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Image from http://www.alll.com/alll-regulations/expectations/consistency/
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There are a bunch of radio campaigns currently on the air that frankly
don’t SOUND much like campaigns at all. Each new ad jumps to a different
announcer and has completely different information.
These businesses are really losing out.
Their
advertising could have MUCH MORE impact if someone would take the time to come
up with a campaign that is consistent.
This includes consistent tone, voice, piece of music or jingle, sound
effects, characters, and most importantly…a consistent core message.
Businesses that bounce around and switch these elements up will get
information across but they will never develop an identity in the mind of the
consumer.
Let’s take a closer look at the main benefits of consistency:
The Identity
Building Effect:
I still can’t look at Quaker Oatmeal in the store and not hear Wilford
Brimley’s voice tell me that “It’s the right thing to do and a tasty way to do
it”.
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Image from https://www.pinterest.com/pin/63120832248971203/
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Quaker Oats are no longer a product in my mind. They are a warm old
grandfather figure that cares about my well being.
Every time I see the letters “N…B…C”, I hear a happy little three note
tune that makes me feel, well, happy.
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Image from https://www.youtube.com/watch?v=IvEwOfL21Uo
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This is the identity building benefit of consistency. It goes beyond what people think about your
business and into the realm of how people feel about your business.
Familiarity makes you a friend and people want to do business with their
friends.
The Subliminal
Effect:
Let’s face it…people no longer gather around the radio and stare at it
while they are listening.
Radio has become a companion to the activities in their lives and
sometimes they are only “half-listening” to the commercials while the rest of
their brain is being used to drive their car.
If you have gained their full attention by being relevant in the past
and you are applying the concept of consistency, the listener will be cued by
the tone, voice, music, etc and will listen more intently when they hear your
ad.
Sometimes just hearing a piece of music or voice that is associated with
your business is enough to trigger top of mind awareness even if they never
fall out of “half-listening” mode.
The Separation
Effect:
If you take the time to come up with a consistent sound for your
advertising it will separate you from all the other ads that will run before
and after it. You will no longer be another ad on “Radio Station X”; you will
be a familiar message that directly represents your business.
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Image from http://www.evotivemarketing.com/stand-out-from-the-crowd/
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Take
full advantage of your investment in radio and take the time to come up with a
consistent sound to represent you. You will never build a relationship without
consistency and you will most likely become part of the noise that great ads
stand out from.
Want to
unlock the benefits of consistency for your radio campaign? Contact Audio Active Advertising today.
Ryan Ghidoni is an 18-year veteran of radio advertising and has worked with
some of the most creative sales reps, writers, producers and voice talent in
the business.
CHECK OUT “Audio Active Advertising” every week on Puget Sound Radio.
THE ONLINE AGENCY IS OPEN: Get “Audio
Active” ads for your clients with Audio Active Advertising’s online agency.
Check out over 100 Effective Ad Examples and then become the next one by
ordering a Radio Single OR a Radio Campaign. Go to audioactiveadvertising.com.
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