Jingles are very difficult to get right. Did you catch that? VERY DIFFICULT.
The first thing you have to consider is, does your marketing budget allow you to buy the ad time needed to get listeners to remember your jingle? Remember, the old ‘rule of thumb’ is a frequency of 3, but for a jingle, it’s more like 6 or 7, especially in the beginning.
Second, if you’ve determined that you do, in fact, have the budget, whom do you have do the jingle? Do your due diligence here people – this should be a long interview process. Don’t just use the “guy at the radio station”, even if they do promise to give you the full cost of the jingle back in free ads.
Look around. Interview four or five companies. Listen to their past work.
In fact, listen to LOTS of their past work.
Is it catchy or is it someone doing nothing more than singing “copy points”? Do all of the jingles sound like knock-offs of each other? Is it always the same voice? Same music? Same sound?
Jingles need to be catchy, simple, and, most likely, void of copy points. Quite frankly, it’s that last one that surprises people the most. However, think of all the jingles that are rolling around in your brain.
“Oh I wish I were an Oscar Meyer wiener…” (Copy point or catchy?)
“Ice cold milk and an Oreo Cookie…” (Copy point or catchy?)
“I’d like to buy the world a Coke and keep it company…” (Copy point or catchy?)
You probably don’t need (or want) a “full sing” either. Trying to teach someone a 1-minute song about your business is tough – no one sets out to learn your song, it just ‘happens’ (with the help of good writing). Brevity can be a lot easier and more successful for you. “I am stuck on Band-Aids ‘cause Band-Aids stuck on me”, “Like a good neighbor, State Farm is there”, “Plop-plop, fizz-fizz, oh what a relief it is”. Short, easy to remember, and very catchy. (And NO copy points 😉 )
Also, let’s not forget about ‘Audio Icons’, which can be just as powerful as jingles. Intel is an excellent example. They have used an Audio Icon brilliantly and, every time you hear it, you think “Intel!” (I still don’t know what Intel really does or why I need it, but that’s a topic for another blog).
If you do decide to do a jingle, be prepared for lots of revisions. Tell your writers to be prepared for lots of revisions, and make sure it’s catchy!
For help with all your needs marketing, reach out to Transformation Marketing in Lincoln, NE! We can help with radio spots, videos, photography, social media, search engine optimization, and much much more! Give us a call at 402-788-2896!