800-599-RADIO | Text DR Radio to 511-511 | 714-787-0101 International
By Steve Pollak
When working on creative for radio, it needs to be memorable. Copy that works for print or TV has to be tweaked for radio: The perception by the audience through audio, without the benefit of visual, for 30 or 60-seconds of time, needs to be heard to have maximum results.
You also need a great hook: something that will capture the listeners attention. Humor has to be carefully examined to make sure it doesn’t fall flat.
Build in an unbeatable, unique offer configuration with a high perceived value. Are you offering 50% off or buy 2, get 1 free? Have you tied it to a special promotion, a coupon, or contest?
Make sure that you mention contact points at least 3 times in a 60-second spot. Usually that means a web address and/or phone number. Positioning in the spot will vary, but certainly at the end and after you’ve described the offer are best places. Repetition is important, especially since this is not a newspaper they can refer to later. Simplicity is important too. Having a simple, easy-to-remember phone number, such as a vanity number (800-559-RADIO) and easy URL are critical for best response levels.
When using a text messaging campaign where the mass audience of targeted listeners is asked to text a message to get coupons/discounts, locations, audio/video messages, usually only a memorable short code is used in the message, such as text RADIO to 511-511.
At RadioActive Media, we like to take a list of 10-12 prioritized bullet points that our clients want to make sure are conveyed to the audience. The focus needs to be to make the message clear. The job is done right when the audience understands the offer, the value and takes action.
We hear poor calls to action regularly. For example: A discount eyeglass company uses 45 seconds of their 60 seconds with lackluster humor. Unfortunately, the listener is unable to remember the name of the company or their product, this tells you the spot didn’t have the desired response.
As a direct response agency, we build copy and functionality to have a great call-to-action with measurable results. How many calls were made at what times? How many web site hits were there? How many text messages came in?
We tie the times of the actions to the times that spots ran to evaluate performance. This analysis determines the next media selections, part of a constant flux of keeping what works with new additions to test.
Remember the special needs of the radio format. Unlike newspaper, you can’t refer back to the printed page later for a phone number or URL. Unlike television, you don’t have visual reinforcement of these contact points.
Note: One of the great reasons of using Sirius for a media buy is the pad display can include written information that can be saved.
These are some of the important points we take into consideration at RadioActive Media when we craft a successful radio creative. Call us to ask about how you can get a free, pre-produced commercial worth $2500. Ask for Jeff Pollak at 800-559-RADIO (7234).
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