If we don’t measure campaigns, it doesn’t mean that it cannot be measured. Dick Taylor mentioned on his blog one great campaign during the 60s (last century…yes, we are old), the power of radio had been measured. One clothing store had radio and print commercials. Both were the same, with only one difference – radio had a mascot.
That mascot had started the power of mind, and the power of mind is the strongest weapon that can be used in marketing. Sorry TV stations, magazines and papers, billboards and many online marketing channels. This is a fact. What happened with that campaign in States, and how did they measure the power of radio?
Clerks had the task to ask customers if they know about the mascot and how/where did they hear about it. Many of them knew about the mascot, but they told that they had met that mascot in print media. They didn’t even wanted to get the fact that the mascot was present only in radio!
And the conclusion was that radio is very powerful media. It plays with our minds, but we just don’t get that. That is the fact which must be known if you work in marketing sector, and/or if you work on radio.
Ok, let’s go back in 2016…the listeners will accept the information about the product. They will accept the information about the brand. There is no need to tell them about prices, telephone number, mail address, your blood type, favorite football club, etc. And don’t yell at them. Be sure that no matter what you do in your ad, they will not violate traffic rules in order to get to your store, or call to buy your product. It is more than enough to be aware of the message you wanted to tell them. And don’t worry. If you sell white shoes in “Milk and honey butcher’s store”, they will google it later. The message must be clear enough. If DJs must be masters of storytelling, the Radio Ad must be the master of storyselling.
And that is why radio ads must be treated as content. Don’t try to make people do what you think they should do. Tell them stories and leave the rest to their minds. Radio ad tells stories. The little green dragon works perfect.