Virtually every broadcast account executive has had a business owner ask, “How can I make my advertising stand out?”
The short answer is, “Quit playing it safe.” ‘Safe’ advertising is what causes most businesses to disappear into the never-ending landscape of competitors, versus becoming a landmark in that landscape.
You can click on this link http://www.youtube.com/watch?v=hL4lSavSepc to view one of the most popular ‘viral’ ads this Spring. Kmart’s, ‘I Ship My Pants’ ad, is a daring example of an advertiser willing to take a little risk to clearly stand out, and more importantly, make their point memorable.
The ad has customers saying ‘I ship my pants’, or ‘I ship my bed’ and ‘I ship my nightie’ to make it clear that consumers can now have the convenience of going online to have Kmart purchases shipped to their door.
Account executives who help their clients create more effective ads invariably are your station’s highest producers.
Those same business owners who ask how to make their advertising stand out, also ask, “Which media works best?” The answer to this question is also short and simple….”There is no such thing as a media that does not work, there are only messages that don’t work.”
The ‘I ship my pants’ message would have been even more thought-provoking on radio without the video….try just listening to the soundtrack only and you’ll see what I mean.
If you can convince your advertisers to take a risk to make their ads stand out you will be able to prove the effectiveness of radio advertising once and for all.
Click here to inquire how ENS Media’s SoundADvice e-marketing system can help your salespeople and local advertisers understand how to use more radio more effectively and increase your sales.
