopping more fun. The mix fits the theme, attitude, variety and spirit of the Whole Foods Market brand.

“What music should I play in my business?” That’s a question we often get asked here at Custom Channels.  So I checked to see what songs make it on the most number of the music-for-business channels, both in-store and online, that we create here at Custom Channels.

I wasn’t surprised at the list, but you may be.  The songs reflect the kind of music-conscious, forward-thinking businesses we work with — businesses looking for things unique; businesses that take a slightly different slant with their marketing.

Our list of top songs has a mostly contemporary feel that leans to the Adult Alternative/Indie Rock side.  It’s certainly not the traditional sound that stereotypes background music of the past (it’s not elevator music!).

Here are some of the songs being played on multiple channels built by Custom Channels.  How would any of these fit if they were heard on the speakers at your business or on your Internet radio station?

Adele – “Right As Rain”   Sure we play nearly every song from Adele’s popular album 21.  This song comes from her previous album 19 and sounds fresh yet familiar even though it wasn’t a big hit.

Death Cab For Cutie – “No Sunlight” and “Little Bribes”   They’ve managed to put thoughtful lyrics set to melodies that would be at home in the 1960′s or 1980′s – it sounds so reflective of our times.

Beck – “Girl”   About as poppy and sing-along as experimenter Beck gets. Yet sounds different from typical FM radio overplayed hits.

Broken Bells – “The High Road”    The song combines some electronica with the voice of the band The Shins.  Only one album so far by this band – we hope for more.

I Am Arrows – “Green Grass”   And obscure UK band with one album.  This song has hints of Paul McCartney’s style so it’s timeless – not pegged to a specific era or decade.

Talking Heads   We get requests for lots and lots of different Talking Heads songs. It’s one band that has many songs that blend in so well with music that’s both newer and older than their 1980′s songs.  “And She Was”, “Burning Down The House” and “Once In A Lifetime” are key songs.

Michael Franti – “The Sound Of Sunshine”  A positive, upbeat song that brings a sunny beach feel or summer day attitude to any indoor environment without sounding cheesy and dated.

Phoenix – “Listzomania” and “1901″    Another example of head-nodding, toe-tapping, upbeat Alterna-Pop music.  Many people don’t know that Phoenix is from France.

Modest Mouse – “Float On” and “Dashboard”   Grammy winning band that has guitar-oriented rock that’s just far enough off the mainstream path to make it interesting, but not weird.

Of course, we DO play a lot of older and classic songs as well on our channels, often mixed in with the new releases and contemporary songs.  Some of the top pre-1990 songs on Custom Channels are:
Booker T. & The MG’s – “Green Onions”
Beatles – “Get Back” and “Here Comes The Sun”
Faces – “Ooh La La”
Aretha Franklin – “Respect”
The Cars – “Let’s Go”
Al Green – ” Take Me To The River”
Bill Withers – “Lean On Me”
The Clash – “Train In Vain”
Stevie Wonder – “Higher Ground”

At Custom Channels, we create music channels designed for each business and brand.  So whether you want to hear all of the above songs or none of them, we can do that for you.

The pro’s and con’s of including messaging with an in-store or online music service. We’ve come a long way since the flashing blue light with the overhead speaker announcing “ATTENTION K-MART SHOPPERS.” Today, in-store and online music channels for business can have targeted, entertaining, informative messaging to go between the songs. This is how brands can to “go beyond background music.” Adding imaging, branding and messaging to an already customized, one-of-a-kind playlist is what makes a music channel come alive. Customers notice. Employees notice.

PRO’s OF MESSAGING

• It makes the music channel unquestionably yours, not a generic satellite music service.
• Raises awareness and sales for products and services.
• Makes employees feel as if they have “their own radio station or in-house music service.”
• Highly effective way for communicating brand identity and brand attributes.

CON’s OF MESSAGING

• Message can’t be heard because the volume is too low or it’s playing in a noisy environment.
• Concern that the talk will be an intrusion or interruption for guests, customers and employees.
• Don’t know what to say.
• Takes effort and creativity to keep messages updated and relevant to the customer.

HOW TO DO MESSAGING

• Write for the ear, don’t write for the eye.  Messages are heard, not read.
• Use voices that compliment and reflect the music and the brand.
• Use employees and staff to make the messages sound more authentic.
• Add sound effects or music clips to enhance the delivery and “listenablity.”

HOW NOT TO DO MESSAGING

• Long talk segments that are difficult to follow allowing the listener’s mind to wander.
• Talk comes on too frequently; sounds like more talk than music.
• Voices that don’t cut through, aren’t distinctive, or conflict with the sound of the music and brand image.
• Trying to be funny when it’s not funny.

ONLINE RADIO MESSAGING

• While messaging is effective for in-store use, it is a very important element of online radio.
• It can help encourage listeners to visit a store location or explore the web site.
• It creates a sound that’s comfortable and similar to, but even better than, traditional radio stations.
• Online users listen in a one-to-one, personal environment – quite different from an overhead in-store music service.
• Messaging adds the human voice to make the online music channel more personable and less robotic.

Here are some examples of messages heard occasionally between the songs in-store at Whole Foods Market, in-shop and online at Floyd’s 99 Barbershop, and in the office at Dr. Anil Idiculla’s Park Meadows Orthodontics.

I attended the Fast Casual Executive Summit recently in Chicago. It was an intimate gathering of 100 or so top executives from some of the nation’s fastest-growing, fast casual restaurant groups.  Fast Casual?  It’s the restaurant category that’s in between drive-thru fast food and fine dining.  Think Chipotle.

For these execs, it’s an invitation-only event where they can learn about new trends in the fast casual restaurant business, like marketing and social media, new technologies and concepts, government regulations and policy, consumer trends and more.  For a limited number of vendors, like Custom Channels, we pay to attend for the opportunity to meet, socialize and learn alongside the movers & shakers in the restaurant business.

Not being directly in the restaurant business, it was a little like auditing an advanced level college course on restaurant management.  It was fascinating, giving me a whole new perspective and appreciation for all of what goes into making a successful restaurant concept successful.  Of course, I was very interested to learn how much discussion there was around background music and restaurant ambiance – after all, I was there to try to connect with a few new clients for Custom Channels!

HANGING IN THERE DURING TOUGH TIMES

I learned that even though the fast casual segment of the restaurant industry has fared pretty well through the economic malaise of the past few years, it’s still a very tough and competitive business.  Diners have more choices than ever.  The public continues to be very discerning with how, where and how often they spend their money dining out.

A key to success in the restaurant business is in generating and retaining repeat customer business.  If restaurants can increase their average customer’s visit by just one more visit per month, many could nearly double their business!  So, while getting new customers is always important, keeping, cultivating and enhancing the spend of the current customer base is even more important.

THE ROLE OF MUSIC TO DIFFERENTIATE BRANDS

So, fast casual concepts are always looking for ways to make sure the dining out experience has high value for customers – and not by just offering the lowest price in town.  Tasty food and great service are base expectations of any customer walking in the door.  Beyond that, restaurant execs are keenly aware of the role that their concept’s “sensory experience” – sight, smell, taste, touch, sound – plays in creating a comfortable, welcoming and memorable experience. Everyone I talked to agreed that the right music can be a key brand differentiator and a big part of the customer’s sensory experience.  See our recent Custom Channels whitepaper “The Importance of Music in Restaurants”.

So, while all of these restaurant executives have a lot on their plate when it comes to operating a successful business, they continue to pay attention to the small things, like background music, that allow them to stand-out in the crowded marketplace and better connect with their customers every time they visit.  From my view, I’m pleased that many restaurant operators recognize the importance of the right music mix as part of improving the customer experience!

Thanks to those executives that I chatted with at The Fast Casual Executive Summit that shared their views on music-for-business including Firehouse Subs, Noodles & Company, Which Wich Superior Sandwiches, The Corner Bakery, Penn Station Subs, OinkADoodleMoo Barbeque, Mad Greens, and Mooyah Burgers & Fries.

The moment you walk into any restaurant, three of your five senses are immediately engaged: sight, smell and sound. Taste and touch come later. Restaurateurs spend a lot of time, thought and money to appeal to the sight sense with great visuals – décor, signage, and lighting. The customers’ sense of smell will hopefully be immediately excited by the aroma of great food about to be served.

But what about the ears? Is the sound or hearing sense being stimulated in the same way as sight and smell? More and more restaurants are keying in on the importance of music as a way to enhance the customer experience and differentiate their brand from the competition. People eat out as a form of entertainment. While they may not be coming to a restaurant for the music, when it is present it can greatly enhance their enjoyment and time spent at your restaurant. Outfit your restaurant’s experience with the right soundtrack, and become the restaurant known not only for its great food and service, but as a fun, entertaining escape as well.

Research has shown that the music played during a shopping or dining experience can affect the customer’s mood and attitude, the amount time they spend in the restaurant, and even how much they spend. But beyond that, the music playing in the restaurant can have the same effect on customer’s impression of the brand as the other things they see, feel, smell and taste when they visit. Many people refer to this as the vibe of the restaurant. Music is one of the easiest and least expensive ways to enhance the vibe of any restaurant.

You can get our full article about the importance of music in restaurants here.

Many managers, owners and business operators tend to overlook a very important detail of operating a retail store, restaurant, hotel, spa or any business where atmosphere and environment is important.  The overlooked ingredient is – music.

An image is conveyed to guests and customers through sound as well as the look.  We’ve seen, too often, owners and operators spend time and money on lights, chairs, painting, decorations, menus, clothes (the look) and then plug in any-old-music as an afterthought.

Here are 10 tips to help you evaluate the music service in your place of business.

Is your music mix unique? Or is it the same music service that’s getting plugged into any type of restaurant or store in your town and across the nation? Who picks the music? Whether it’s the manager’s iPod or a satellite music service, do you trust who’s picking the music to always reflect your mood and brand? Can you talk music with them? Does every song fit your energy, theme and vibe? A few “wrong songs” in the mix that keep getting played can dampen the unique atmosphere you’ve worked so hard to create.

Is the music consistent?
Customers expect consistency with the product, service, atmosphere and, yes, consistency with the music each time they visit.  Consistency with multiple locations is important, too.  Is the music consistent or is there a different mix or different service in each location?

Is there enough variety in your music mix?
Sure, you want a consistent sound, but it doesn’t need to be overly predictable or boring. A skilled music programmer can weave in a lot of songs and styles that fit the sound of your brand giving your playlist depth and variety.

Is the music too stale or repetitive?
Hearing the same songs way too often? Does the playlist never seem to change? Customers may not always notice this, but employees and staff sure do. Happy employees leads to happy customers.

How’s the audio quality?
Is there consistency in the volume level from song to song? Does the music sound thin or muddy, compressed or dull? Are you having to turn it up or turn it down?  Make sure that the music coming into your business matches the high audio quality of the products and service.

Do you have a say in what’s played?
Find a music service company that takes the time to understand your business and offers personalized service with ongoing music recommendations and request capability.

Do you have all the options you want?
Live internet streaming; the ability to see what songs have been played recently; custom messaging that doesn’t interrupt the music or the mood; all copyright licensing fees covered.

Does your music service go beyond the walls of your business?
Take advantage new mobile and social media strategies, such as an online channel and branded media player, so you can connect with your customers when they’re not in your store or restaurant.

Take time to listen to what’s playing inside your business and hear the sound of your business as your customers and guests hear it.  Custom Channels can help you score a perfect 10 on this 10 tip evaluation.

Tagged: Restaurant music

A Custom Channels client wrote to us recently to tell us about all the different music solutions they’ve tried over the years before switching to Custom Channels.  We found the chain of different approaches to music-for-business interesting (and likely something others can relate to) so we asked if we could share their various music solutions over the years.  The business is group of restaurants/bars/clubs.

In the quest for our own musical sound we have been through:

Jukebox —“Smoke on the Water” 25 times a day. We took it out to play our own music.

Records on an AR turntable—we designed cabinets to hold records.

Cassettes with records recorded on them—our own playlists but got memorized quickly. We made drawers to hold cassettes.

CD’s—we used a five disc changer for Bob James, Pat Metheny, Van Morrison, Fattburger, George James, James Taylor, Carole King, etc.

VHS tapes with CD’s recorded on them—we recorded hi-fi and these played lots longer than cassettes with better sound.

AEI tape cartridges—this is when we let someone else define our sound.

Muzak—Foreground Music One began the slow lobotomy of our customer’s musical senses.

Jukebox—filled it with Texas artists, but no one played them because they did not know them.

XM Satellite Radio—we thought we had found the answer, but soon found they had a limited catalog and became repetitive, with no mix that was “us”.

iPods—so much better technology than the cassettes and VHS tapes, but who has the time anymore or buys the new music?

Custom Channels—I think technology has finally caught up with our desires.