Why RADIO?

Why RADIO?

1. ONE RADIO (ADD) = ONE MESSAGE

2. GET YOUR LISTENERS ATTENTION

3. DO NOT YELL, SEDUCE!

4. RADIO LOVES VERBS

5. THE FIRST AND THE LAST ASSOCIATIONS ARE IMPORTANT

6. RADIO MESSAGE SPEAKS IN PICTURES

 

RADIO IS A FRIEND!

  • Because it is a media which communicates one on one with its listeners, who should feel like every commercial is meant for them and is addressed to them 
  • Because it is a media which hugs their listeners during whole day – at the right time, with the right message (it is very important how that this message/add/ is written, and we will talk about that in our next Newsletter!)
  • Because it is not true that adds bother listeners and that they change frequency when they hear them (more about that in RAB Serbia brochure, which you can find on this link) Remember: people are bothered with the things that do not give answer to question: „How can that be useful to me – that product, that offer?)!

The goal of longterm addvertising is for your brand or company to get carved into thoughts and hearts of the listeners before they need what you are offering!

In the terms of finance, production and content radio is ideal for you to communicate with your clients (potential or regular) on long term. „Talk“ with them longer and in adds answer the questions, they are asking themselves. Think about what is it that your clients find annoying, where do they „heart“, what are their wishes regarding the results you are offering and then give them that solution.

Do not concentrate on communication with potential clients for intense actions three times a year, for 14 days, because you never know when is THE RIGHT MOMENT for them to decide!

If there is no communication at the exact moment they really need you, they will forget about you.

So, the goal is that when people/clients/listeners decide NOW IS THE TIME, you are the first on their list.

And that is why in your adds you have to talk about that, what is your „diamond“ – why should people chose you, and not your competition, because when the DECISION time comes, you can only attract those who are buying the best offer (and those are not clients made for longterm cooperation and are not of longterm use for your company or your brand).

So, be very friendly:

  • You should get to know your clients really well in order to know where and how you can improve their life
  • Communicate more, not just three times a year
  • Communicate as people; when you write adds do not shout on people with insane prices, best quality, do not use the language they do not understand, do not be creative just for the sake of creativness – because that is not the way we talk to our friends.

We all know why we are friends with someone – why and how we improve each others life – some friends are great as a shoulder to cry on, some are great chefs and make excellent barbeque, others never forget your anniverseries – so, everyone has some specific qualities. It is the same with radio and other media. Radio has its characteristics and rules when it comes to addvertising – if we want radio to bring results we have to get to know it and use all of its potentials!

Communication through radio should always carry the special atmosphere of your brand and if you know how to create excellent symbiosis with other media, then your clients/consumers will became your friends for life.

Radio is beautiful.

Yours, mag. Lenja F. Papp ceo RAB SLOVENIA