I sent this to radio AE's. Feel free to share.
"Mention this ad and receive..." is one of the worst things you can include in a radio commercial.
Your client is saying "I want to track your station" or worse, "I want to test your station."
Make no mistake: what you are testing is the desirability of the advertiser's offer and the effectiveness of the copy to a statistically demonstrated audience. Think about that. There is no "testing" of a radio station. What is being tested is the desirability of the advertiser's offer and the effectiveness of the copy to a statistically demonstrated audience.
Here are some reasons why agreeing to the "mention this ad" bit is a bad idea:
1) Your advertiser is dictating the terms of the "test" and the cards are heavily stacked against you. In nearly all cases, the reward for "mentioning this ad" is lame and comes with lots of conditions. "Mention this ad and get a free soft drink. Valid only at dinnertime and only one per table. Not valid on weekends or holidays." Come on.
It is forgettable. Yet, the AE is hoping against hope that a flood of customers will jump at this irresistible incentive and actually "mention this ad!"
Of course, when no one "mentions this ad," the client will not see it as a failure of his forgettable offer. He will see it as a failure of advertising on your station.
2) Tracking will be hit and miss. Will the staff even know about it? Here's a likely conversation between the manager (owner) and his cashier or server:
Manager: "Hey Carl, has anyone mentioned that radio ad?"
Cashier: "What radio ad?"
3) "Mention this ad" takes up too much time in a radio spot! In a 30 second spot, every second is valuable radio real estate. When you spend 12 seconds laying down the rigid conditions and lame reward for "mentioning this ad," you sacrifice precious seconds that are needed to develop the real advertising message. It's like setting up pup tents on oceanfront property.
4) Finally, saying "mention this ad" sounds small time. We are not small time.
I realize that in a closing situation, sometimes you do what ya gotta do to make the deal. Nevertheless, I urge you, whenever possible, to gently lead your prospects away from this flawed and meaningless "test" of the radio station.
Nick
"Mention this ad and receive..." is one of the worst things you can include in a radio commercial.
Your client is saying "I want to track your station" or worse, "I want to test your station."
Make no mistake: what you are testing is the desirability of the advertiser's offer and the effectiveness of the copy to a statistically demonstrated audience. Think about that. There is no "testing" of a radio station. What is being tested is the desirability of the advertiser's offer and the effectiveness of the copy to a statistically demonstrated audience.
Here are some reasons why agreeing to the "mention this ad" bit is a bad idea:
1) Your advertiser is dictating the terms of the "test" and the cards are heavily stacked against you. In nearly all cases, the reward for "mentioning this ad" is lame and comes with lots of conditions. "Mention this ad and get a free soft drink. Valid only at dinnertime and only one per table. Not valid on weekends or holidays." Come on.
It is forgettable. Yet, the AE is hoping against hope that a flood of customers will jump at this irresistible incentive and actually "mention this ad!"
Of course, when no one "mentions this ad," the client will not see it as a failure of his forgettable offer. He will see it as a failure of advertising on your station.
2) Tracking will be hit and miss. Will the staff even know about it? Here's a likely conversation between the manager (owner) and his cashier or server:
Manager: "Hey Carl, has anyone mentioned that radio ad?"
Cashier: "What radio ad?"
3) "Mention this ad" takes up too much time in a radio spot! In a 30 second spot, every second is valuable radio real estate. When you spend 12 seconds laying down the rigid conditions and lame reward for "mentioning this ad," you sacrifice precious seconds that are needed to develop the real advertising message. It's like setting up pup tents on oceanfront property.
4) Finally, saying "mention this ad" sounds small time. We are not small time.
I realize that in a closing situation, sometimes you do what ya gotta do to make the deal. Nevertheless, I urge you, whenever possible, to gently lead your prospects away from this flawed and meaningless "test" of the radio station.
Nick
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