Advertising Advice
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Do Your Radio Ads Work?Most small businesses don't have a high powered advertising agency to produce selling radio commercials for them and end up with something akin to a high school play, or with the business owner reading tired copy. The radio salesperson knows that by suggesting that the owner be the star, visions of Dave from Wendys or that guy with the talking dog who says "roll that beautiful bean footage" come to mind. Worse, most businesses don't have a plan to coordinate all advertising to the same message. The newspaper ad says one thing, yellow pages another and the radio commercial is off in its own world. The radio ad person should know all about your campaign and image before leaving with the order. You should be promised a "proof" of your radio ad before it goes on the air. There should be at least two commercials, better four, selling the benefits. Remember Tom Bodett and Motel 6? A great campaign. It was just Tom delivering solid copy about the benefits of staying at the motel (and a little twinkle music in the background). It won awards, put them on the map and raised occupancy rates and profits. The company was gobbled up by the Accor chain (one of the biggest in the world) who have the smarts to continue the same campaign. What does he say at the end of every commercial? Radio done right works! Maybe you can't get the local station to come up with Tom Bodett quality but there is nothing wrong with solid copy pitching benefits, benefits, benefits. Answer the question WIIFM (Whats In It For Me). You don't have to be cute, use lame humor, two voices or loud music to do that. BIG Mike's Tips for Better Radio Ads
Pick a plan and stick with it. Tell 'em to trade the cutsey stuff for real substance. Coordinate your radio with your other advertising and you can benefit from the power of electronic word of mouth, radio. For more about advertising get my article "Cable Ads 5 Bucks" Send a blank eMail to CableAds@BigIdeasGroup.com ©2005 BIG Mike McDaniel All Rights Reserved Subscribe to "BIG Mike's BIG Ideas" NewsletterMailTo:subscribe-956603364@ezinedirector.net
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