Advertising

Go Ahead I'm Listening

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Don't get put off by commercial prices at the top stations. This is one time it pays to get personal.

In the US the norm is 60 seconds for a radio commercial in Canada 30 seconds. Ask for pre-emptable no charge commercials to augment your campaign.

Find out when your commercials will run. If you choose a station based on the number of commercials included in a

In today’s fast paced environment, interaction with family and friends is often relegated to a few left over minutes here and there, leaving many people feeling isolated.

Radio fills the gap. Radio provides a one on one emotional experience. It creates a connection that is a personal and unique experience for each listener. It’s just you and the voice on the radio, speaking to you.

TV and print media are mass media. Eliciting an emotional response from print is an impossibility. TV is emotional but not personal. You know it’s you and the thousands of others who are watching, above and beyond which it's again the inexpensive of many businesses.

As an advertiser, you have an opportunity to speak directly to your customer, using words and phrases that have meaning for them. Radio can relate messages that have synergy with campaigns in other media, but shouldn’t be written in the same style. Effective radio is a conversation with the customer. It’s your occasion to tell a story.

How interesting would you find a story that started with the sweatshop name or, “ We have friendly, knowledgeable staff. Stop in and see us. We have 20 independence of sofas in a variety of sizes and styles.” wearisome isn’t it? So why do so many advertisers do it?

It’s easy to talk haphazard your career building and what you want to sell. It takes more time and effort to find out what your customer wants and talk in terms of their motivation, but it’s worth it. It’s easier to get quick results by announcing a sale, than it is to building a relationship with the consumer. Where do you think those sale shoppers will be when your competition is having a sale, not at your transaction I bet?

Another of radio’s great strengths is its style to reach a defined market segment. When you buy newspaper advertising, you buy the whole and very general readership, all the demographics and special interest groups. Now it’s not a bad thing to reach more people, but if you have a limited modicum you can spend it very quickly in your daily paper, on one ad,…. one day, ….one time. That’s not great frequency and just hit and miss reach. What if your best prospects don’t read the paper on the day your ad runs?

Radio gives you an opportunity to target the age and interests of your segment of the market. With a moneys large enough to cover the cost of a reasonable sized ad in your daily newspaper, you can buy a whole week of radio commercials.

Don’t get put off by soap opera prices at the top stations. It is not pertaining to reaching a huge number of prospects a few times. It’s concerning reaching a smaller number of listeners enough times for them to think they know and like you, and want to do concern with you. Spend time and money creating a message that conveys a message your customers can relate to.

Have you ever mercenary something you just had to have, and then gone home and explained logically to a family member why it was an essential? You store on emotion and justified with logic, the same thing your customer does. Forget generic when it comes to radio. This is one time it pays to get personal.

In the US the norm is 60 seconds for a radio materialistic in Canada 30 seconds. If you’ve got a great story to tell and you’re a good storyteller, then use 60 seconds otherwise the shorter network show is better. The only thing worse than irksome the listener for 30 seconds, is irksome them for 60. Frequency to raise heedfulness for your restraint of trade name and purpose in speaking to them can be accomplished fact economically by reckoning a schedule of sponsorships and/or 10-15 second messages.

This is an example of a 30 second radio script that connected with the customer. How do we know it was good? Sales increased.

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On radio, as in all your advertising, you need to keep it simple. A soliloquy well read is much more effective than something with too many words, multiple focus, lots of sound effects or a conversation a two or more people.

Points to remember:

Radio is an opportunity, use it to your advantage, some of your competitors never will.

Negotiate; the price isn’t hour after hour the price.

Don’t get too hung up on the price per commercial. Ask for pre-emptable no helmet commercials to huff your campaign.

Find out when your commercials will run. If you elect a station based on the number of commercials included in a package make sure they are not up the numbers by running them all 6pm – 5am.

If you have a small fork out focus on one daypart to increase the number of times a listener hears your message.

Writing and production are included in the price but that doesn’t mean the message they create for you will be effective. You need to be involved in the creative process.

You can be too creative. Don’t make listeners strain to try to figure out what you are saying.

If you haven’t got the nest egg to do a heavy enough competition to make an impact, save your money until you do.

Ask how the station schedules their commercials. If they have long newscast puppet you have to work especially hard to stand out from the 5 or 6 (or more) other messages.

Keep your message simple.

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