If you don’t think people respond positively to advertising, you aren’t paying attention to the voice in your head because it’s probably humming a jingle from one of your favorite local brands.
Local marketing, jingles especially, deserve some respect: They’re part of the fabric of communities.
(Qualifying this bold statement, understand it only applies to legacy local brands with significant brand equity within a community. For Boston, think Water Country, Giant Glass, Cumberland Farms, Town Fair Tire, 99 Restaurants, Jordan’s Furniture, Bernie & Phyl’s, etc.)
While the world around us is innovating and changing faster than ever, local brand advertising has remained largely unscathed by the changing social-mobile landscape. Sure, there’s Twitter and Instagram and mobile websites, but those are simply new delivery mechanisms to deliver the same age-old local brand messages.
These brands aren’t being lazy, though. In fact, they’re simply holding up their end of the bargain: They’re giving us inside jokes, common interests and, best of all, jingles to sing along with each other; New England, you’re going to love this:
Every region has videos, blogs, Twitter feeds and websites dedicated to these loyalty factors that unite local communities. And look at what rings so familiar about these silly viral anthems: jingles, slogans, ADVERTISING MESSAGES.
The above video is a tribute to local advertisers in New England by two random guys from New England. Think about that for a second. That’s some serious brand equity at work. And even better, nearly 200 thousand viewers have shared in the enjoyment of the video they created.
There’s so much made about how people are ignoring advertising messages, but that couldn’t be further from the truth. These brand messages aren’t simply sneaking through, they’re ingrained in us all. (I can’t remember where I put my keys but I can remember the jingle for Water Country.)
We all associate with the unique characteristics of wherever it is we call home. It’s in our human nature to rally around common interests. That’s how communities are developed. Local advertising is a part of this, whether you like it or not. But I have a hunch you like it more than you think.