Great Minds Creative is an Advertising Agency that specialises in Commercial Radio
Advertising on Commercial Radio is not an exact science . Many campaigns are unsuccessful because one or more of the key requirements for any successful radio campaign are lacking or missing. These components are:
Consistency – Ads need to be heard on a regular basis and over a reasonable length of time. Most experts believe that a minimum campaign should be 13 weeks.
However, this depends on the reason for advertising and the strength of the offer.
The frequency of a message is very often the key to its success.
Creativity – Standing out from the crowd and making an impact using a creative idea. Very often the most successful ads are the ones that people enjoy listening to.
Humour is a great way of being memorable.
However, creativity for the sake of it can result in a failed campaign. Some creative commercials have achieved many awards for there writers, but unfortunately have failed in the objective of being a success for the advertiser.
Timing – Ensuring that the timing for the product or service is right.
For example, you won't sell many ice creams on a very cold day and try selling Christmas Trees in January.
USP – Many campaigns fail to give the listener a reason to respond to the message.
The unique selling proposition is the reason why the listener should do business with you. The thing that makes you unique to the competition.
This may be a number of different things: a very good offer, early or late opening times, free parking or any uniqueness that will make people want to do business with you.