A logo gives your brand a face. A jingle, also called an audio logo, makes your brand heard. What you do, your values, your story – all this can be packed into an individual sound that arouses emotions and associations and stays in people’s minds for a long time. Especially important in today’s world of reels, TikToks, podcasts and co.
… you are on Youtube. Actually, you just wanted to find out how to change your car tires. You type your car model, the year of manufacture and the text into the YouTube search field. You’ll quickly find a suitable tutorial. But before you start the tutorial, you get an entirely different idea. A short commercial appears, “All-weather tires that save you the hassle”. You click a pause, think for a moment: somewhere you’ve heard this tune before at the beginning of the commercial. It’s stuck in your head.
The Internet – our daily companion to inform, entertain, educate, connect and exchange with each other. In 2021, the average time spent on the World-Wide Web was approximately seven hours per day. During this time, our senses are fueled with thousands of new impressions.
We surf a wide variety of websites, click through multiple social networks, and sometimes just listen. Because in order to use the Internet, we don’t even have to sit in front of the computer or hold the cell phone in our hand. Even when we’re occupied with other things and don’t have our hands free, such as while driving or cleaning up, we’re connected to the Internet and listening to our favorite podcast.
For businesses, organizations, broadcasters, advertisers, influencers, YouTubers, podcasters and other content creators, the competition is fierce. To float on the surface of the flood of information instead of drowning, you have to come up with something. But how do you manage to stay in people’s minds?
Multisensory marketing makes people remember you!
Our brain distinguishes between important and unimportant information. All unimportant information ends up in our short-term memory and is deleted after just a few seconds. But if the same information appears again and again in different places, it will be remembered for a longer period of time. However, it is not only the regularity of the information that plays a role, but also the way in which the information is absorbed.
Information can be absorbed through the various senses: hearing, seeing, tasting, smelling, feeling. If you can get the right recipients to take in your individual message through multiple sensory channels, that’s half the battle. The next step is a bit more difficult.
The message must be prepared intelligently, harmonized with each other – in a way that it is received as individual information via the different sensory organs in each case. But in the brain an automatic assignment between the individual information arises. Once the information has been linked together, only a single stimulus is sufficient to recall the information stored in the memory in its entirety.
For example, if you hear the McDonald’s jingle “Da-da-da-daaa, I’m lovin’ it,” you automatically imagine the McDonald’s logo. All those who like to eat at McDonald’s probably have their mouths watering directly when they hear this because they imagine the taste of a Big Mac.
The preparation of a message as different information for the individual sensory organs is therefore called “multisensory marketing”. The goal is to increase appreciation and acceptance, and thus memory.
No podcast without sound!
On the World Wide Web, the senses of touch, taste and smell play no role. Here, everything revolves around audiovisual stimuli. Most marketers spend their money on a visually impeccable brand image. The importance of acoustic marketing is unknown to most.
Acoustics are known to support visual stimuli. Whether it’s reels, stories, TikToks on social media, YouTube tutorials, image films – it’s better to leave it direct without a sound!
But Audiobooks, Podcasts and Co. raise auditory marketing to a whole new level of importance. Here, visual stimuli hardly play a role. Here, “acoustic stimuli” are the main actors. Podcasts are currently among the most popular marketing channels. Either you make your own podcast, are invited as a guest speaker, or have your commercial run on a well-known podcast. Three marketing opportunities through just one channel.
A jingle has a lasting impact on the consumer behavior of your target group or audience. If it’s done well, it reflects the brand’s identity and stirs emotions.
Recipients can tell which brand it is just by hearing the sound – without seeing images or videos. With your jingle, you will stand out from the competition, especially online. Not everyone has a unique sound yet. So, secure your auditory unique selling proposition now and stand out from the competition.
If you want to turn your identity into a sound, tell us what makes you special, share your values and tell us your story. We look forward to creating your unique sound that gives you superpower!