Gloucester Rugby has achieved an increase in sales for match and event tickets after creating its own unique voice and music to strengthen marketing efforts.
The Aviva Premiership club worked with audio branding specialist PHMG to develop an audio brand that has transformed the way it sounds to customers over the phone.
Callers are now greeted by a series of audio messages, created using music and voice specifically designed to reflect Gloucester Rugby’s brand values.
These messages are deployed on the automated switchboard and also whenever callers are put on hold or transferred.
As well as seeing an increase in ticket sales, the club has also noticed an improvement in brand image.
Lucy Nottage, marketing manager, Gloucester Rugby said:
Many of our customers still prefer to phone us, so on-hold marketing is an extremely valuable way to keep our callers happy. PHMG highlighted the opportunities we were missing by having silence on hold and we’ve now been able to use this time to significantly improve our brand image.
Gloucester Rugby wanted to communicate energy, excitement and passion through its audio brand, so PHMG created a music track with a powerful feel. The track uses strong riffs and crunchy power chords, and is driven by fast-paced electric guitars and hard-hitting drums.
In combination with this, the club uses a confident, young male voice over with a deep tone and energetic delivery style. This is designed to communicate a sense of enthusiasm and confidence.
The audio messages provide callers with details of upcoming fixtures and events, promotions and offers, allowing them to up-sell and cross-sell to customers who call with an enquiry.
Mark Williamson, sales and marketing director, PHMG, said:
Gloucester Rugby is a club with a rich history and strong brand, so we wanted to create an audio brand that reflected this by speaking with confidence and authority.
We believe we have achieved this, creating a production that taps into the psychological power of sound to provide customers with a sense of motivation and reassurance, helping to further strengthen the club’s brand.