What’s a great strategy to improve response to a radio campaign?

At Radio Experts, we always say that the success of radio advertising can be influenced by many factors, but there is one simple thing you can do that will really help improve radio response and that is making sure all your ads have consistency.

Radio is a frequency medium – ads needs to be heard multiple times before they sink in with the listener, so anything an advertiser can do to ensure consistency throughout a campaign and across a number of commercials can really make a difference to the response.

A great example of consistency is Nike’s ‘Just Do It’ slogan. It was first developed in 1988 and it’s still being used today whatever the message or the creative approach. Consistency enables the consumer to form a solid opinion of a brand – people feel more comfortable dealing with a business that is always consistent in the way it presents itself.

Whether it’s the same strap line across multiple commercials, the same voice, a common music track, a recurrent creative theme or creation of a sonic identity, at Radio Experts we apply these techniques to create consistency, maximising the effectiveness of radio campaigns.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising. tim.cowland@radioexperts.co.uk. @timcradioexpert

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