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Here are some concepts to keep in mind
as you plan your radio advertising:
Feature
one item, or a limited number, per
commercial to insure listener remembrance. You can't
sell ten items in thirty seconds.
If you
must use price, use one or a few only.
This way you won't confuse the listener.
Is a
phone number necessary? If it can't get an
order or sell a customer, and if you can't make it the
centerpiece of the ad, don't use it.
Spend a
reasonable amount of money. Don't expect good
results unless you invest appropriately.
Use
saturation for hard-hitting impact. You can't
get the job done with one spot. Repetition - frequency -
is one of radio's biggest persuaders.
Distinction is an effective tool for
attracting people. That sound effect, theme music or
"sound signature" will help your ads make an impression.
Don't
select radio programs or formats for your own personal
likes or dislikes, but rather for the
audience you want to reach.
The
best use of radio advertising is day in, day
out, seven days a week, 52 weeks a year. The results
from radio advertising build over time, and they are
lasting results.
Don't
try to reach too many people all at once. It
is better to reach 10% of your prospects 100% of the way
than to reach 100% of your prospects only 10% of the
way.
Have
confidence in your marketing consultant. You
are an expert in your field; your marketing consultant
is an expert in his or hers. To find out how we can
help, contact Mindy at 928-402-9222 or
by email. |
