Why a Jingle?
Commercial jingles are those mini-songs used to promote a business or product. Those little catchy tunes that get stuck in your head and have you singing the name of a brand and their benefits!
So why consider a commercial jingle for your company?
Wheaties was one of the first companies to recognize the enormous potential of a jingle as an advertising tool. On Christmas Eve 1926, they aired the first commercial jingle ever, which also introduced their famous tagline.
There is arguably no stronger form of brand memorability than a jingle. Imagine trying to teach a four year old the ABC’s without a song. How much success do you think you would have? With a catchy jingle that gets exposure, three or more times, people will start singing the name of your product or business. Run it for a long period of time and people will remember it forever. Just ask anyone that grew up in the 1970’s to finish these tunes 40+ years later:
“Give me a break, give me a break, break me off a piece of that ____________.”
“Plop, plop, fizz, fizz _______________.”
“I am stuck on Band Aid, __________________“
“Two all beef patties, special sauce, lettuce cheese____________”
We all remember jingles from our childhood. That’s how long they stick. How many non-musical commercials do you remember from your childhood?
Jingle…a personality for your brand.
A great commercial jingle is not only catchy, but it also conveys a style, vibe, and personality for your brand. It can be edgy, friendly, exciting, sexy, quirky, fun etc. However you want to represent your product, a good jingle should carry that message and appeal to your target audience.
Where do you get a great jingle?
We’ve all heard bad jingles. And they’re not necessarily even less expensive. Hard to believe. There are music production companies out there doing great commercial jingles created with catchy hooks and lyrics with a high level of production. Listen to their demos. And judge their work not just based specifically on what you’re looking for for your company, but rather how appropriate the jingles are for the companies they’re representing. Every brand is different. You want to go with a jingle production company that has a good reputation and preferably awards for their work. Also look for a variety of styles. A versatile company can find the right vibe for you. Talk to the jingle producer and make sure you’re comfortable with them and their understanding of your brand. You don’t have to know specifically what style of music would be right for you. An experienced jingle producer will suggest some musical directions for your company.
More to come on jingles…the process, how to get something you love, and benefits of a donut! Huh? Stay tuned. : )