Marketing Analysis of The BC Clark Jingle
Everyone in Oklahoma, and now the whole world thanks to Megan Mullally on The Tonight Show with Jay Leno, knows the simple but massively effective jingle for BC Clark Jewelers. Airing of this commercial song is considered the official start of holiday shopping in the Sooner State, and it’s been that way since 1956.
So, what marketing lessons can we learn in 2019 from this advertising classic? A lot. Here’s my take, line for line from the song. Important links to the song, the sheet music (that’s right) and more below.
First Verse:
Jewelry is the gift to give — Starting strong with stating the purpose of the ad/jingle for BC Clark and why the listener should keep listening. Jewelry is a common gift, and the jingle only plays right before the gift-giving season.
’cause it’s the gift that’ll live and live — Jewelry is not an impulse buy gift, but instead a lasting value purchase (because it’s expensive). If You (the listener) need a statement gift, then you should be giving jewelry from BC Clark. This line also conveys value in the potential purchase via longevity of the products and the lasting impression a gift like this will leave.
So give the gift you know can’t fail — THIS IS THE MOST IMPORTANT LINE IN THE JINGLE! The marketing “pain” to solve in holiday advertising is most often associated with the fear of buying the wrong thing. Who wouldn’t want to buy a gift that cannot fail?
From B.C. Clark’s anniversary sale — A statement of fact, with the company name front and center to be remembered and associated with the gift-giving ideas in the first three lines.
Second Verse:
Most sales are after Christmas
But Clark’s is just before — Too many business decisions are made on what’s best for them and not the audience. Sales, promos, etc. are often scheduled during slow periods, when cashflow is needed or peak shopping seasons to capture increased traffic. BUT, a business that offers promotions and opportunities when the audience needs it most has the opportunity to create affinity, loyalty and a deeper transactional relationship. That most often leads to repeat business, referrals and positive reviews. Don’t base your business model only on your internal needs, but consider the audience’s needs as well.
‘Most everything is marked way down
Savings you can’t ignore — It’s a sale after all, so what’s on sale? How big of a sale is it? Is it worth visiting the store to shop or is this a bait-and-switch? You now know the prices are “way down” on not just s few select items but almost everything in the store. Bonus for using “Savings” a positive, strong term that people like to hear. The term Savings conveys more money in your pocket, not just spending less.
Third Verse:
At Oklahoma’s oldest jewelers
Since 1892 — A huge part of buying jewelry is based on trust. You need to trust the store and salesperson to help you make this high-value purchase and to secure that gift that can’t fail. How does a business convey that they can be trusted? Years of successful business, with a good reputation, is an easy way to present a brand as trustworthy. Being the oldest = doing it the longest, with more people trusting the business. “Since 1892” quantifies this idea in undeniable terms.
So give the gift you know can’t fail — So important, it needed to be repeated.
From B.C. Clark’s anniversary sale — Leaving you with the company name, event title and the most important word for you to remember: Sale.
After that, the song ends on a few happy notes. Mission complete. It’s catchy, so these ideas above are stuck in your head. The tune is upbeat, timeless and easy (very easy) to sing along to. There isn’t a dated 1960’s psychedelic version or a 1980 hair metal version — just the classic original that stays with you after hearing it just once. That’s branding at it’s finest.
Any advertising tactic that has been effective for over 60+ years is a good one.
The fact this jungle has its own fan club, Wiki, ringtone, website (BCclarkjingle.com) and place in pop culture is a testament to its genius. The power of audio in advertising is well known, but some do it better than others. This jingle hits all the right notes (pun intended).
The BC Clark folks use the jingle in smart ways too. There is the original animated commercial, using the jingle over new footage of their stores and jewelry and (my fav.) karaoke videos of random people singing the jingle. What better way to send your message then reminding people everyone loves the song? Plus, you start looking for people you know or “local celebrities” doing a bar or two. Reuse of brand-specific content is the key to capturing new audiences effectively and efficiently.
I wonder what marketing ideas we’ll be talking about in 60 years from today. One thing I would bet on, the BC Clark Jingle will still be in that conversation.
LINKS:
Jingle Website with sheet music: https://bcclarkjingle.com/sheet-music/
YouTube Video: https://youtu.be/mo1RLKcqxew
