2022 Digital Summit, Phoenix Seminar

The Power of Sound and Silence:

How to Create Audio Worth Listening with

Presenter Jenny Hoffman Haggard, Senior Global Creative Strategist

at Spotify. Santa Monica, California.

Haggard opened her keynote address by quoting James Clear,

Author of Atomic Habits,

“You don’t rise to the level of your goals,

you fall to the level of your systems.”

Haggard spoke of the impact of external noise on people causing 

poorer performance and concentration.

 

Although an executive at a company focused on the value of audio

Haggard spoke of the Health Benefits of Silence:
-Lowers blood pressure.
-Boosts the body’s immune system.
-Benefits brain chemistry by growing new cells.
-Decreases stress by lowering blood cortisol levels and adrenaline.

Regarding Brand Application Haggard asked:
-What information do I have that no one else does?
-Why do people like (or not like) our brand?
-What does our brand sound like?

Consumer:
-Who is our target audience?
-What is unique, interesting, or strange about this audience?
-Do we have the right people in the room to think about this audience?

Culture:
-What’s going on in culture right now?
-What do we care about?
-Where do we have a right to play?

Audio Best Practices:
-Keep it conversational.
-Stay on message.
-Mention your brand.
-Embrace the pause. Don’t rush.
-Get the right Voice Over.
-End with a Call To Action.

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