We’ve all had clients who think they know better, that think that newspapers are dead, radio is dead, TV is dead, and the ONLY way to advertise and market their business is online.
What should you do?
Grab them by the collar and slap them might be a good start but no – stop, think and say something like this:
Radio is still a compelling marketing medium with the power to target consumers who don’t use the Internet, and if you do use radio with your internet advertising, you will get more and better results!
Don’t believe me? Look at this:
• When combined with digital advertising, radio delivers 29% more traffic on your website’s SEO, that means more visits to your web page if a call to action is included in a radio commercial. 
• Radio advertising has an immediate effect. 78% of those who heard the ads took some form of digital activity (ie: online search) within 24 hours 
• Radio listeners are 6 times more likely to search for a business online when they hear their radio commercial 
 NAB Radio Drives Search, Sept 2017
 CRA & Colman Brunton – Radio Boosts Digital Activity, May 2012
 GfK Radio Insights 2018 – Listening Drivers
By incorporating radio commercials into your digital marketing strategy you’ll get more people looking for your products and services!
- Radio Commercials Target Lucrative Markets
You hear a lot about millennial audience, the so-called most lucrative consumer segment that most brands spend all their money on targeting.
However, the over 45s are one of the fastest-growing and richest demographics around the world.
And with a radio commercial that targets them, you can effectively generate more leads to your business. BUT: It’s not just the over the 45s, however, all age groups listen to the radio at some point of the day, providing you with ample marketing opportunities no matter what your business is.
- Online Radio (STREAMING RADIO) is Big Business
Online radio (streaming) use has skyrocketed in recent years, and was the highest it’s ever been during the pandemic with people seeking a shared common experience, and the latest breaking news.
The result? More customers, higher sales, and greater revenue. But that’s only when you have an actionable call to action in your radio commercial, AND, you mention your website – preferably more than once in your radio ad.
- People Listen to Radio For Longer
Radio resonates for longer than other mediums. In fact, studies show that average radio listening times have more than doubled in recent years across the world. For Example: Consumers hear the radio when they wake up in the morning, on their commute to work, at work, and on their way home again – making radio advertising a profitable marketing opportunity.
THEN: You might get clients who insist on voicing their own commercials, try to stop them if you can and point out that…
Casting a voice is almost THE most important part of a commercial.
Without the right voice talent, you’ll waste a lot of time and money to get the delivery right.
Not only do you want the voice to grab a listeners attention, but it must be delivered so that the message is believable, it must resonate with your audience, and sound professional, not like they were speaking through a toilet roll, while being recorded behind the door of a toilet.
If the client insists on recording their ad – then they MUST follow some simple guidelines that they must be made aware of before hand.
- Don’t drink a coffee or any milk drink for at least 2 hours beforehand – we can hear the lactose in their voice and the ticking it causes needs to be removed by the producer – which adds more time to the edit.
- Practice, practice, practice – BEFORE you get into the studio – its no good seeing a script for the first time when you walk into the booth.
- They WILL get direction from the producer, who has many years of experience polishing voices and getting THE BEST out of voices – trust them, the producer knows what they are talking about – if they say to slow down, then slow down, speed up, then speed up – SMILE – then smile!
All the best and keep on selling!