A Loyal Reader Writes:
“What do you think about using spots to try to find new business? Not in these particular words, but a la ‘Here’s why you should advertise on WXYZ radio.’ “
There’s nothing wrong with the concept of a radio station’s advertising on its own airwaves to attract new business.
Unfortunately, almost all stations that do so make the same mistake that most of their advertisers do: They talk about themselves, rather than talking to the targeted listener about that listener’s biggest problems.
Typical Example
If you’re a (Local) business owner, you want to get your
message out to as many (Local) residents as possible. That’s
why advertising with Radio X is such a wise choice. Did you
know that X% of (Local) residents listen to Radio X each
week? And Y% of the highly desirable 25-35 year old female
demographic say they tune in to Radio X more often than any
other (Local) radio station. When you advertise with Radio X,
one of our expert specialists will work closely with you to
craft an ad campaign specifically for your business and your
needs….
A typical radio commercial, right? The advertiser talking about how great the advertiser is…and asking for your business.
Here’s a generic example. I wrote it in 5 minutes for a fictitious client, making up the facts and the problem as I went along.
I own a printing shop in downtown (Local). Been a printer all
my life. But the business has changed a lot over the past 20
years. Probably within the past week YOU’VE printed
something at work or even at home that years ago you
would’ve taken a printer, right? Invitations, letterheads,
maybe even your own business cards. But there’s still a lot of
printing that you really need to have done by a professional. I
sat down with Marcie, one of Radio X’s account executives,
along with the station’s Creative Director. They really put my
business under a microscope, and together we realized that no
matter how much you can do on your own computer, you
really need us for your company’s full color, glossy
brochures. Our Radio X advertising campaign began 3
months ago, and they were right: We’ve increased our overall
sales by 14%. I’m Al Smith from Smithee The Printer, and
that’s my story.
ANNOUNCER: Radio X loves to help (Local)
businesses solve problems. (Call To Action goes here.)
Notes:
1. I don’t identify the client who gives the testimonial until the very end, because:
A) I want some listeners to wonder, “Is this real? Or is this some radio announcer pretending to be a local business owner?” Saving his name (and the name of his business) until the end wipes away that doubt.
I love it when my audience enters into the conversation as skeptics…if I know they’ll conclude I’m “for real” before I’m done.
B) I don’t want it to sound like a commercial: “Hi, I’m Al Smith from Smithee The Printer, here to tell you why advertising on Radio X is the smartest thing I’ve ever done….”
2. I don’t have the guy giving the testimonial also give the commercial’s Call To Action, because that would transform him into a pitchman.
So to return to the original question: I can’t recommend a campaign that attempts to convince people “Why you should advertise on WXYZ radio.”
But a well-written, well-produced campaign (not necessarily testimonials) that shows local businesses how other local businesses have solved specific problems by advertising on your station? That could be a winner.
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Want advertisers? Get out in the community and DO SOMETHING positive. Build some LOCAL good will. Example: How many animals are euthanized each month at your local Animal facility? Answer: THOUSANDS. Question: Now how hard would it be to think out of the box a little and build a promotion around the Animal Shelter that encourages adoptions, spaying, neutering, shots, etc. This is a true local event. This is just one example of how you can build good will within a community. Standing by the station promo tent at a car dealership handing out Subway coupons does absolutely nothing for the community, nor does playing “another 10 in a row”. The lack of creativity and real time action in today’s radio is obvious across the board and clueless stations and their ‘mangement’ have the 4 share to prove it.
To piggyback on Scab…It may seem old fashioned, but having your sales people and on-air talent join local non-profit boards, service clubs, etc and really get involved is a good way to help the station and help sales. It’s not the only step, and it can take a while to see the benefits, but I believe it’s a vital piece of the puzzle. The involvement must be real, not just MC’ing an event. Why? Because it’s the time you put in shoulder to shoulder that opens your eyes to the conmunity needs the atation can champion, to new members of the community with new ideas, to conversations that might spark a hreat on-air topics (which helps your listeners KNOW you’ve invested in the same town they have) or lead for sales… If all you do is show up, talk for a bit and leave, people will be impressed, but if you become a fixture, it opens doors you might not know existed.
As far as pimping your wares, it’s vital…and i think it’s important to create a campaign and refresh it regularly…after all, isn’t the point to get the possible clients to say, ‘Man, they’ve helped a LOT of businesses…maybe I should call.’
Nice piece radio advertising is basically about one business helping another business do better:)