Don’t underestimate the power of sensory cues to jog memory. I got to thinking about this recently while reflecting on all the jobs I’ve ever had over the course of my working life.
I was able to recall a phone number of a former customer that I dealt with in 1996 because of her southern accent, and the same way that she always spoke her message when she called.
My first job out of college was for a micro-sandblasting company. Customers would call needing to order parts for their mini sandblasting machines.
Debbie from Rodeco would call me up from time to time, always opening the call (or leaving me a message) in the same exact tone, using the same words.
“Hi. This is Debbie from Rodeco. Please call me back at 919 775 7149.”
Actually, she said it like this:
“Hah. This is Day-bee from Roh-DAY-coh. Please cawwl me baick at nahn wun nahn, say-vun, say-vun fahhv, say-vun wun foar nahn.”
I was 23 when I’d field her calls… and it’s 30 years later, and I can’t remember what I ate for breakfast yesterday. But I STILL can hear in my mind her exact voice, intonation, message and phone number.
Being a copywriter, I had to relate this back to marketing and how sensory cues like music, a special accent, a certain way of uttering your words, or visuals can serve up memories of your company in everyday life, if you show up with that same message in enough places.
Video is Back, and Advertising Jingles Should Be, Too.
With video content now dominating the internet, it’s time to bring back the jingle and use music to increase memory recall of your brand and company. Yes?
So sorry for the poor videoing skills but we will all get over it.
Some companies have already jumped on the jingle-as-branding bandwagon.
Can you spot the brand behind the song?
“Liberty, liberty, libbb-erty!”
“Binggg-bonggg!” (Taco Bell.)
“Like a good neighbor, State Farm is there!”
(Okay, so still not too many modern-day jingles. That means there’s lots of space to burn your brand in!”
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