Destiny Child’s hit song asks you to “Say my name, say my name, If no one is around you”, and we’ve all had those moments when you are in an awkward situation to call out someone by their name. So you resort to “H..Hey! Pssst…. ! Yo!”
But you probably ALSO had an experience where someone yelled your name, to either call you or someone else with a similar (not even the same) name, and your ears perked up. It doesn’t matter if it’s a crowded bar, a mall, playground, you name it.
Cocktail Party Effect
As it happens, there’s a name for it, and it’s rightfully dubbed so:
“Cocktail Party Effect is the phenomenon of the brain’s ability to focus one’s auditory attention(an effect of selective attention in the brain) on a particular stimulus while filtering out a range of other stimuli, as when a partygoer can focus on a single conversation in a noisy room. Listeners have the ability to both segregate different stimuli into different streams, and subsequently decide which streams are most pertinent to them.” — Wikipedia.
This is intrinsic to human nature, as is observed in the behaviors of infants and the brain waves of those in persistent vegetative state (PVS).
Why Does It Matter? For Who?
If you are in marketing, advertisement, content creation, sales — or even HR — you need to stand out among the crowd and capture the attention of your target audience. And not just any attention. You have to give them the feeling of personal care.
We live in a world of mass-everything: mass-emails, mass-phone calls, mass-spam messages, etc. There is a level of personalization you can do on the visual front via writing down names on your messages, but our visual space is jam packed with too much information.
Rule the Audio
This is where Cocktail Party Effect comes in. If you are a streaming platform, you have all the customer data of their name, behavioral patterns, preferences, etc. If you are a retailer, you know their addresses and purchasing patterns. If you are a local shop, you know the weather and trend changes in your neighborhood.
Tailor your marketing for each individual customer, to the scenario, to the season, to the time. Grab their ears, whisper to them “Hey Claire, don’t you think the weather will be perfect for you to go hiking this weekend? We’ve just launched our shoe sale and think you might enjoy these like the last pair you had”. Ok, maybe that’s a bit too much but you get my thought.
Cost and Time
At this point, most of you are probably thinking ‘alright, but what about the money to record all these voice overs? who has the time?’
Nobody has the time or the money. That’s where Genny by LOVO comes in.
There’s much more detail in my last article, but with Genny, you can do a thorough performance marketing of your contents, whether they are simple ads, marketing videos, or scripts, or even radio contents, on what sticks. Imagine A/B Testing on steroids, so something more like an A/Z Testing.
At a fraction of the cost and hassle. Like 90%+.
I don’t want to harper on this anymore, because you trying it out once outshines me talking a thousand times. https://genny.lovo.ai