One- Stage a live broadcast. It builds excitement, a sense of urgency in a one-time event. A live ‘remote’ can get results like nothing else.  A radio personality on the air, in person, at a store is out of the ordinary. Getting attention is important to building a relationship.

Two- Give your client a unique, memorable on air feeling with a jingle.
This is a tried and true method of delivering a special signature sound . It creates association, familiarity, and sales. Jingles cost a little extra up front but the long lasting benefits can be the best advertising investment.

Three- Develop a series of radio ads with a recurring theme. A fun soap opera dialog between a man and a woman could be a vehicle to carry your clients message week after week. There are endless themes to choose from. Police officer to stopped driver, two ridiculous roommates, bartender-patron, and child to parent. Jingles also fall in this category and when you have one it adds to the familiarity and identity of the message.

Four- Build a campaign that will last over a longer period of time, giving your client a chance to build momentum. A series is a good way to accomplish this. A real estate office could feature a different home or community each week. A restaurant could highlight a certain favorite dish. Series’ can be stretched out over a year and recycled
Giving you repeat sales that a one shot ad just won’t do.

Five- Use the clients voice on the radio. This can give a distinctive sound signature to each ad plus it uses an authentic spokesperson for the ad. I suggest breaking it up with an announcer’s voice or other for contrast. Never use a character voice for the entire spot. It can become old fast and takes away from the attraction.

Six- Produce a shorter version of the spot and run it as an additional schedule. Even a little extra is added exposure for the client and added sales for you.

Seven- Bonus tip! Use a local celebrity as the spokesperson for the product or service. This is similar to number five but with the added benefit of versatility. You can change ‘spokespersons’ to freshen things up. You might even try a combination of client voice and spokesperson.

For even more ideas on how to make this happen today contact me.

Remember, when you listen to good radio production there’s more to ads than meets the ear.