Radio Advertising and Social Media

I’ve noticed an increasing trend with briefs for radio advertising and commercials getting to air. Clients are trying to get plugged in to social media and want people to “follow” or “like” them on Facebook… or to follow them on Twitter and employ various hashtags to do so.

I have no objections to this, but I do have some questions and words of caution for those advertisers.

1. What is the OBJECTIVE of your advertising? What do you want people to DO?

If the objective is to get more people to follow you on Facebook, OK, that’s fair enough. But if your objective is to get people to do business with you, to buy your product or service, why are you sending them to social media? Sending them from an advert… to another advert. Why aren’t you inviting them to your premises… or the e-commerce website where they can buy the product or service from you?

2. Why should I “like” you?

Social Media Landing Page DesignerOne of the things I’m constantly reminded of in all the Radio Advertising training I’ve done over the years is that people really don’t care about your company, even your product or service, what they care about is their need at the time, and how your product or service answers that need. Advertisers are too close to their product and believe the mission statements their company drills into their heads about the core values and the mission statements. It might give THEM a warm fuzzy feeling. But Joe Public really isn’t that bothered. Of the 500 people that may “like” your page, of the few hundred thousand that the radio station reaches… how many will buy from you? Have you given them a good reason. I wont “like” you… I’m not that emotionally invested. But I might BUY something from you.

3. Are you willing to open up the conversation?

Twitter and Facebook are double edged swords. If your business is not doing great customer service the conversation will reflect that. Travelocity is where I go before booking a holiday or visiting a restaurant, and I take note of the reviews and weigh my options. So be careful how you use social media. The boss from a scuba diving company I work for is brilliant at handling the very rare negative reviews he gets on Travelocity. He acknowledges the complaint and he describes what steps he’s taking to rectify and legitimate concerns. If you’re willing to take the good as well as the bad, to be actively engaged on social media, then great… go right ahead.

4. Are you adding value to people’s lives

I did some work for a butchery in the UK and they have a Facebook page. It’s great! Packed full of useful ideas for recipes and with their latest offers. They add value and if I was close to their outlets I would probably “follow” them. But for their radio advertising we did not mention Facebook… the objective was to bring people in to the shops because of the very good deal they were doing on a pack of meat for the BBQ. Again it came down to the desired result of their advertising. It was not to add a thousand Facebook followers… it was to move meat off the shelves.

5. How are you using Radio and Social Media together?

Does this contradict what I’ve said before? I don’t think so. If you have special offers on the radio, make sure they’re on your Facebook page as well, and the landing page of your website (I don’t want to click around to find a special offer, it should be there when I arrive… thank goodness people have generally stopped using flash landing pages!!). People will find you! You MUST make sure you’re EASY to find. People will be looking for you after you’ve advertised on the radio, but STILL your first objective is to get them to do business with you.

I listen to radio whilst using my tablet. I hear something I’m interested in I may Google it, so be prepared. Let the chatter bring in more people. But please, please, consider first what you want your radio advertising to achieve.

So you want to be a Voice Over?

rushtononradio

The way I was trained to present radio commercials to clients was to voice them down the phone…. Or in a meeting face to face. I normally tell them, “Look, I’ve not a voice over artist, we will use a professional, this is just to give you an idea of how it will sound. This particular client was down the phone. It was a Tommy Vance style read. I had the particular VO (Voice Over) in mind and he would do an amazing job. After presenting the client said “I want YOU to voice my ad.” I spluttered, excused myself, told him about the voice I wanted to do the ad… but still he insisted. I still have copies of the two ads I voiced and it reminds me of the nightmare.

Many people think it’s easy. You just speak into the microphone…. Surely!?

The reason I was so reluctant…

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If the answer is 30 seconds, what was the question?

rushtononradio

My job as a radio advertising copywriter, in a nutshell, is this. Write radio advertising copy that translates into audio, that sells the client’s product or service. My job is not to entertain the audience, although I always hope that some of the ads I write will entertain. I want the client to be remembered (for the right reasons) and I want the ads to motivate the listener to action. The programming staff also want me to make sure that the listener doesn’t turn off their radio, or switch stations, because my ad has irritated them
To do the job properly how long do I need?
It varies. Research such as the Ironing Board and Jigsaw studies showed that people remember longer and more creative ads better. But if you have shorter ads you can “replay” the longer ad in the mind of the listener. So sometimes I suggest a…

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Never Ever Lie In a Radio Commercial.

rushtononradio

I was taking a brief from a client. I asked my usual question… “why should people come to you?” He thought about it for a moment and then said “There’s 50% off everything.” I asked him “Really?”. He answered “No, but if I say there is, it’ll get people down here and then I can sell to them.”
Aside from the moral corruptness of his attitude, it’s also business suicide. He would cause so much ill feeling that people would stop coming to him, tell their friends not to go, and possibly involve authorities like Trading Standards.

I think it was David Ogilvy who said “Tell the truth, but make it fascinating”.

You don’t have to find a “U S P”… a Unique Selling Proposition… you have to find a CSP.. a compelling selling proposition. It doesn’t have to be unique, but it should be something your competitors are not…

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30 seconds

I should read that book by that Chinese General.
Apparently the way he avoided losing in battle was pretty much avoiding the battle.
I am worn down by the fight.

It starts like this. I’d write a great ad. Even if it was only great in my own mind. It answered the brief… and the listener (who frankly only tunes to the station to hear MY ads) would love it. The client loves it too. 40 seconds of crafted genius! But. At here’s the big butt (sic). The exec has already booked the airtime as 30 seconds.

Before the brief landed on my desk.
Before the ad was written and agreed.
Before my parents were born.
The ad was already booked as a 30 seconds.

Now what? Can’t you just get the voices to TALK faster? Eerrrr no!
Can you cut it down? Yes! But it wont be THAT potential award winning masterpiece!
It’s what the client can afford. Really? That Merc driving client I can’t talk to because he’s on holiday in Mauritius?

So I rewrite the idea.
I cut it back to 30 seconds.
It’s passable.
But it’s not what it COULD have been.
My life is a little less fulfilled.
My loyal listening fans are not as enriched by my genius (I guess).
The exec and the client are not sure (after 3 broadcasts) if the ad is working.

But I’m on to the next battle.
I’ve written a series of genius 20s! They’re funny, memorable and compelling.

Guess what.

The client has booked 30s

40secons

Dan O’Day – RADIO IS A PRECISE MEDIUM

Dan O’Day is a great, reasoned, sensible thinker on radio advertising. He developed the Certified Professional Commercial Copywriter course for the RAB in the USA (I was the first person to qualify outside of Texas!!)

Here are some of his wise words… Click here.

Dan O’Day

Put me on the Breakfast Show!

Most radio stations in the world it’s the Breakfast show that is the flag ship and attracts the most listeners. This is where advertisers, naturally, want to focus their effort. Understandably. But lets break it down a little further. Here’s my typical morning:-

5.45am Wake up
6am into the kitchen turn the radio on while I prepare my breakfast.
6.30am hit the shower and get dressed for work.
7am Catch some TV news
7.45am on the motorbike to work (no radio)
8:05 at my desk with a cup of fruit tea… catching up on mails etc.

Now imagine if the peak of breakfast show listening is at 07:55 and you place your spot there, every day…. 07:55… then every day you would miss me! I will never hear your spot. The same is true of other people’s listening habits across the whole day. Although you want to hit the maximum people the maximum number of times, you don’t do that by JUST hitting the peaks!

So make sure your activity is across the day, and different times during those hours.

Ask your Sales Person for an Optimum Effective Schedule! Have a look here.

Of course I have an issue with the number of times people have to hear an ad to respond… since 3.5, or 3.25 or 4 are just made up numbers! But there is a general feel that, with a good offer, you start to get a good response when the OTH hits about 4 or 5. (Which is why it’s NOT good advertising to be on for just a week!

You HELP by making sure your spot ads tell people what you want them to do, and gives them a really good reason to do it!!

A tranny. The radio, not the boy.

If you don’t have to say it… don’t say it!

I still listen to a lot of UK radio. It’s not much different to radio here.
And something that I notice about a lot of radio ads…a LOT… say things that you don’t have to say.

Let me explain.

“Come to our open day on Friday the 31st of October 2013”

Oh, I’m so glad you said 2013. I thought it might be October NEXT year. Or perhaps I’d missed it! Come on! You can drop the 2013.

“Come to our store and buy your next pair of shoes from Simon’s Shoes… or call 0787 386 017”

I’ve already written why phone numbers are a waste of time… because no one remembers them. They’re also a waste of time if people don’t buy your product or service over the phone!

www dot? Really?

“Simon’s Rib Restaurant… open every day from 12 ’til 3 and evenings 7 ’til 11.”
Cool, so you’ve told me your open when people want to eat. Don’t waste your time, tell me why my lunch break should be spent at Simon’s Rib Restaurant! Tell me, for example, I can download a free desert voucher… and put the opening hours on THAT if you must!

If you can reasonably expect the listener to fill in these details, then spend the time you’ve saved to entice the listener into doing BUSINESS with the advertiser.

When to Talk, and When to Walk Away.

The client is INSISTING on two phone numbers in their 20 second ad.
Because they are putting 2 phone number in, the ad will not work for them and they will never use our stations again.
The Sales exec is terrified of losing the sale.
Other Radio Stations apparently will take the money.

Those stations will get one sale and never see that client again. The problem is it wont be those stations that get the blame… it will be “radio”. It seems easier to say to the client… OK….. whatever you want. But sometimes we need to walk away. Especially from the client who will blackmail the sales person over money, threaten to use other stations, generally throw their toys out of the pram.

If I went to a doctor and asked him to give me different drugs to the one he prescribed, I am pretty sure he wouldn’t do it. Even if I told him that I would go elsewhere where they WOULD give me the drugs and that he’d lose me as a patient.

In radio sales there is a duty to take care of the client’s money because it is an investment. We’re like investment bankers! (OK that’s a pretty poor choice of comparison) The point is we have to show clients the right way to spend their money and when we KNOW they’re wasting it we need to walk away. I’m not saying we slam the door behind us… we want the client, we want their money… but not at ANY COST. We also want their money long term, not just for the one off sale. We want their business to grow as a result of their advertising and for them to spend MORE money with us as a station.

Sales People you need several things:-
• You need to be trusted as someone who gives good advice
• You need training, to read books and do courses in Radio Sales.
• You need to understand the clients business, and show them you understand yours.
• You need to know the name of your afternoon presenter. Really, you should know the product!
• You should work closely with the client to get a good brief.
• You need great Creatives to write you effective radio advertising.
• You need courage and integrity.

Courage

I played it to my kids, and they don’t like it

It’s the client on the phone. They got me to record the ad on their answer machine. Me voicing it and doing the characters over the phone. They played it to their kids and they didn’t like it. It’s good to know that their radio advertising decisions are based on the reaction of a 6 year old kid. Does a 6 year old buy conservatories?

I’m constantly amazed how clients judge their advertising. Gut feeling is great. But the way you judge it is to go back to the brief and see if it answers it. Does it tell people what you want them to do? Does it give them a great reason to do it. I remember some ads from the 1990s by a double glazing company. They created amazing top of mind awareness, in the beginning. Then they gradually started to irritate people. We tried to talk to them about running some ads with actual reasons to buy from them…but we were ignored. After an amazing flash of “awareness” for a couple of years the company eventually went bust. EVERYONE knew them. No one wanted to buy from them.

Ads should not be some kind of ego trip for the owner of the business who wants to hear his own voice on the radio.
Ads should not be just to entertain. (although they CAN entertain)
Ads should not be a platform for the writer to show how wacky and creative he is.
Ads should not be done just to win awards (although the best ones CAN win awards).
Ads are not about awareness or image (that is something that happens anyway, be true to brand… but be more!)

Judge an ad on whether it tells people what it wants them to do in relation to the client and gives them a really good reason to do it. Ads SELL.

If there’s nothing to SELL (and telling people you DO something… like “I sell carpets” is not selling) then don’t judge the ad, judge your brief!

I'm not sure whether this idea has wings