Tyre trade plays to gender stereotypes, says audio branding firm

Tyre businesses still play to traditional gender stereotypes, according to new research. A study conducted by PH Media Group has found the typical voice profile used by firms in their audio branding is male and aged 35 to 45. The most popular voice is also friendly and upbeat in tone, helping to convey a sense of reliable service, while instilling a positive attitude in customers.

None of this will come as a surprise, given typical perceptions of the industry but audio branding specialist PH Media Group advises tyre firms to consider breaking with stereotypes where appropriate and choose branding that reflects an increasingly diverse customer base.

“The fact that most tyre traders use a male is to be expected, given traditional perceptions of the industry and the make-up of its workforce,” said Dan Lafferty, director of Voice and Music at PH Media Group.

“This is not necessarily a bad thing, as a deep, masculine voice can be used to convey a sense of authority, especially when combined with corporate music. 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 feminine voice can be equally authoritative while also being perceived as soothing and welcoming, helping to communicate a sense of devoted, understanding service and perhaps reflect a changing customer base.”

The research audited the tyre trade’s on-hold marketing – the messages heard by callers when they are put on hold or transferred – to reveal which voice and music is most widely used.

The most popular music tracks were modern and upbeat in style, designed to reinforce the positive attitude portrayed through the tone of voice and motivate customers to buy. Many firms opt to use popular music tracks but, due to existing emotional associations, these tracks are often unsuitable in convincing a customer to buy.

“Sound is a powerful emotional sense,” added Dan. “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.”