It’s no secret that music has a powerful effect on our emotions. We’ve all had those moments when a song comes on the radio and suddenly we’re transported back in time, flooded with memories of a special moment or a particular person. But did you know that familiarity with the lyrics of a song can also influence our behavior? This concept is known as the “mere exposure effect,” and it can have a big impact on marketing efforts – even in unexpected places like football.
In a recent study, researchers tested the power of familiar lyrics on football fans attending a game. They played a popular song with well-known lyrics during each halftime show, and observed that fans were more likely to stay in their seats and watch the show when the song was familiar to them. In fact, when the song was unfamiliar, fans were more likely to leave their seats and head for the concessions stands or the restroom.
So what does this mean for marketers? Well, it suggests that familiar lyrics could be a powerful tool for creating a memorable brand message. Just like a catchy tune can get stuck in our heads, a memorable tagline or jingle can stick in our minds long after we’ve heard it – and that’s exactly what marketers are hoping for.
Of course, not just any old tune will do. In order to make a real impact, the lyrics need to be closely tied to the product or service being advertised. Take the insurance company Geico, for example. Their slogan “15 minutes could save you 15% or more on car insurance” has become almost as recognizable as a popular song – and it’s no coincidence that they use it in almost all of their ads. By repeatedly exposing consumers to the same catchy message, they’re creating a sense of familiarity that can lead to increased sales.
So what can marketers learn from this study? First and foremost, it’s important to recognize the power of familiarity in shaping consumer behavior. Whether it’s a familiar song or a memorable tagline, repetition can be a valuable tool for creating a lasting impression. But it’s also important to choose your messaging carefully, and make sure it’s closely tied to your brand and product. By doing so, you’ll tap into the power of familiarity in a way that feels authentic and effective – just like scoring a teexo touchdown.
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