Give it a jingle 

Saw a Bernie and Phyls TV spot last evening for the umpteenth time.  But it always makes me smile.  It always makes a point, too. 

Bernie and Phyl is a husband-wife team that runs a very successful retail furniture operation in New England. They use a jingle that features their positioning line Quality, Service and Price…That’s Good in all of their product spots on radio and TV. 

Recently, they have been sponsoring spots where the man-woman-and-kids on the street are the stars singing (or trying to sing) the Bernie and Phyl jingle.  Few, if any, of the on-the-street stars are going to qualify for American Idol.  But they have fun trying, and that fun comes across bringing smiles, even haws-haws, to viewers like me. 

It is a small stroke of genius on the part of Bernie and Phyl.  A small stroke because the technique is not new, of course. But what better way to convey just plain folks service, and deliver your major selling points at the same time. 

MARKETING POINT:  If you are thinking of running some TV or radio spots for your agency, make sure your ads feature an opening and closing jingle or at least a distinctive music base.  It’s a branding advantage that is well-worth the investment.