On Christmas Eve, 1926, Wheaties took to the radio and invited America to “Try Wheaties, the best breakfast food in the land!” inventing what we now call the “radio jingle.” Through the power of the song sung by a male quartet, Wheaties soon became the best-selling breakfast cereal, and the benefits of radio jingle advertising became quite clear. In fact, jingles have been grabbing the attention of radio audiences almost since the beginning of this form of entertainment.
Today, radio jingles remain an effective and powerful marketing tool. Few people can forget that “Nationwide is on their side” and most have found themselves wishing they were a “Toys-R-Us Kid.” In fact, just reading those statements probably brought to mind the jingles of these large brands. If you want a powerful marketing tool that will get your brand noticed, a radio jingle is definitely worth consideration. Here is a closer look at how radio jingles can support your business branding goals.
1. Drive Brand Recognition and Recall
The goal of radio advertising is for your brand to be the first one that comes to mind when someone needs the product or service you offer. Jingles that are catchy and memorable get stuck in your customers’ heads, keeping you in the top of their mind. When it’s time to make a purchase, they will instantly recall your brand, and this will increase your sales and lead to repeat purchases.
2. Set You Apart from the Competition
Your market is most likely a crowded place. There are many other businesses that offer what you do, or at least something similar. Furthermore, they are all vying for the same customers. You need ways to stand out, and a jingle is one of them.
Your jingle is branded to your company's mission, values, messaging and personality. This makes it uniquely yours, and it serves as a differentiator between you and your competition. When you have a catchy jingle, you draw in your audience and increase the chance that your message is the one they will remember - driving brand recognition and memorability.
3. Grab Your Audience’s Attention
Customers are constantly distracted by competing media and advertisements. A catchy tune combined with memorable lyrics can help you cut through the noise and grab a hold of your listeners, driving direct engagement. This prevents your customers from being lured by your competitor’s ads, increasing the chances that your ad is the one they remember when they need what you offer.
4. Provide Creative Direction
Jingles are often used in radio, but that’s just one avenue. The 1-877 Kars4Kids jingle is well known on the radio, but it’s also been seen on TV and even YouTube. Creating a catchy tune can give your marketing team a tool they can use in other marketing channels and materials. Whether it is the sound of the jingle, the voice used in the jingle or the words used in another way, this will create a uniform branding message across marketing channels.
This is key to your marketing success. Consistent branding that is strong and memorable, regardless of the marketing channel used, will ensure your customers instantly recognize your brand when they come across your marketing efforts.
Radio jingles are a critical component of your marketing efforts. They drive customers to you and help you stand out, grabbing their attention, when marketing in a crowded field. If you are unsure about how to write a memorable jingle, check out Zimmer’s fall Jingles Workshop on November 5th. You can see our jingle work here. Through the workshop, you can learn what it takes to create strong, memorable jingles that will work for your brand. You can also download our new eBook, Power of Jingles, to learn even more about the ways jingles can enhance your marketing efforts.