Posts Tagged ‘Radio


Top Ten Keys to Radio Advertising – Part 2

As we shared on Tuesday, clients have been requesting more radio as a part of their integrated marketing mix. Our first five tips were focused on the planning of a radio campaign. Today, we are focused on executing the ad with our next five tips.

6. Don’t bury the lead

“Burying the lead” is a journalism expression that means postponing the main point of the story until much further down in an article. In radio, if you bury the lead, listeners may simply change the station before you get to the main point of the ad. An example of not burying the lead is from Duluth Trading. They start off the ad by saying, “we, at Duluth Trading need to come up with a name for jeans that have more room in the crotch.” You know immediately, this is for Duluth Trading and the specific feature of the blue jeans that they consider a benefit. The rest is entertainment…Gooseberry Surprise?

7. Unique, uncomplicated offer

The offer must be easy to understand. I recently met with a company that was offering three months of free service. The catch was the free months were the 1st, 9th and 20th month. So, to get three free months, you needed to keep the service for nearly two years. Try explaining that in 30 seconds.

8. Must be able to answer WIIFM

This acknowledges that as an advertiser, you are an unwelcome interruption. From the point of view of the listener, you must explain ‘What’s In It For Me (WIIFM)

9. Minimum mentions

We use a simple formula for minimum mentions. The name of the advertiser and the response vehicle (phone or website.) One mention for every 15 seconds of airtime. A 30 second spot receives 2 mentions, a 60 receives 4 mentions.

10. Voice talent and articulation

This may seem obvious, but it is often overlooked. Here is an example of a radio ad for a collocation data provider currently running in Denver. For weeks, I heard ‘Fortress’ premium data center. I could not find them, even Google didn’t know Fortress. Then, in subsequent ads, the voice talent still said ‘Fortress’, but spelled out the website and that’s when I learned the company was called ‘For Trust’ – props to whoever pointed out that spelling the website would resolve that issue.

Do you have any keys to effective radio advertising you would like to share? Did we miss anything? Share your thoughts here or on Facebook at Weise Communications and follow us on Twitter at @Weise_Ideas.


Top Ten Keys to Radio Advertising – Part 1

Radio advertisingWe’ve seen increased interest in clients considering radio advertising as part of their integrated marketing mix. Radio is an affordable advertising outlet. Since radio is genre segmented, you are able to target your audience effectively based on interests. It is hard to beat the value of a well-produced radio campaign in terms of delivering a targeted, impactful message to a wide audience.

With that in mind, we have created our top ten keys to successful radio advertising. We are separating them into two categories. The first five tips in this blog are related to radio planning, the next five coming out on Thursday will be related to radio advertising execution.

1. Theater of the mind

Radio is an entirely audio medium. it is important to use concepts and words that create imagery to tell a story. A great example is the recent competition held by Frontier Airlines for their new ‘spokesanimal.’ Not only did these ads effectively introduce you to the contestants, listeners were encouraged to vote on line for their favorite and we even able to take part in the unveiling of the winner. (It was Polly the Parrot.)

2. Clever, but not too high brow

You must engage your audience quickly and entertain them. One of the more successful radio ad campaigns we’ve heard is Bud Light’s Real Men of Genius campaign. These ads pseudo-glorify the jobs nobody pays attention to (parking lot flashlight waver) or the bizarre character traits of an eccentric (office party over hugger.) These ads grab attention, entertain, deliver the product information and have an effective jingle. That combination is hard to beat.

3. Action/interaction

Effective radio encourages the audience to take action, we’ve seen some great success with radio remotes. The driving force of the success is the radio personality inviting the listener to a location to interact with the station. These are great additions to community events, health fairs and grand openings.

4. Delicate balance of logical and emotional appeals

When you are trying to persuade an audience to act, you must remember that people react based on emotions, then justify their actions with logic and fact.  If your ad is based on emotion, it will set-off alarms when listeners try to justify logically. Conversely, a logical advertising message with no emotional appeal won’t create enough desire to act by the audience. An effective radio ad will create the right balance between logic and emotion in order to persuade.

5. Radio is a frequency medium

If you buy TV advertising, you are reaching the broadest audience, if you send mail, you can target your message to a specific audience. Radio is the blend, you reach more people that mail, but the listeners have common interests for targeting purposes. In order for radio to be effective, you need to purchase a schedule that will reach a significant portion of your target market enough times to be memorable.

If you have tight budgets, don’t be worried about trying to have some activity in the market over a long period of time. It makes much more sense to focus on a shorter period of time you can own and create memorable messages that encourage action, you’ll get results. Those results can enable the purse strings to loosen up for more budget as you’ll see better ROI.

Come back on Thursday when we reveal the remaining tips focused on executing effective radio ads.


Meeting with the media

At the Wednesday, May 26, Colorado Healthcare Communicators breakfast, Denver-area media members shared tips, tricks and thoughts on how best to communicate with them. Media members at the breakfast included:

  • Justin Jimenez –
  • Misty Montano – CBS 4
  • Tim Ryan – 9News
  • John Romero – Fox 31
  • Daniel Smith – Your Hub
  • Clayton Woullard – Your Hub
  • Natasha Gardner – 5280 Magazine
  • Jill West – Entercom Radio: KOSI, Alice, 99.9, KEZW
  • Amber Johnson – Denver Post’s Mile High Mamas
  • Mike Cote – ColoradoBiz Magazine

Meeting with the mediaThough these exchanges happen on a fairly regular basis with many different organizations, there is always something for attendees to take away. From this meeting, the media panel emphasized that increased workload and multiple platforms are keeping them very busy. With shrinking staff and increasing content to be created (several outlets talked about new newscasts that are being added and increased frequency of newsletters), media need to do their jobs faster and better. To cut through the clutter and get coverage in a crowded space communicators have to understand the media and help them get the content they need when and how they need it.

By crafting a story to a specific media outlet and showing the contact why this story matters, communicators can help the media to cut time reading through information not pertaining to their outlet or audience. Once the media expresses interest in a story, communicators can further assist by telling the story in the same way that the media tells it. If you are trying to get a story covered by:

  • Television – explain the compelling visual images that could accompany the story.
  • Radio – describe how the story translates to sound including what sound bites are available.
  • Print – identify the most important facts and make clear why the readers of that specific publication would be interested.

At the end of the day, trying to get the media to cover a story means you have to think like the person on the other side of that email, phone call, conversation, Facebook message or Tweet. Why do they care and why will this story interest readers, viewers or listeners?

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