We talked to Chynna Morgan of GIF Out Loud on how businesses can AMP up their experiential marketing campaign with sound and scale. She had the following to say about it.
First of all, how are you and your family doing in these COVID-19 times?
Chynna Morgan: All I can say is that we are blessed! I am grateful that my family and I are healthy, and this year has made me realize that is all that matters.
Tell us about you, your career, how you founded GIF Out Loud.
Chynna Morgan: I started GIF Out Loud when I noticed the lack of us using our voice to communicate every day due to the increased use of technology, aka text and messaging. GIF Out Loud started as a communication platform that allowed users to add their voice and music to GIFs and share via their keyboard to communicate without talking on the phone. The GOL message was the best of both worlds, you got the entertaining visuals, and you could hear the person’s voice to understand their tone and what they wanted to say. As I was growing the app, a company approached us and asked if we could create their own GIF Out Loud platform for huge brand activation. This is when I realize how vital audio branding is and how brands should tap into this type of marketing to emotionally engage their target audience. We started working directly with brands to create customized and engaging experiences using GIFs and Music to connect with their audience and amplify their brand during events and brand activations.
How does GIF Out Loud innovate?
Chynna Morgan: We focus on emotionally connecting with consumers using the brand’s sonic identity and making that into the most shareable moment that your audience would want to share and amplify on their social platforms.
How the coronavirus pandemic affects your business, and how are you coping?
Chynna Morgan: Our industry was hit pretty bad by the pandemic; all events, music festivals, and brand activations were canceled, which meant all of the activations we were a part of were canceled. Once we figured out that the pandemic was not going away anytime soon, we pivot to also offer virtual GIF Out Loud experiences during virtual activations.
Did you have to make difficult choices, and what are the lessons learned?
Chynna Morgan: As a founder or CEO, you constantly have to make decisions for your company to put your team in the best position possible. One lesson I have learned as a CEO is that I do not have to carry the burden alone; that is why you build a team to make decisions together when needed collectively.
How do you deal with stress and anxiety? How do you project yourself and your company in the future?
Chynna Morgan: The best way that I relieve stress is by dancing; I make sure that I take a dance break daily and I immediately feel rejuvenated. I think my company is on the brink of real innovation when it comes to sensory marketing. Our goal is to continue working with brands to build long-lasting relationships with their audience through sound and music experiences.
Who are your competitors? And how do you plan to stay in the game?
Chynna Morgan: There are a couple of brands in our space, but not necessarily direct competitors. I think every company has its own secret sauce of what they do well, and we plan to stay in the game by focusing on what is important, and that is making long-lasting connections between brands and their audience.
Your final thoughts?
Chynna Morgan: I am excited to see more brands tap into the power of audio branding and realize that there is power in creating visual experiences around their sound. Cheers to the future of audio 🙂