Ever have an annoying tune stuck in your head all week? Is
it a catchy jingle for a product? If so you can thank a copywriter and
songwriter for that. Research shows that jingles are undeniably effective in
creating brand awareness. If you are standing at the deodorant aisle trying to
decide what to buy, and you suddenly hear the Old Spice whistle tune in your
head [http://www.youtube.com/watch?v=3kns-4B5SG8], you may put a stick of their
deodorant in your shopping cart. Jingles don’t have to be long, or even contain
lyrics to work.
So why are jingles so effective? Science has the answer for
that. When we were children, we relied heavily on our short term working
memories and the articulatory rehearsal
system to learn and constantly repeat sounds that we heard. This repetition,
called a phonological loop, allowed
us to learn to speak. By exploiting this system, marketers can use short and
memorable jingles to create brand awareness. So if you need to separate
yourself from similar competitors and products, consider a jingle. Here are a
few keys to a good jingle:
Repetition
The target audience needs to hear the jingle several
times before they can create an association to your product and brand.
Be Memorable
The best jingles are memorable, and catchy. Like a hit
song, your jingle needs to be uniquely sounding to be memorable. A nice melody also doesn't hurt.
Be Clever
If you have lyrics, they should be relevant and well
written. You don’t want your brand associated to a confused and unfocused
jingle.
The shorter, the
better
Research has proven that short jingles with a simple
melody are more effective.
BRAND! - Don’t
forget the purpose
The purpose of your jingle is to promote your brand and/or
products. Don’t forget that. It would be unwise for a piano company use a
melody featuring a trumpet solo.
Hire a
professional
Surprising enough, there are people who are paid to write
jingles. They are professionals who make a living doing this day in, and day
out.
Test It!
Market research and focus groups can tell you immediately if
you have a hit or not. A good jingle needs to be positively received by a wide
audience. Well written jingles can last years, and can be triggered with a
visual stimulus. I still hear the Oscar Meyer Weiner song every time I see
their logo, sigh!
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Gorilla Punch Marketing is an advertising firm located in
Toronto, Ontario, Canada. We specialize in unconventional, cost effective forms
of advertising. Our current focus is on Custom, Full-Coloured Pocket Sized
Tissue Packs. Visit our site www.GorillaPunchMarketing
for more information. Copyright 2012, All Rights Reserved.
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