There has always been some scepticism towards advertising caused by unscrupulous advertisers even though media companies and their governing bodies exercise a degree of control over advertising claims.
The internet has created the wild west of advertising, with little or no control, the unregulated online landscape is rife with exaggerated or downright fraudulent claims.
You might want to share this humorous 30 second video with some of your clients. It is an example of questionable internet advertising with some of your clients.
Wary consumers now demand transparency in your marketing and advertising. “Transparency” requires openness, communication and accountability. That same transparency can help broadcast account executives close more sales.
For Your Advertisers
One way to make your advertising more credible and transparent is to admit your weakness up front. Your customers don’t expect you to be perfect, and a little candid transparency is more likely to earn their trust than trying to hide your blemishes or claims to be perfect.
A classic and successful advertising case from the 1960’s that is still studied in marketing classes today is the Avis Rent-A-Car’s “We Try Harder” campaign. Every Avis ad at the time began with admitting they were number two, thereby making the “Try Harder” campaign much more credible…..consumers found it believable that number two had to try harder to please them to win their business against the huge Hertz rental franchise.
When you expose your negative, your customers will often find the corresponding positive more believable. Advertisers often ask us “Does anyone really listen to radio anymore?” This question, or questions about the impact of the internet or satellite radio on your station is often not asked of radio sales people because advertisers might not expect transparency in your answer.
Try admitting a negative to make your positives more believable. For example, rather than claiming satellite or internet has no impact, try saying something like:
“All media are under pressure from fragmentation and new platforms. In fact all industries are under pressure from fragmentation. McDonalds has more fast food competitors and the once dominant big three auto makers have more competition from more countries than ever before.
Media fragmentation has caused our listeners to get involved with other media and to listen to us for shorter periods of time. While they don’t listen as long, or to us exclusively, our actual weekly reach has gone up. We now reach more people every week than ever before.”
Simply saying “Our actual weekly reach has gone up and we now reach more people every week than ever before” without admitting the negative up front can be somewhat unbelievable, even if it is true.
Contact [email protected] to inquire how our SoundADvice Radio E-Marketing System can brand and train your account executives to make all of their presentations more credible and believable.