Most new radio clients want to be known before they are needed or should be. But how can radio advertising achieve this, and how important is name recognition for brands and businesses? John Fix was responsible for analyzing and selecting media measurement applications and planning tools for Procter and Gamble. He worked there for 27 years, retiring this year. While at P&G, they went from non-existent to first in radio over five years. And Fix knows that advertising success depends on consistently and clearly stating the business name throughout the ad. For radio sellers and clients, understanding this can make the difference between a campaign that gets results and one that gets lost in the buy-one-get-one ocean of bad radio copy.
The Importance of Early Recognition
In a medium where visual cues are absent, auditory recognition becomes paramount. With unconventional names or spellings, brands like Lyft, Tumblr, and Krispy Kreme benefit significantly from early and repeated mentions. “Krispy Kreme, spelled with a K,” serves not just as a prompt but as a mnemonic device, ensuring listeners associate the spoken name with the visual brand. What’s in a name? Make sure you follow these rules to live by when writing or approving radio copy.
Can You Pronounce It?
It’s not just about saying the business name; it’s about saying it right. For businesses with non-traditional spellings or acronyms, being phonetically clear is critical. Each syllable must be articulated distinctly to avoid any confusion. You also want Google searchers to know how to find the business. Take Lyft, for example. Here is a:10 ad that works.
In-demand people use on-demand rides with Lyft. That’s L-Y-F-T, the ride-sharing app that offers priority pickups. And with Lyft, there’s no such thing as too many perks. Download the Lyft app today—L-Y-F-T.
By spelling out L-Y-F-T, confusion will be prevented with similar-sounding words like “lift” or “rift,” and listeners can recognize the unique spelling and find the app easily.
Frequency and Consistency
The sales motivation speaker Zig Ziglar famously said, “Repetition is the mother of learning and the father of action, which makes it the architect of accomplishment.” Radio ads should aim to mention the brand or business name multiple times in the copy. The ‘Rule of 3’s’ needs to be updated. In a thirty-second spot, three should be the minimum number of times a business name is mentioned. Still, five is closer to increasing the likelihood of recall when listeners need to take action and recall the name. And be consistent to get that repetition. Resist the temptation to say too much in your ad.
Craft an Identity
Beyond words, an ad’s tone, music, and overall audio design contribute to its brand identity. Consistency in these elements across different ad campaigns helps build a cohesive brand image with which listeners can easily recognize and connect. Think of Motel 6, folksy music, and Tom Bodett.
The effectiveness of a radio ad hinges significantly on how well it communicates the brand’s name—prioritizing clarity, frequency, and identity to maximize brand recall and influence consumer behavior positively. Be known before you are needed, and ensure customers know your name!
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
