It’s been known forever: music connects with people. Thus, why marketers often use familiar songs in advertising. It’s very effective when done correctly.
While driving and pondering topics for this entry, I heard a radio commercial that will stick with me for a while. But not for it’s intended purpose. It was so awful, I still can’t tell you the advertiser’s name. I can only tell you that they were advertising help for victims of auto accidents. So, then, why is a musical loop (a very poorly produced one, but I digress) of Faith Hill’s “The Way You Love Me” playing in the background throughout the commercial? You know the song; it’s an upbeat, happy song that got a ton of play on both pop and country stations more than a decade ago. How could you possibly connect the dots between that song and an upsetting life occurrence, even if it is a minor fender-bender?
I’m assuming the law firm will not get much response to the ad. In many occasions, the advertising client blames the delivery method (radio, TV, newspaper, etc.) for the lack of response. In this case, it’s not true. It’s a poorly produced message. I didn’t mention that the voiceover apparently was recorded by someone talking into a soup can (you know, like in the Progresso Soup commercials).
Good messaging works. Doesn’t matter if it’s print, outdoor, online, or broadcast. If it’s delivered to the right people in a proper manner, the message will work.
Pay attention next time you hear a known song in a commercial. If done correctly, the song choice will likely tell you exactly who is meant to receive, and react to, the message.