1 jingle and 20 years of value: music matters even for small business

373-7350. 373-7350. Jake’s Pizza… It’s not nearly as catchy without the music to go with it. For the moment, though, that’s not the point. The point is that I remember the phone number and the jingle for Jake’s Pizza in Albert Lea, Minnesota over 20 years ago—even though I never lived there. I did, though, go there to visit family and every time the radio was on I heard that jingle. I couldn’t tell you the phone number for any other restaurant in America, but I will know that one until the day I die.

So, what’s the point?
Music is an underutilized tactic in any marketing or branding strategy. According to a study cited by music branding expert Ruth Simmons,

• "Brands with music that fit their brand identity are 96% more likely to be recalled than those with non-fit music or no music at all” 
• “Respondents are 24% more likely to buy a product with music that they recall, like, and understand compared with 8% where the opposite applies"

Music helps you stand out and, I’d argue, it can be a key component in helping you move from brand recognition (consumers know who you are) —to brand value—(consumers care who you are and they’ll do business as a result).

Why does it work?

As music therapy research has shown, “music with a strong beat can stimulate brainwaves to resonate in sync with the beat” and “bring lasting benefits to your state of mind, even after you’ve stopped listening.” In other words, music creates chemical and emotional reactions that can stick with you long after you’ve stopped listening.

When should it be used?

Music tends to work best in saturated industries or unfamiliar industries and where the consumer is purchasing a product rather than a long-term relationship. In either case you’re dealing with what appears to be a virtually identical product, purchased on a one-time basis, where the service or the atmosphere is the key differentiator. Automobiles, personal injury attorneys, and even fast-food are good examples. 

What doesn’t work?

Music just for the sake of music, music that’s overused (e.g., ad saturation), music that overpowers the message, or music that doesn’t fit the taste of your audience.

What does work?

• It’s memorable: if you can reproduce it before bed, the shower, or car, it works.
• It’s short: whether it’s your “calling card” (e.g., the Intel “bum, bum, bum bum”) or your call to action (e.g., putting your name and phone number to music to encourage the dialing of your number) aim for three seconds and cap it at ten. You want even non-singers to be able to sing or hum the key part in their head. 
• It sets a mood that captures your brand.

Used strategically, music can be a compelling means for setting a company apart. Used poorly, it can drive business away. And the beat goes on…