A preacher who led a worldwide faith healing ministry was once asked what he would do if he got a headache. They were trying to trick him and make him look silly. John Wimber answered “I would take an asprin and say a prayer… and whichever worked first I would praise God for it!”
Your advertising should not be a matter of faith, it should be a matter of tried and tested principles… It’s an investment that you expect to give you a return. But, like a prayer and an asprin, radio and press work very effectively together.
Some people want to “test” radio. OK, let me tell you now… radio works. What doesn’t work is trying to advertise a product with no benefits to the listener. You are not testing radio, you are testing your offer, or product against the listener’s needs and wants. If you want to really see powerful advertising have a compelling offer and use a combination of press and radio. Press is really good at getting details across, radio is amazing at emotion or using the listeners imagination to “test drive” the product. The two working together can be amazing. I’ve had clients tell me that their press adverts work two or three times harder when combined with radio. There are things you can do to free up budget to help fund your radio. For example a half page press ad is about 75% as effective as a full page. So you can save money without losing much! And combining with press more than makes up for the 25% loss.
Use your press in a way that reflects the radio campaign, and use print to get over more complex visuals or information. (Like phone numbers!)
Use radio creatively, a good radio ad CAN entertain, but that should never be the primary purpose. Make sure you tell people how you want them to respond, and give them a compelling reason to do so.
Use both media and make sure you make it as easy as possible for people to business with you.
On the way out she told me her phone number...
I met the girl at a dinner party at a friends house. We got on magically. It was like the other people at the party just blended into the background. As she left she told me her phone number. “Will you remember it?” she asked. Of course I would! It was etched in my mind!
The next morning it was forgotten.
There are things that client insist on going into their radio commercials and the phone number is top on that list. I wonder sometimes how many hours of my life I have spent in discussion with clients to try to make them understand that putting their phone number in a commercial is generally a waste of time. Putting two different phone numbers in is just plain silly. Putting three numbers in (yes, it does happen) is just beyond belief If your business does business over the phone, that is that people purchase by phone, then by all means put the phone number in. You have to repeat it, you have to make it catchy, you have to get people to sing it in the shower. But if you want people to come and buy your product, don’t waste valuable radio advertising time trying to get people to remember a phone number, motivate them to come to you and buy it. I love Dan O’Day’s example, if you were a shoe shop why would someone call you?:
You: Hi, do you sell shoes?
Them: Err Yes! We’re a shoe shop!
You: Great! Thank you.
Then there is a question I ask my clients. How many phone numbers do YOU remember from radio commercials? I’d make a bet its only ones that are sung, repeated, and are easy to remember.
In any radio commercial you should ask for one action and give a good reason to perform that action. So if you want your phone number in a commercial ask the question… “Why should the listener phone?”. If you want a phone response, do a commercial to get a phone response. Otherwise, leave the phone number out.
And web addresses? If you can’t capture a sale at your website, why would you send anyone there?