Robin Hofmann

On April 17 Digital October invited Robin Hofmann, a leading specialist in audio marketing, to speak at a Knowledge Stream event.

Robin Hofmann is the owner of the company HearDis! Corporate Sounds, among whose clients are huge brands such as Mercedes-Benz, Tommy Hilfiger, Vodafone, Adidas and many more. Mr. Hofmann teaches “Corporate Audio Branding and Musical Marketing” at the Berlin Academy of Design.

Robin was assisted by his colleague at “HearDis!”, Andreas Schönrock, who teaches  “The Culture of Communication” at the University of Ludwigsburg.

Music is a unique advertising format. Even if you cannot watch a television or see the various slogans, you will hear the music. Music touches the heart and instantly creates associations within the subconscious. Musical marketing was developed on these laws of nature.

Robin Hofmann and Andreas Schönrock use digital technology that allows them to build a musical strategy for brands based on objective parameters, rather than the subjective opinions of a brand manager. On Tuesday night, using successful stories of their own clients, they revealed the secrets of the musical marketing: "music in the areas of trade," "audio branding", the sponsoring musicians and festivals, the branding of social networks, creating widgets. They also highlighted the legal aspects of audio marketing.

As an example of audio marketing, one of the strategies they developed for HUGO BOSS is an audio compass for travel around the world. For this project, a wide variety of modern music has been compiled, and regions on the map have been assigned individualized musical profiles: BOSS Black, BOSS Orange, BOSS Selection and HUGO. You could find out about the results of this innovative experiment on April 17.