Jingles – the best way to get your brand noticed in 2020
It’s amazing how many companies still believe that they will stand out by NOT doing anything different.
We have conversations with people all the time – who snigger at the idea of using a jingle or rememberable catch phrase/ slogan to be the cornerstone of their branding, marketing and advertising .
Brand awareness and demand generation efforts are fruitless unless people remember who you are!
Do you really think companies like McDonalds, Wheaties, Toyota
or Coke would have done so well – without their jingles and slogans?
McDonalds is a prime example of a struggling company, that thought they’d better do something quick!
In 2001 they strategised and came up with a long-term brand marketing campaign, using a spread of different mediums and media with specific attention on music and video marketing.
Fast forward 3 years from 2001 and they had grown their share price 1000%. Yes you read it correctly from sliding towards bankruptcy to growing one thousand percent!
I specifically mentioned ‘with specific attention on music and video’, because these mediums are ways to reach the masses and need to be remembered. They are also the mediums that are high up on the usage statistics by a large percentage of most companies target markets – ie. how they interact with their brands.
Intentional emotive marketing messages are how you imprint a brand on the minds of your potential customers… hence jingles and using them especially with interactive media is hugely successful.
Successful Jingle Story
Take Wheaties for another great example…
Executives at General Mills were actually about to discontinue Wheaties when they noticed a spike in its popularity in the regions where a radio advertisement of their was airing with a jingle.
They didn’t believe that this (now prominent) breakfast cereal was worth keeping in their line-up, but decided to give it one last push.
The company made a decision to air the jingle nationally… and sales went through the roof.
Using a jingle in the final hours of it’s existence (before being cut as a breakfast cereal) their final campaign was the start of world-wide dominance.
Eighty years later, Wheaties is a staple in kitchens across the globe.
The original Wheaties Jingle
On Christmas Eve, 1926 the modern commercial jingle was born – when an a cappella group called the Wheaties Quartet sang out in praise of a General Mills breakfast cereal.
What is a jingle?
A jingle is a catchy, short song or tune used as a pillar of branding in a business’s marketing and advertising. The main aim is to create a memory, so that people remember the brand name, a telephone number, value/s or a particular product or service of a business.
Jingles are a form of sound branding and can also have many iterations, being only a few words or a whole song. A good jingle is both a valuable marketing and also branding resource, however there are a few simple guidelines to making them work effectively.
A jingle contains one or more hooks and a meaning that explicitly promotes the brand, product or service being advertised, usually through the use of one or more advertising slogans or catch phrases.
How to use a jingle
Jingles are super versatile and crucial as a part of a holistic branding campaign.
Sound and Vision are how people interact most with brands today. Voice and Video searching are also the most popular ways to search for information about a product, service or company prior to a purchase these days (according to Goole’s latest stats).
Jingles are the catchy sound branding tool that all mass trade businesses should have in their marketing arsenal.
One of the best things about a jingles is there are almost no limitations to what you can do with them.
The thing that makes us excited about jingles is that hardly anyone is using them in advertising anymore and those that are, normally get some piece of famous music and try and squeeze some relevant words around it.
Original jingles are almost always the best. McDonalds was very sneaky in the way they got their jingle to stick. They actually commissioned a couple of really famous pop artists to manufacture a hit for them and then when it had been imprinted on the minds of the public – they made the hook (the really catchy piece of the song) into their jingle.