Recently I was asked to do a campaign for a UK radio station “dissing” their local newspaper. Being a radio advertising copy prostitute I went along with in. Kind of. But tried to take the sting off it with some humour.
Newspapers are not the enemy of radio advertising sales people. Yes, the client will spend most of their budget in newspapers, and you have to work to either take a lions share to advertise on your station, or show the clients ways to save money on their other advertising that they can plough into their radio advertising.
What they will notice at first is that when they advertise on radio AND press, their advertising seems to work 5 times harder! Their press ads start to jump out off the page. The customers though remain confused because radio works in the VISUAL part of the mind.
Mike Bersin tells a story of a garden centre that put it’s rise in sales down to the newspaper… but most customers at the checkout could sing their catchy jingle. They were influence by advertising that worked in the VISUAL part of their brain.
It wasn’t just the radio working though. For sure. I noticed the effect once when driving through Hull. Shops that I had heard about on the radio seemed to jump out from the shops around them. Opening a newspaper, the ads jump out of the page when the client is a regular radio user.