“If the Camera adds 10 lbs, then the radio will suck your energy”
STRONG works with dealers all across the country that star in their own television and radio commercials. Some have become local icons and celebrities while others have positioned themselves to be the funniest and most humorous. Regardless of which angle you prefer, this is a very effective tool used by our company to maximize the effectiveness of the ads. Plus it’s a great way to put a “face” on the dealership.
While reviewing a dealers radio spots this week the dealer commented, “I sounded kind of flat in the spots this month didn’t I?” We were honest in our answer that this month’s spots seemed to lack the “punch” that we usually get out of this general manager. He said, “If they say the camera ads 10 lbs., then the radio sure sucks the energy out of you.” This to me was an “ah-ha” moment because people never sound the same in their radio spots as they do when you see them on camera.
The five keys to effective on air radio spots are as follows:
- Inflection to maximize key words
- Bold usage of the dealership name and reason to buy
- Background music and effects that match your message
- SMILE (people really can hear in your voice if there is a smile on your face)
When you run a radio ad in your market you are most likely boxed in a break with advertisers like All-State Insurance, Geico, Coca-Cola, Budweiser, etc. The chance that your message will get lost is high – unless you really use great tonality and drive in your voice to tell the story.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive Merchandising.