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Any spots ever move people to purchase?
- Thread starter nojustice
- Start date
I can't think of anything I purchased just because I heard a radio add, but tons of adds have helped me find new vendors for goods and services I was thinking of buying anyway. As someone who has moved more than a few times, I find radio ads particularly helpful when I'm in a new town and don't really know where to buy what.
I have found a guitar shop, a furniture store, an eyeglass store, and tons of restaurants through radio ads. A few towns ago, I even found a church through a radio ad.
Of course, I've also had some bad experiences with businesses I discovered through radio ads- car dealers especially.
For most forms of advertising, the goal is to get your name out there so that when a consumer is in the market for that good or service, they will already know your name, phone, address, and/or url thanks to marketing. To that end, radio advertising is emmencely helpful.
But if you are trying to somehow convince people to buy something they weren't considering anyway, a 30 second spot on radio is rarely going to do much for you.
I have found a guitar shop, a furniture store, an eyeglass store, and tons of restaurants through radio ads. A few towns ago, I even found a church through a radio ad.
Of course, I've also had some bad experiences with businesses I discovered through radio ads- car dealers especially.
For most forms of advertising, the goal is to get your name out there so that when a consumer is in the market for that good or service, they will already know your name, phone, address, and/or url thanks to marketing. To that end, radio advertising is emmencely helpful.
But if you are trying to somehow convince people to buy something they weren't considering anyway, a 30 second spot on radio is rarely going to do much for you.
I almost bought the phantom radar scrambler...Thought, not because of the spot, but because of the product.
Instead of getting a ticket for doing 69 in a 60, I'd rather scramble their radar and not get anything...But after doing research, the price was a bit too high and I found more sites saying they don't work than sites saying they do.
Funny, the commercial ends with, "If you EVER get a speeding ticket, we'll pay for it."
Well, the company that sells the product has gone out of business and they no longer offer that guarantee, yet the spots still plays and offers the payment.
http://www.radarjammertechnology.com/our-store/radar-jammers/index.php
Instead of getting a ticket for doing 69 in a 60, I'd rather scramble their radar and not get anything...But after doing research, the price was a bit too high and I found more sites saying they don't work than sites saying they do.
Funny, the commercial ends with, "If you EVER get a speeding ticket, we'll pay for it."
Well, the company that sells the product has gone out of business and they no longer offer that guarantee, yet the spots still plays and offers the payment.
http://www.radarjammertechnology.com/our-store/radar-jammers/index.php
D
dfaulkner
Guest
Paul Harvey had personally tried & been happy with any product that he was promoting...
When Russ was on I started drinking (Majestic), going to strip clubs (Jaguar's Gold Club), sending flowers (Pro Flowers), buying furniture (Ashley), leasing a car (D&M), bought a house (CTX Mortgage), bought a home theater system (Starpower), sued people (1-800-The-Dogs.com) and I even named a star after someone (Star Registry) ;D
I've heard Stern read spots for Pro Flowers, Trim-Spa, Snapple, Carbonite & others for years - but honestly I cannot remember using any of those products.
Same goes for spots I hear on local stations. If I need a plumber, electrician (or anything else for that matter) I usually go to the web & get a few numbers for my area. Then I use the one with the best price. I've heard/seen plenty of ads for these kinds of home services or products but quite frankly are not really much use to me, besides a nifty theme song like "Benny's A Punctual Plumber 867-5309" or "American Leak Detection."
As for restaurants, I am a creature of habit. I'll try something new based on friend's recommendations more often than one that advertises on my radio. Many on the radio are across the metroplex & are usually automatically eliminated by default.
Same goes for spots I hear on local stations. If I need a plumber, electrician (or anything else for that matter) I usually go to the web & get a few numbers for my area. Then I use the one with the best price. I've heard/seen plenty of ads for these kinds of home services or products but quite frankly are not really much use to me, besides a nifty theme song like "Benny's A Punctual Plumber 867-5309" or "American Leak Detection."
As for restaurants, I am a creature of habit. I'll try something new based on friend's recommendations more often than one that advertises on my radio. Many on the radio are across the metroplex & are usually automatically eliminated by default.
Time and time again, broadcast announcements do motivate, if delivered correctly. Target your customer, age, music type interest, etc. then consistantly, clearly, repeatedly state your case for the reason your product or service is superior and broadcast advertising never misses. Radio dating back to Arthur Godfrey days continues to perform for business. The audience has evolved, but the formula doesn't change. Vague, sometimes announcements, misplaced will never deliver. Clearisil on talk radio, Restland on Top 40, Six Flags on Big Band......all formulas to claim broadcast doesn't work. Match your image where your prospect listens and they will respond.
Presumably any long running ad that directs people to call an (800) number works. That is something that is pretty easy to measure real quick.
Anybody remember Body Solutions - "lose weight while you sleep!!!"
Yeah. Right.
Apparently plenty of people bought the stuff as those ads ran for a long time. If I recall correctly, however, the company eventually went bankrupt and ended up stiffing a whole bunch of radio stations for unpaid ads. I guess you have to be careful who you extend credit to. If someone is willing to rip off your listeners....well, they will probably have a similar attitude about....you!
And how about Tahiti Village - "You know you want it, You know you deserve it. Los Vegas is calling!"
Probably can't be classified as a scam in the way that Body Solutions was - but definitely a "something for nothing" type gimmick. That had to be one of the most obnoxious ads in radio.
Anybody remember Body Solutions - "lose weight while you sleep!!!"
Yeah. Right.
Apparently plenty of people bought the stuff as those ads ran for a long time. If I recall correctly, however, the company eventually went bankrupt and ended up stiffing a whole bunch of radio stations for unpaid ads. I guess you have to be careful who you extend credit to. If someone is willing to rip off your listeners....well, they will probably have a similar attitude about....you!
And how about Tahiti Village - "You know you want it, You know you deserve it. Los Vegas is calling!"
Probably can't be classified as a scam in the way that Body Solutions was - but definitely a "something for nothing" type gimmick. That had to be one of the most obnoxious ads in radio.
R
Radio Pro
Guest
Unfortunately, bad radio ads don't encourage listeners to act. They are basically newspaper ads spoken..tele #'s, addresses etc.
There are great radio ads that sell the results of the product rather than the product. Those work.
A good radio commercial is about the listener, not the business.
Day O'day has a great seminar to this effect.
Mostly ignored in today's radio world.
There are great radio ads that sell the results of the product rather than the product. Those work.
A good radio commercial is about the listener, not the business.
Day O'day has a great seminar to this effect.
Mostly ignored in today's radio world.
I will say, the best spots I've heard in a long while are the Bud Light "Real men of genius", and the Dos Equis "Most interesting man in the world."
I'm a single malt sipper, but if I was to drink beer, I'd go with those simply because the spots make me smile.
I turn the radio up when those commercials come on.
I'm a single malt sipper, but if I was to drink beer, I'd go with those simply because the spots make me smile.
I turn the radio up when those commercials come on.
M
MikeShannon914
Guest
That is the one taboo question that I don't think has ever been posted on R-I.
My best response: Shhhhhhhhhhhhhhhhhhhhhh !!!!!!!!!!!! (the advertisers are leery enough already. Don't let them in on what we all already know.)
Can't say I'm ever really moved or convinced by an ad be it radio or print or TV.
I like ads with a sense of humor or that are self-depricating-Geico ads are usually so but I have not gone with Geico for my insurance nor am I anywhere close to doing so. I'm more a creature of habit and the tried-and-true than listening for the next campaign to know where to go or what to buy.
One exception has been with Benjamin Franklin Plumbing, though. A couple of years ago, after years of hearing their very, very snazzy radio ads, when I needed some plumbing work done they were almost an automatic first call even though I'd never used them before. While they were timely and courteous, they charged what I thought was a little too much and they did some marginally logical things (that I had to pay for) so I doubt I'll go with them again. But, their radio ads are still good......
I like ads with a sense of humor or that are self-depricating-Geico ads are usually so but I have not gone with Geico for my insurance nor am I anywhere close to doing so. I'm more a creature of habit and the tried-and-true than listening for the next campaign to know where to go or what to buy.
One exception has been with Benjamin Franklin Plumbing, though. A couple of years ago, after years of hearing their very, very snazzy radio ads, when I needed some plumbing work done they were almost an automatic first call even though I'd never used them before. While they were timely and courteous, they charged what I thought was a little too much and they did some marginally logical things (that I had to pay for) so I doubt I'll go with them again. But, their radio ads are still good......
jeffdfw said:
Jeff's reply answers the question for me. Yes, the spots we do make a difference. Our listeners believe in us- and know that we (most of us anyway!) would not endorse a product or company unless we believe in it. I took my endorsements very seriously. Before you tell me that I'm kidding myself, you can ask the tons of clients and listeners that have personally written me to thank me for referring them to good companies that have treated them well.
The ones that really make me double-over with laughter are a fast-talking announcer (with no music or sound effects) touting some product, and a "satisfied customer" who supposedly phones in her enthusiasm about the product. It's often a senior citizen with an unmentionable ailment, to put it mildly.
Like the station/network had to hurry and get this on air, they couldn't possibly ask this "customer" to come to the studio, or at least send someone to their house with a quality recorder.
Like the station/network had to hurry and get this on air, they couldn't possibly ask this "customer" to come to the studio, or at least send someone to their house with a quality recorder.
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