If you’ve been connected via social media, TV ads, or even just been in the right place at the right time, you’re probably familiar with the brilliant marketing going on right now for the new film “Anchorman 2″.
The reason why it’s such a great campaign is because they are using the familiar recognition of Ferrel’s character, Ron Burgundy, in promoting the film. Check out this article to see some of the creative things they’re doing.
People know what he looks like right away – and even just his presence puts a smile on many faces. It is this recognition that we can learn from when it comes to getting the perfect custom music.
So how can you use this when you’re looking for custom music to perfectly fit your brand? In many ways, actually!
1. The instruments used can instantly put your audience in the right frame of mind. Think about the music used in Christmas season shopping commercials on TV and the radio. With the great ads, the first thing you hear are sleigh bells. This sets the mood instantly, giving your audience more information on what your advertisement is all about.
2. The style of music used can instantly make someone like or dislike your brand. If someone saw Anchorman and hated the film, chances are that they are disgusted when they see Ron Burgundy all over the place. However, if your target audience loved the film, seeing him can instantly give you a good feeling about the brand. The same is true for music – using loud heavy metal music can turn off – or on - your audience almost instantaneously.
3. The “fit” of the music. If you’ve got a voiceover that you need music behind, it is extremely important to have music that fits the voice. If you’ve got a low voice and a bunch of low instruments, it can muddle up the words. Matching these elements is extremely important, and something that custom music can do wonderfully.
With these points in mind, it’s easy to see the importance of custom music in your advertising campaign.