New research from a study by PH Media Group has shown that marketing used by UK oil and gas companies continues to play to traditional gender stereotypes. The study also found that the typical voice profile used by firms in audio branding is male aged 45 – 50. The voice is also authoritative, credible and trustworthy in tone, which helps to reinforce a sense of professionalism and specialist knowledge. The group has said that this profile is hardly surprising considering it is grounded in traditional preconceptions of the oil and gas sector and reflects the predominantly male workforce. However, the group has also said that firms need to choose branding that suits their specific company values and has said that a female voice can be just as effective.
Dan Lafferty, Head of Voice and Music, PH Media Group said, ‘an older, deeper, male voice can be used to convey a sense of authority, especially when combined with corporate music. This is important in an industry where specialist knowledge, professionalism and efficiency are crucial factors in delivering a service that meets expectations.
‘But that doesn’t mean it will necessarily be the best fit across the board and companies should use a voice which best reflects their products, customer base and service proposition. A female voice can be equally authoritative but is also perceived as soothing and welcoming, which can help to communicate a more personal touch and out customers at ease.’
PH Media Group researched the on hold marketing messages of oil and gas operators to reveal which voice and music is most widely used. The most popular music was corporate and relaxed in style which is designed to reinforce the sense of professionalism communicated through the tone of voice in a soft and assured manner. Many of the surveyed firms used pop music tracks however, due to existing emotional associations, these were often unsuitable in convincing a customer to buy.
Lafferty said, ‘sound is a powerful emotional sense. People will often attach feelings, both positive and negative, to a piece of commercial music, which will be recalled upon hearing it. Placing a piece of commercial music in an on hold situation, no matter how cheery and upbeat it may seem, is a lottery of the individual’s previous experience of the track. Using commercial music is also a square peg, round hole scenario, taking a piece of music and trying to make it fit a new purpose to convey a message it was never intended to.
‘A bespoke music track starts from the ground up, with each element forming or reflecting the brand proposition, and with there being no previous exposure among the client base. The physical attributes of the track, whether major, minor, fast, slow, loud or quiet, are used to communicate emotional meaning, rather than the personal experience of the individual.’
Edited from press release by Claira Lloyd
Read the article online at: https://www.hydrocarbonengineering.com/gas-processing/01092014/oil-gas-industry-stereotypes/