Every business wants it, but few know how to get it. I'm talking about instant recognition. The kind you get when you hear a slogan, some piece of music or even see a logo that brings a specific business to mind. Many businesses try to get that kind of recognition, but most go about it in all the wrong ways.
Debunking the Myths
If you talk to any media buyer they'll tell you that all you have to do is be present in the market. They’ll say that the percentage of media presence in the market will be roughly equivalent to your share of your target market. While I can't dispute the importance of getting your message out there and playing it frequently, one thing media buyers tend to overlook is the importance of the message itself. There's no point to spending all you hard-earned money on buying the best ad schedule if your message is slipping into the background, as most tend to do. The great thing about radio advertising is that it's not as expensive as you might think. It's actually the most cost effective advertising medium there is, even beating out newspapers. So when you’re planning a budget for advertising you should always try to invest a portion into getting something noticeable produced. The production of a commercial will make or break your ad campaign!
Tip: If you're going to spend money on running radio ads, you should plan to spend at least fifteen percent of your budget on producing the commercial.
Now that we’ve established the importance of quality production, you need to figure out what you’re going to tell people. Every piece of advertising you release should always promote the brand. Your goal needs to be more than just letting people know you’re having a sale or that you opened a new store. Sell the benefit and promote the brand first and foremost. This begs the question, ‘What’s the best way to promote my brand and gain instant recognition?’
Music has a way of getting into our heads and triggering emotions on a sub-conscious level. The concept of a “jingle,” a short message in the form of a tune backed by music, was developed in the 1920’s and today continues to be one of the preferred methods for advertisers around the globe. Not only are they great for instant recognition, but they have a long shelf life. Some jingles last decades and never lose their effectiveness! However, the key to a great jingle, or a useless jingle, often lies in the quality of the production. Don’t skimp on this! Just think about it, you are taking the time and effort to engrain your message into your customers’ heads by appealing to several of their senses, don’t waste the effort by having a horrible quality production. If you do, that’s all the client will remember, horrible production……instead of the message.
There are so many companies vying for the attention of your target market, you need to give them a reason to listen and remember you. A properly produced jingle will do just that…and keep a smile on their face.