Here’s an interesting fact: In 2020, some people assume that jingles aren’t effective anymore. Seriously. Let me say that again. Some human beings think that jingles do not work as an advertising tool anymore. That’s right. Even though you can hear jingles at work every single day on a plethora of advertising platforms, some people aren’t aware! I’m not talking about just radio here, even though radio is still doing pretty well. A recent Nielsen survey found that 83% of consumers say they’re listening to as much or more radio as they were before the pandemic. Surprised? Don’t be. Jingles can move mountains when it comes to connection with your key demographic, and over the long haul, can be a lot cheaper then other forms of advertising. Don’t just listen to me. Zimmer Cummincations, a media company that’s been around for 64 years and is currently “killing it” says:
“One of the main benefits of jingles is that they are memorable and stick in our heads. This is primarily a function of repetition. After hearing a jingle repeated on the radio throughout the day, they tend to stick in people’s heads and often pop up at random times. And as we know, two of the major keys to successful marketing efforts are consistency and frequency. In general, the shorter your jingle is, the better because you’ll be able to repeat it multiple times during a single spot to increase frequency. Finally, rhymes tend to stick in our memories because it helps encode information in our brains more easily.”
Okay. I’ll give it a rest. But one last thing. Think about that last bit. Many of our Jingle clients want us to shoehorn 18 words into a Jingle Sing Out, you know, where you only hear the singers at the end. Keep it short and simple. The Power is in the Paucity of the message. Hey…who knows? Maybe you too could have your own Secret Weapon.