Did You Know?
The first ever official paid radio advertisement was broadcast in August 1922, by WEAF station in New York.
More of ads, less of content. These days it has become a near-common phenomenon on nearly each and every radio station. Radio advertising is one of the many different types of advertising. It has been popular for many years, but it has only been in the last few years that its true potential has been realized, and consequently tapped.
However, radio advertising has still continued to remain strong in the wake of all other competition. For those of you who are new to this field, and would like to use of it for your product or service promotions, here are some ideas for radio advertising.
Ideas for Radio Advertising
Since radio attracts a prospective consumers ears, it simply is evident that the words that you will use your ad are going to make a difference. Your content and copy in the ad must be effective to attract the listener in a short span of time.
There are always better ways of saying things. Yes, and we agree that the way you present an ad, be it in a jingle or a short story ad, makes a huge difference.
But if your copy is not strong enough, if the words fail to strike the listener, no matter how sweet the voice or how creative the jingle, it is going to lack power and punch, without a striking content.
Chalk the most important aspects of your product. Make sure they are included in the copy. Study and understand what is the USP of your product, what is important in the product, like the benefits and unique features. So, the words in your copy can be simple, but they must be powerful.
Sincere and honest lines
There is nothing more frustrating than to 'over promise and under deliver'. Avoid creating fake illusions of your product or service in people's mind. So, keep your ad sincere and honest. Do not boast or over-exaggerate.
Know your target audience
Most products are suitable for a certain age group. Understand what slot of audience you are looking for. Your ad should address the interests of this particular age group. Depending on the age group, you can choose the tone, mood, nature, and final plot of the ad. Choose plots that attract the listener in that particular age group or gender.
There will be many products running their ads on the same radio channel. So, you have to be unique with the ad. What is it that is different about your product, that the audience should know? What makes you stand out of the crowd? Convey this information to the audience in the most appropriate and attractive way.
An ad jingle is the most popular and commonly used advertising option, when it comes to radio advertisement ideas. Just tune in to any commercial radio station for an hour, you are bound to come across a dozen ad jingles at the very least.
Ranging from the musical ones to funny ones to the ultra-serious ones, ad jingles are a dime a dozen. As someone who wants to promote or advertise his/her product or service, an ad jingle is a fantastic way of doing so creatively, with impact, and within a short span of time.
Read it out
This type of radio ads are simple text, read out to the listener. This contains information about the product or service. The advantage of this type of advertising is that it is cost-effective, because these ads do not require much preparation.
Remember that the strength of such ad lies in the content and delivery of speech. So, make sure the copy is specific, and delivered in an interesting tone. Sometimes, a straight read ad can get boring. You can tackle this by including music in the background.
Making an interesting narrative of your product is a great way to attract and engage the listener. If your product is visually attractive, use stories or plots that help the listener imagine a visual or picture of the product.
Not only will this help you reach the listener's mind, but, since their mind has acted upon drawing or imagining the product, it is most likely, that he/she will remember it for a long time. Pile all your facts, and then align them in a creative and interesting situation.
So, stories can be a good medium to explain, highlight and illustrate your product. Remember to link all the facts that you will be narrating in the story. A poor connection of the facts will ruin the plot of your ad.
If you're a company or a business who has just launched a new product or service, you can think of promoting it through listener contests. You can have a contest wherein the RJ (radio jockey) asks product-based contest questions, and listeners are invited to send in their answers via text messages or phone calls.
You can then award free product samples or gift coupons or something similar, to the lucky winners. This is a very popular advertising technique, and one that ensures a good deal of listener response and participation.
Many radio stations offer package deals or sponsorship tie-ups to interested advertisers, wherein, the advertiser can sponsor a certain daily/weekly segment of the radio station, in return for airtime and product promotion messages and ads. This can be another radio advertising idea that prospective advertisers can consider.
Sell with specifics
When creating a radio ad, avoid generalizing the qualities or information about the product. Instead, be specific and highlight one or more unique features. Tell the listener why and how the product is different, and how he is going to benefit from the same.
Radio Advertising Effectiveness
- Radio advertising is all about getting your message across to the listener effectively, with impact, and in the short amount of airtime available.
- Unlike television or Internet advertisements, the visual aspect does not exist in radio advertising. Therefore, this needs to be compensated for, in some other way.
- Professional advertising agencies and PR firms can help you in this aspect, by coming up with creative, catchy jingles, punchlines and ad content which will instantly grab the attention of the listener and keep him/her hooked.
- The timing of the ad is very important in radio publicizing. Your ad should be played at a time when maximum number of people are tuned in to that particular radio station, i.e. during the peak listening hours.
- If your city or town has multiple radio stations, you could think of playing your ad on more than one radio station so that you end up reaching across to more number of people (than you would, in case of just one radio station).
Well, this was a short overview of radio advertising ideas and their effectiveness. Radio commercials should be interesting, they should deter the listener from changing stations as soon as the ad is introduced in a spot. So, make sure, whichever style and idea you use, it should pack a punch, and engage the listener in the first few seconds itself.