Every day I am challenged with creating fresh and innovative marketing ideas for sometimes stagnant and stale brands.

Often times these companies will come to me asking for fresh ideas to “increase sales” after years of pounding the same redundant message in the consumer’s ear. Sometimes the brand in question is nearing the territory of the “walking dead”. Is there hope for these companies?

Yes.

With some retooling and fresh ideas, you would be amazed at how consumer perceptions can be changed.

Here are some of the key things I think about when working on new radio commercials for brands that need “massive reconstructive surgery”.

Radio Ads With A Strong Start

If the brand has been suffering from stale radio commercials, the consumer is going to tune out the moment they feel they are being pitched “the same damn thing” again. The beginning of the message needs to be reevaluated, rethought out and reinvented. If we are able to create an entry point that is enticing to the listener, it is the first step to re-engaging their attention. This is often done in the first 5 to 10 seconds of any radio commercial.

Dumping The Cliché

So many commercials are overrun with cliché terms that mean little to nothing to the average consumer. We need to strike these from the vocabulary of our clients sales pitches and replace them with statements that actually mean something to the consumer. Sometimes this is one of the most difficult things for a business owner to let go of.

I can’t tell you the amount of times I’ve talked to a business owner who had a “death grip” on terms like “best customer service”, “variety”, “selection” or any other bullshit term that while “may be true”, does nothing to make their image stronger or stand out.

Professional Radio Production

Cutting a corner on your radio production to save a few dollars could end up in the loss of thousands due to wasted airtime with a poor message.  You will have to pay good radio production, if you want it done right.

Period.

I know, I know… “But the radio station will produce it for free”.

The reality of “free” in-house radio production these days consists of commercials written by a salesperson or intern, and then read by whatever “DJ was available”. This same DJ is likely on every other commercial including your competitors. Radio station talent resources are thin, and the advertiser who relies on in-house radio production suffers. I’ve seen it all, and it is RARELY good.

At Best Radio Ads we only use professional voices, writers and producers. Professional production will run you $300 to $400 for a great sounding commercial that will truly make an impact. If you’re going to invest in radio airtime, don’t you want to be sure your message is on target? That’s what professional radio production does. Feel free to contact me direct for a quote here, Or simply fill out the form below.