Jingle All the Way to the Bank
Updated: Jun 22, 2022
While I tend to put heavy emphasis on internet marketing, I have had to admit to myself that old school marketing is still relevant for many types of businesses. So today we’re going to talk about jingles. Those silly, stuck in your head components of tv and radio commercials.
I was driving this morning when I saw a Sara Lee truck, and an age-old quandary of mine was solved. I was never sure if the jingle was “Nobody does it like Sara Lee” or “Nobody doesn’t like Sara Lee.” The truck told me it was the latter. Good jingle, but difficult to understand.
According to Wikipedia, a jingle is a memorable slogan, set to an engaging melody, mainly broadcast on radio and sometimes on television commercials. Did you know there is a jingle preservation society?
So why and how can a jingle successfully market your business?
It’s Memorable. If you can’t get that annoying charming tune out of your head, the next time you buy toilet paper, guess what’s going to be playing in your head and getting you to buy the jingle brand?
It’s Clever. There are a lot of bad jingles out there. But the ones that work say something amusing or witty, and those are the ones that work.
It Puts the Brand Out There. A jingle should emphasize the brand name clearly. No question.
So if you’re considering a tv or radio commercial, pay a professional to create an effective jingle that will generate interest. Get feedback before you play it on air. Make sure the words are clear (I just read a blog post about a jingle for a burger joint whose jingle sounded more like “boogers.”). Get it perfect before you release it.