Every business wants it, but few know how to get it. I’m talking about instant recognition. The kind you get when you hear a slogan, some piece of music or even see a logo that brings a specific business to mind. Many businesses try to get that kind of recognition, but most go about it in all the wrong ways.
If you talk to any media buyer they’ll tell you that all you have to do is be present in the market. They’ll say that the percentage of media presence in the market will be roughly equivalent to your share of your target market. While I can’t dispute the importance of getting your message out there and playing it frequently, one thing media buyers tend to overlook is the importance of the message itself. There’s no point to spending all you hard-earned money on buying the best ad schedule if your message is slipping into the background, as most tend to do. The great thing about radio ads is that it’s not as expensive as you might think. It’s actually the most cost effective advertising medium there is, even beating out newspapers. So when you’re planning a budget for advertising you should always try to invest a portion into getting something noticeable produced. The production of a commercial will make or break your ad campaign!
Music has a way of getting into our heads and triggering emotions on a sub-conscious level. The concept of a “jingle,” a short message in the form of a tune backed by music, was developed in the 1920’s and today continues to be one of the preferred methods for advertisers around the globe. Not only are they great for instant recognition, but they have a long shelf life. Some jingles last decades and never lose their effectiveness! However, the key to a great jingle, or a useless jingle, often lies in the quality of the production. Don’t skimp on this! Just think about it, you are taking the time and effort to engrain your message into your customers’ heads by appealing to several of their senses, don’t waste the effort by having a horrible quality production. If you do, that’s all the client will remember, horrible production……instead of the message.
While we may only be discussing powerhouse companies in this article, it’s important to note that those aren’t the only ones that should be concerned with how they are being branded. Whether you like it or not, there’s already a perception about your company in the public spectrum. Friends will tell friends where to buy cars, the best deals on clothes or even what exterminator really gets rid of the bugs. So even if you’re unaware of what sets you apart, odds are there are a handful of your customers who do know! This brings us to our first major step in developing your brand…Set aside some time to talk to your customers and constantly ask for feedback. There may be something you already do that really bowls them over.
There are so many companies vying for the attention of your target market via Jingles, you need to give them a reason to listen and remember you. A properly produced jingle will do just that…and keep a smile on their face.
Author is a creative Jingles writer. He has learned expertise in ads writing (& custom ads). He used to create ads for websites and for radio ads as well.
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