Nearly every radio company has joined the bonanza of digital advertising. I get it — nearly every advertising buyer is seeking confirmation that their message is being seen or heard.
But does it work? Is digital advertising an effective use of the marketing dollar, especially for small businesses?
Great advertising is more than just a message that targets decided buyers of a product or service. It creates need, desire, and persuasion. I may be a bit naïve, but great advertising must create a strong connection with the target audience.
We have all seen the chaser ads that follow us wherever we go. Do they really spark sales, or do they just provide another click to look at that amazing state-of-the-art toilet? I honestly don’t know the answer on the effectiveness of those chaser ads.
Microtargeting the most likely person to purchase a product or service does make sense. Not many 22-year-olds are purchasing Depends undergarments. So, pushing that bladder control product on those less likely to need it is not an effective use of the marketing dollar. I’ve seen a lot of digital ads for Dr. Squatch. They’re funny ads, but how is that soap? I’m all in for good hygiene, but I have yet to hear anyone in my orbit brag about their soap. I do know that showering with Lava soap is a painful exercise.
It’s all about personal connection. So, what reaches consumers in the most effective way? I know what it is: endorsement spots from an influencer. Likely, you are in that category or work with someone who is. If you have a personal connection with your audience, your endorsement is a license to print money from your listeners and followers. It is the best buy for any business, period. A full dance card of endorsements is your ticket to a raise. It is your station’s key to success as well. The Dollars and Sense panel at the Barrett News Media seminar illustrated the importance of endorsements for their clients.
This may be a hard discussion for hosts, sales managers, and market managers to have, but if influencer marketing is not a cornerstone of your group’s strategy, it’s time to sit down and count the revenue that’s missing.
If your cluster or station’s endorsements are only 50% sold out, you must really dissect what’s wrong. I have worked in situations where endorsements were reserved only for the biggest clients. I think that if that’s the case, you are missing huge opportunities. Endorsement spots should be the highest-priced spots on your log. If your station has two endorsement openings during a weekday show every day, you must relax the rules and sell these by the spot.
Your station’s account executives have clients with limited budgets. Selling these individual spots at a premium price is logical. I guarantee you that one endorsement spot on your morning show has the power of ten prerecorded spots during a week. I don’t just guarantee it—I know it. If you have hosted a show for a few years, you know the power of your followers. Every client who buys radio should have access to the most effective way to attract new customers.
It’s not just the job of the salespeople. Every endorsement spot you voice should be a unique and meaningful experience for your listeners. Every endorsement spot should be distinct and different. I have coached hosts who just read the copy provided. Sometimes business owners or advertising agencies want these things read word for word. That’s a missed opportunity.
Did something fun happen during your show? Did you incorporate that fun into your endorsement spots? Endorsement spots should feel like a natural part of your show. Did you use a personal connection to the product or service? Are you just reading a spot, or are you having fun? Your listeners trust you. They make a daily appointment to listen to your show. They come for your opinion, your humor, or simply for you. Did you incorporate the topic of the day into your spot?
That doesn’t always work, but let’s say a major accident has clogged the roads—if you’re endorsing a beer, dispensary, or restaurant, use the pain of being stuck in traffic to your advantage. You’re the creative type. Make the endorsement spots topical and real. If you’re on in a few markets, voice your spots fresh each day. I guarantee you it delivers for your sales team, your client, and your show. We all know hosts who make endorsement spots sing. Do it.
Radio commercials are always better than digital ads. They just are. The personal connection is why we win and how radio will continue to win for the next century. If you’re not making a personal connection, you’re shortening your radio career. You don’t want that, and neither do I.
Sold-out endorsements will also save your gig if the company is looking at budget cuts. Believe me, they know your show’s return on investment. Don’t mess around. Make every moment on your show essential —even the commercials.
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Peter Thiele is a weekly news/talk radio columnist for Barrett Media, and an experienced news/talk radio programmer. He currently serves as News/Talk Format Captain for Zimmer Communications. Prior to joining Zimmer, Peter held programming positions in New York City, San Francisco, Des Moines, Little Rock, Greenville, Hunstville, and Joplin. Peter has also worked as a host, account executive and producer in Minneapolis, and San Antonio. He can be found on Twitter at @PeterThiele.
