Have you ever been driving or sitting in a car and you start singing along with the commercial? How about talking to your friends or colleagues and everyone starts singing the words to the latest catchy jingle? That’s the power of jingles that have a lasting impact.
Radio jingles have been used for decades to connect with target audiences and boost advertising results. Effective for both large and small brands, these “earworms” help brands differentiate themselves and capture their audience’s attention.
Why Jingles Provide Value
Jingles provide value to brands in a number of ways. They are timeless, instantly recognizable, and cost effective while also inspiring memory recall. Jingles also help provide creative direction for the rest of the campaign, helping to maintain consistent branding for your audience. Whether you make your own jingle or partner with a radio station to create it, here are a few tips for using radio jingles to boost advertising results:
1. Understand your product or service
Having a good understanding of your product or service is the first order of business when creating a radio jingle. To effectively boost advertising results, it’s important to consider the unique features, benefits, history and other elements the jingle must focus on. This will help to promote your brand while also delivering a memorable message.
2. Use a core message
When developing a radio jingle, it’s important to include a core message that resonates with your target audience. Consider highlighting your product or service’s unique selling proposition (USP), a unique factor that differentiates it from its competitors. This could be the lowest cost, the highest quality or the first-ever product or service of its kind. The main point is to incorporate a core message into your jingle that grabs your audience’s attention.
3. Write simple lyrics
The key to creating a jingle that inspires recall is keeping the lyrics simple enough for people to remember and sing along. In other words, write for continuity – you want the audience to remember the words long after they hear the jingle. Make sure you incorporate your brand’s name, use repetition and rhyme, and avoid using jargon when writing the lyrics.
4. Find the right music/tune
Choosing the right music for a radio jingle can make or break the effect it has on the audience. Use the right music and tempo, keep it short, and make sure the music appeals to your target audience. When you have a catchy melody, it creates a lasting effect in the minds of the people who hear it.
5. Add it to your radio ads
Incorporating jingles into your radio ads helps to drive brand recognition, set you apart from the competition and capture your audience’s attention. When working with a media partner, they can produce your radio jingle and easily incorporate it into your advertising to boost results.
Understanding how to effectively use a radio jingle to add value can make a huge difference in the results you see. The right media partner can guide you through the process and help you reach your target. To learn more, contact the team at Zimmer and learn more about their fall Jingles Workshop where you can receive tips and strategies for creating a memorable jingle.