1. Don’t Underestimate The Power of Radio
The voice is a wonderful thing.
Used properly, it can move you to tears, unleash a fury of anger, sooth both physical and mental pain, irritate you like chalk on a blackboard, hypnotize you into the most embarrassing behavior, fire you up & motivate you to accomplish the most daunting tasks, fire up a nation to battle, seduce the most cold-hearted soul and yes, it can certainly convince you to happily part with your money.
In fact, the people who make radio production their livelihood, are paid quite handsomely to get you to do things that are not on your priority list.
Ever listen to a movie trailer? Listen to the announcer. His job is to get you to see that movie. Whether you realize it or not, the impact of that voice lasts longer than you may be aware of.
You may remember the visuals, but it is the EMOTIONAL AUDIO IMPRINT that leaves you with a “I’ve got to see this when it comes out!” memory.
It is the same subliminal effect that radio can create.
2. Get The Best Creative Production Possible
Why do you want the best creative possible? Well, there are several reasons.
1) it makes your advertising more effective
2) the cost of your campaign can actually be lower if more people respond to a better commercial, as fewer spots are necessary to make the same impact
3) better creative is more memorable.
4) strong creativity entertains and sells at the same time
5) powerful creative radio spots get people talking about the spot & consequently the product
“OK,” you’re saying, “but this sounds like it’s going to cost a fortune!”
Nothing could be further from the truth. What will cost you a fortune, is a radio advertising campaign that falls flat because the production was not up to scratch!
Remember, advertising is an investment if you eventually get back more than you paid. It’s a fortune if you don’t get back anything!
In order to make sure that there’s a payback, I highly recommend you look at all the variables and creative production is high on the list!
3. Develop A Strategy & Stick With It
There are many ways to use radio. Short campaigns, long campaigns, image building, promotions, product launches etc.
The first thing to be aware of is that new advertisers have to develop name recognition with a station’s audience. This isn’t as important for long time advertisers who have used other media, but it is crucial for first-timers.
Well known advertisers are seen as reliable and trustworthy. The longer you advertise, the more favor you win with listeners. It is like money in the bank.
I advise all new advertisers to start with an introduction campaign to highlight who they are, what their product is and the benefits of shopping at their store.
This doesn’t mean that you can’t break the rules and have a grand opening with a fantastic door crasher special. Certainly that will work. But ideally, the best results for that type of scenario come when a “teaser campaign” precedes the grand opening.
Let me state that much of the advice offered here is what I believe to be the “safe route” to effective radio advertising. Even under less optimal conditions, radio can be quite effective!
What you want to do, however, is not succeed by throwing tons of money into your advertising, but rather cover all the essentials so that you have an effective and cost efficient campaign.
Good planning can go a long way.
Source: Blog Universal