A Loyal Reader Writes:
“How do I explain to a stubborn client that ‘radio coupons’ don’t work? He loves the commercials that we have created for him, but insists that we insert ‘tell us you heard this on RADIO X and receive a free air filter, valued at up to $5.’
“His reason for wanting to include this ‘coupon’ is that he believes it will tell him how many people listen to the station. I know this is bad on so many levels, not the least of which is that his offer is tepid at best.
“I should add that he has made it clear that all future decisions to advertise on our station will be based on the results of this test.”
I’m going to address the second part of your question, because the first part — what do you say when an advertiser wants to use a “radio coupon” — already is covered quite well here.
You say, “He has made it clear that all future decisions to advertise on our station will be based on the results of this test.”
My advice is that you refuse to run his advertising under those circumstances.
From what you say, he is insisting that your station pass a “test” that you are doomed to fail, because of the way he has constructed it.
Tell him, “Save your money. What you are asking us to do is bad advertising, it’s bad business, it’ll make you sound foolish, and it won’t work.”
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Instead of free air filter let’s offer a free year of unlimited maintenance. That will get his attention. Then remind the buyer he’s no testing radio he’s testing his offer
@John: That’s a good point. The reason we all hate to do these stupid “radio coupon” offers is because the offers are always lame and result in very little, if any, response from the listeners.
However, I think these “radio coupons” could work quite well (and hence, the radio station would pass the “test”) if the client was willing to make a powerful offer. Let’s say ABC Home Improvement is targeting listeners who are in the market for kitchen or bathroom remodeling, and they put in their ad, “Mention Radio Station X to save $1000.00 off your remodeling project!” You bet they’ll have customers mentioning Radio Station X (But alas, I have yet to see a client who was so bold as to make such a powerful offer in a “radio coupon” type of ad).
@Dan: By the way, I just purchased “HOW TO EDUCATE YOUR CLIENTS.” You had me at “How to avoid needless rewrites and rerecordings.” 🙂
Thanks, Neal!
We just went through this a few months ago with a client. He wanted to smatter the air with about 16 different special offers. Literally, a STACK of papers on each table in the restaurant. You couldn’t read them all before your food was ready.
We told him no. Got him on a branding campaign, with ads crafted about the restaurant, and one ‘word flag’ using the chef’s name.
Not only were they over the moon happy with the ads, but they noticed results within just a few weeks. Not only from the word flag, but in sales!
And yes – he started as one who wanted to do exactly this. ‘Say you heard this ad on XXXX and get X% off.’ And then ‘test’ the results. Sometimes the best thing you can do is just say no to their business. Not only will it catch them off-guard that you’re not willing to take their money and waste it, but it might make them re-think why you’re not willing to waste their money – but your competition IS!
I disagree with making a statement to a client that they will sound foolish, regardless of whether I agree with the premise. We generally try to bring alternative creative to the client and encourage the client to be in the commercial for 3 seconds if they have no presence, or a little longer if they do, saying their name and inviting customers to come see them. What happens is their friends tell them they heard them on the air…music to any advertiser’s ears.