Using Music to Build Deeper Customer Relationships

0

As a senior vice president at DMI Music & Media Solutions, Lynne Leger hopes to use the power of melody to promote client brands.


For the past 10 years, DMI, a music branding agency, has created what are called “audio logos” for clients such as Target, United Airlines, Toyota and Subway that are designed to resonate with consumers. Leger wants clients to know that DMI can handle all aspects of the music-to-client marriage.


“Not only are we an agency that can come up with a strategy,” Leger said, “we can implement that strategy in house.”


Leger plans to use the contacts and skills she developed at EMI Music, where she spent four years marrying music artists to appropriate brands. As the head of the consumer insights division, Leger studied artists such as Norah Jones and Paul McCartney and determined the consumer base they might appeal to. At DMI, she will try to identify appropriate artists for each brand.


“The jobs are similar in terms of skill, but it’s the reverse process,” Leger said.


Leger will use a multi-tiered approach to build new business at DMI, but says her most important task will be advertising the capabilities of both the company and the industry.


“We have such a great story, we just need to get it out there,” Leger said.


Leger cites DMI’s in-house music library as one of the company’s biggest strengths. Clients can choose from thousands of digital files for marketing use. DMI’s people, who bring expertise from varied sectors, can help.


“We’re truly a group of people from diverse backgrounds,” Leger said. “We have people with backgrounds in advertising, brand strategy, marketing, operations and the music industry.”


Leger says selecting the correct platform for a marketing scheme is as complicated as choosing the right music. A longer song heard during a television commercial wouldn’t be appropriate for a flash intro to a Web site. But the ultimate goal across all platforms is the same.


“The bottom line is, how do you use music to build a deeper relationship with your customer?” Leger asked.


Leger enjoys reading, running and Italian cooking. She lives in Woodland Hills with her husband and rescue dog.



Amanda Becker

No posts to display