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Want To Keep People Moving? Step Up The Tempo

Writing in the "You're the Boss" blog and bearing the title "A Sound Approach to Marketing," MP Mueller looks at the ways that different noises can build a strong emotional connection. For example, the founder of the Austin-based boutique advertising agency Door Number 3 writes about "the silent sigh of relief when I hear that soothing, reassuring HHHHHMMMM bar emitted as my four-year-old laptop boots up." Ain't that the truth.

There are, of course, emotive soundtracks and jingles -- including the ones we love to hate. And sensory branding companies such as DMX and Play Network fashion customized retail and office licensed-music experiences, Mueller reports. "Want those tables to turn over quicker at lunch? Serve up fast tempo music. Want customers to linger over high-margin cocktails and desserts? Slow it down."

The point of Mueller's column is that sound marketing is not beyond the reach of small businesses. DMX, which has clients such as Office Depot and Gold's Gym, charges about $1,000 for an installation in a retail or office space of 4,000 square feet and programmed music selections cost dollars a day. You can also use them on your Web site and voice jail system.

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