“Many a small thing has been made large by
the right kind
of advertising.”
– Mark Twain.
Modern advertising professionals understand that the most important goal for a business is to create branding with their customers.
Branding a product or service happens when a deep, honest emotional connection is formed with customers. Businesses are always looking for strategic ways to make the face of their product, service or message stand out.
By connecting with people on an
emotional level, you cultivate an enduring relationship, which is at the heart of building a lifelong customer.
A great way to send an arrow straight to the heart of the customer is with music. Research has shown that music is one of the strongest communication tools available, because of its capability to be a memory maker. We all know songs that can stretch our mind with intensity and beauty, that delight and stimulate us. Music can act as a portal to the image and perception desired for your product or service. There are no limits to its power because music literally engages the brain differently – where thinking and feeling come together most closely. It can accurately reflect the attitudes and promises that your business makes to its customer.
So, how does it work?
Jingles/musical images work by utilizing a simple learning technique understood by “Hooked on Phonics” and by teachers who teach kids their ABCs quickly with one little song. By creating a mnemonic, clever combination of rhythm, rhyme and a catchy melody, you are hooked. In fact, it is called “the hook.” The hook is the part of the song you remember the most, the
chorus or catchy refrain. The process of creating a jingle combines strategic marketing with creative concept and technical execution.
For maximum impact and retention, a well-crafted jingle reserves the hook for the name and slogan of the business and uses instrumentation to achieve an emotional connection.
Musical images/jingles work to help create awareness for a brand, strengthen it and leave a positive impression about a product or service. A jingle literally becomes a business’ audio logo or “sign of sound” that can be used for many years. Music serves as the emotional gift-wrapping of a brand. When used in advertising, music delivers multiple exposures to branding because people will hum or sing the song long after they hear it. People remember musical images for decades after they have aired. Consider these:
• “You deserve a break today.” (Mc-Donald’s)
• “Be all that you can be.” (U.S. Army).
• “M’m, M’m good.” (Campbell’s).
• “I wish I were an Oscar Mayer wiener.” (Oscar Mayer).
• “Double your pleasure, double your fun.” (Wrigley’s Doublemint gum).
• “It’s the real thing.” (Coca Cola)
• “Plop, plop, fizz, fizz, oh what a relief it is.” (Alka Seltzer)
• “In the Valley of the Jolly, Ho, Ho, Ho.” (Green Giant)
• “J-E-L-L-O.” (Jello)
• “Nothin’ says lovin’ like somethin’ from the oven.” (Pillsbury)
Neurologists say that what we hear stays in our minds for nearly five full seconds before it begins to fade. Yet what we see is gone in less than a second. With music, a pathway to consumers is created in the form of a melody, and that’s one way a deep emotional connection takes place. The commitment, energy and inspiration that is behind your brand can be communicated with music.
Some national advertisers use pop-
ular songs for advertising. But for local advertisers, the cost of licensing fees is prohibitive. A jingle/musical image can be an affordable and effective way to brand a business.
Today’s consumers are moving targets. They are more sophisticated, more savvy and ever-changing. Music is one of the best ways to break through the media clutter and truly touch their hearts.
Investing in brand-building music can pull together various elements of a multimedia campaign into a clean core message. The same memorable musical image can be on the advertiser’s Web site, on-hold system and corporate video, as well as on TV and radio ads.
It takes more ways than ever to reach, make emotional connections and brand with consumers. Music has the power to get you there.
Ralph Plank is owner/composer/sound engineer of Plank Productions Inc., a full-service sound recording studio.
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