A loyal reader writes:
I’m a production director and one of my Account Executives has a client that is INSISTING on a radio coupon (by the way, it’s an additional 5% off — BIG DEAL).
I’ve told the client NO on several separate occasions. Finally I was overruled by my station owner. He told the AE to include the radio coupon in the ad and write the client a letter stating that this won’t work. I still think we should stand firm, but he’s the owner.
My purpose for writing is I would like your permission to include an excerpt from HOW TO EDUCATE YOUR CLIENTS about radio coupons in this “letter to the client”. (I added a 4th reason at the end – see below). The entire excerpt is below.
RADIO COUPONS
by Dan O’Day“Mention Radio X and you’ll also receive….”
“Tell us you heard this radio commercial, and….”
“Ask about our ‘radio special,’ and….”In “the business,” it’s known as a radio coupon.
Why Your Advertisers Want To Do This
Your advertisers have an excellent reason for wanting to include such a line in their commercials:
They want accountability and they want some concrete way to measure the effectiveness of their radio campaigns.
Why You Never Should Allow It
It seems logical to them, but there are four good reasons why you shouldn’t allow them on your station:
1. They don’t work.
2. They make your client sound cheesy.
3. They make your station sound cheesy.
4. THEY DON’T WORK.
Sure…Go ahead! (My book goes also explains the reasons behind those reasons.)
Time for another look at award winning radio commercials — spotlighting the good and the bad from the 2007 Radio Mercury Awards
