Jingles – your brand’s sound Remembered in 2020
It’s amazing how many companies post videos and spend huge amounts of time and money on video and radio Ads without actually using a unique sound… to help engage people’s minds for the future.
Close your eyes, and you’ll know it’s an Ad for McDonald’s, Banana Boat Sunscreen, Weet-bix, AAMI insurance and we all know what the “people using shampoo in the shower” are singing… De, De, De, Decore, De, De ,Decore….
You’ll also find it very hard to tell me, which brands videos you saw Ads for – that didn’t have a unique song, sound or jingle.
The sheer volume of video content online is growing exponentially
The latest stats from Google, Apple and industry powerhouses like Nielsen and Southern Cross Austerio say that voice search volumes are on the rise by 125% + year-on-year… and have been for the past 3 years!
Video search stats have also come in from companies like Alexa, Facebook, Youtube, Cisco, Google, HubSpot and others – letting us know visual searching has definitely come of age!
- 78% of people watch online videos every week, and 55% view online videos every day
- 6 out of 10 people would rather watch online videos than television
- YouTube is the second most popular website after Google
Mobile video consumption rises by 100% every year
By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017
59% of executives say they would rather watch a video than read text
72% of customers would rather learn about a product or service by way of video
Users view more than 1 billion hours of video each day on YouTube
A Facebook executive predicted that their platform will be all video and no text by 2021
What does Sound Branding look like?
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.
I think I’ve covered off why you need it… but sound branding is more than a great jingle. It’s a holistic look into every aspect of how customers interact with you when they can hear something that you present to them.
Sound Branding Tools
– Jingles (longer)
– The jingle hook/ Musical catch phrase (shorter )
– Voice Overs – with a Sound Bite of the Jingle Hook
– On-hold voice message – with the jingle hook
– There also could be a genre of music that you want to portrait as ‘your style’
Brand awareness and demand generation efforts are fruitless unless people remember who you are!
Do you really think companies like McDonalds, Toyota
or Coke would have done so well – without their Unique Brand Sound?
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 Can Your Brand Sound Like?