Ad Jingles: Building Your Brand

Are you opening a brand-new commercial enterprise or do you want an effective advertising method for your current business? In the harsh realities of the current US economy, using unique and catchy commercial jingles just might be an excellent method to crank your company's attributes loudly over the din of competition; resulting in a lot of people talking about your business. So, what makes an ad jingle great? Prior to forking over your increasingly difficult-to-get money to a professional jingle dealer (or even to your cousin Rene's skiffle group) there are a lot of things you might do well to contemplate in order to help make your new musical advertising message as dazzling as it's ever going to be.

Here are a few simple points to remember, in random order.

- Seeking many other people's comments on your business can be annoying and of little use. Trust yourself - when find a jingle that you really appreciate, that alone is a very strong indicator that thousands of other people will admire it also.

- These days, almost anyone with a machine and some programs can start a business as a "music recording service," so be wary! Inquire as to how many years they have been serving the public. What is their business reputation? Can they provide a list of business testimonials? Are their rates not hidden and offered up without question? Are they registered with their local Chamber of Commerce or BBB?

- Get potential clients to remember you: plan on firing up your new commercial campaign with the all-sing edit of your jingle and then use another edit from your package after your jingle has been on the air long enough to be branded into the public's minds. Ironically, sometimes an irritating jingle can be even more effective than a pleasant but forgettable one.

- Look around for a jingle creator that serves up a without-charge, no obligation spec demo, so that there is no obligation to you unless you are thrilled with the result. It's good to know that there is no cost to you if the company doesn't provide the jingle of your dreams.

- Be particularly attentive when approaching production houses that make it their policy to request renewal charges. A good jingle can have a lengthy useful lifetime, so find a company that gives you a choice of full buyouts, or lifetime licensing contracts.

- It's not suitable just to prompt your creator that the jingle be "modern." Contemplate where you will be running your advertisement carefully. For example: will your bluegrass style jingle get the results you want if used in a mostly acid rock format? Consider your music style options with utmost care.

- Ask your jingle maker if they will provide a Worldwide agreement up front, so that when/if opportunities present themselves for you to grow your business, the jingle will be uniquely yours in any and all Designated Market Areas (DMAs) that you wish to use your commercial in.

-Have you come up with a brief advertising catchphrase? Is it musical? The slogan "Tammy's Service shop has a huge staff of specialists trained to meet your every automotive need, and they'll even come to you!" while descriptive, is not exactly something your customers will be singing in the shower. If you need a more suitable business phrase for sung lyrics, feel free to ask your jingle production company to write a better one for you or create one from scratch. A reputable company will do this without a problem; often at no additional charge.

- A good rule of thumb is to have your professional name be sung repeatedly; as often as once for every :10 seconds of the total length.

Put to good use, these few thoughts will really help in your search for the best jingles for your trade. Your new jingle is a one-time cost that can pay cash back for many years. Most people can remember ad jingles from days long gone. You probably can as well.

To your entrepreneurial achievement!