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While other forms of marketing and advertising are on the rise, don’t count out radio just yet. And, all the more so when according to a recent report from Nielsen, radio remains one of the centerpieces of the media universe, reaching 92% of US adult listeners each week, more than any other platform.
Audio offers a unique, intimate experience for listeners and the advertisers aiming to reach them. And as detailed in the latest Nielsen Total Audience Report, ease of use, variety of content, and cost rank highly among audio streamers.
A good radio commercial captures the attention of listeners, targets a desired demographic, communicates the intended message effectively, and delivers a call to action. On top of that, it needs to spark brand conversations between consumers and create a buzz about what you are promoting, so it can reach both old and potentially new consumers alike.
Before you take a step towards creating that perfectly captivating and memorable radio ad, let’s dig a little deeper into the most common mistakes you can avoid.
Including contact information
According to one of the research published in the New York Times and the London Daily Telegraph reveals that 9-out-of-10 people forget a phone number within 5 seconds of hearing it.
And since most of the radio listeners will be either driving a car, walking, or at work, it is unrealistic to expect them to write down a telephone number or street address. Invest the time in emphasizing the benefits of your product or service.
No trial runs
Before you run your ad, you need to test it as much as possible with people who aren’t loyal customers. Your ad is not for them, it’s for those who are on the fence about you or haven’t heard about you.
The test will result with important information for your commercial such as, which phrases leave a lasting impact on them? Are they understanding the point you are trying to get across, or are they getting confused? There is so much you can learn from testing it. You need to be able to think like your target audience to attract them to what you want to sell.
Getting comedy right on a radio ad is very difficult. With such a short time for your commercial, it’s really hard to make a good balance between a joke and the information you want to spread. Don’t waste your money on some jokes that will hurt your business, just tell the listener what your business will do for them in the clearest, most interesting way possible. Unless you’re a comedy professional who’s promoting your work, then the jokes are what you want to say.
Studio52 has worked with many local and international brands belonging to diverse industries from across the UAE and worldwide in production of radio campaigns. We are seasoned professionals on the radio advertising business. If you’re thinking of making a radio commercial for your business, don’t hesitate to call us!