Succeed with Music in Your Marketing Materials

Music in Radio Ads

“I’m loving it.” “Like a good neighbor, State Farm is there.” “Like a rock… ooooh, like a rock.” What do these slogans have in common? Odds are, you don’t just remember the words and the products they’re associated with – you remember the music that accompanied those words.   

Music can grab someone’s attention, engage their emotions, and pull them into a narrative. Sometimes in as little as a few seconds! It’s no wonder that companies leveraged the power of music to make their ads more effective, more compelling, and more memorable. 

How can you succeed when incorporating music within your marketing materials? The following information will discuss some helpful suggestions that can take your ads to the next level. 

Using Music in Radio Ads 

Music is a powerful tool to use in all forms of marketing, but especially so in audio channels like radio. Your radio spots need to contain musical ambience and melodies that pique listener interest, get them immediately involved in the message you’re trying to convey, and add emotional depth to your ads. The same principle holds true for podcast advertising and other forms of OTT media. 

There are several considerations you must navigate when selecting music for your radio ads. For instance, using certain songs without permission can leave you open to a lawsuit from the copyright owner. Rights and royalties play a big role in terms of which music you can legally use within your ad creative. 

Here are three common routes that companies take when selecting music for their ads: 

  1. They obtain licensing permission for commercial music in ads. For radio, this would typically include a Master Use license from the song’s label and a Transcription license from the publisher. 
  2. They commission their own background music or jingles. Hiring someone to compose a jingle could cost anywhere from $500 to $1,500, not to mention royalties to the composer thereafter. Still, this is a small cost compared to licensing an extremely popular commercial song. In addition, an original jingle can give your commercials a unique feel and make them more memorable. 
  3. They use royalty-free music that doesn’t require licensing. You can find public domain songs to use that don’t require the payment of any royalties or licensing fees. “Take Me Out to the Ball Game” is one example of a famous royalty-free song. 

Regardless of how you select your music, it’s important to choose a theme that’s both appropriate and memorable. In today’s fast-paced world, when consumers can tune in to traditional radio, podcasts, or streaming services with the click of a button, you want your ad’s music to stand out from the competition. 

Types of Music to Consider 

It’s fascinating to ponder how music can grab a person’s attention, instantly create an emotional mood or connection, and even change their perception of a brand or product. Since music has such a strong emotional impact on its listeners, it’s important to know how and when to wield this tool in your marketing “toolbox.” This is true of jingles, background music, and framing music. 

  • Jingles. successful radio jingle that’s impossible to forget contains several key elements. For instance, most well-known jingles are simple, catchy, and memorable. You also need to link your jingle to your ad’s CTA to motivate your listeners to take the desired action. 
  • Background music. Background music can make a subtle but important difference to your ad’s overall effectiveness. It can transform your commercial from a dry description of a service into an emotionally compelling narrative. 
  • Framing music. This is music used as a “hook” at the beginning or end of an ad. Framing music can quickly shift your audience into the desired mindset for your ad and help them to be more receptive to your messaging. It can also provide emotionally satisfying (if unstated) “closure” to your commercial (e.g., an ad opens with sad music and ends with a happier melody, with the implication that your product or service can have the same effect on the customer). 

Finding Success with Your Soundtrack 

Finding exceptional music for your ads is a crucial step towards ensuring their effectiveness and memorability. Granted, a soundtrack for a 30-second ad is much different than a soundtrack for a feature film. Nevertheless, it pays to invest some time and resources into crafting the perfect music for your commercial. Here are some useful tactics to keep in mind when developing your radio ads: 

  • Use short, simple messaging. Using simple words and phrases can make your jingle more memorable. In addition, your composer will find it easier to craft a melody around them. 
  • Make sure audio flows naturally into other elements. You want your music to support your message, not distract listeners away from it. Make sure that any musical transitions seamlessly flow into each other, and fade in and out appropriately. 
  • Be entertaining. Don’t be afraid to add some (appropriate) humor into your messaging, and back it up by means of your music. 
  • Know your audience. You may only have a few seconds to grab the attention of your listeners. Make them count! Understand your audience’s tastes and sensibilities and cater to those by means of your music selection. (For instance, does your target listener prefer classical music or hard rock?) 

It’s been well said that “words make you think thoughts, music makes you feel feelings, and songs make you feel thoughts.” When you incorporate well-chosen, entertaining, and emotionally compelling music into your marketing materials, you’ll be able to engage with your customers on a much deeper level – and your business will enjoy increased growth as a result. 

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