Question

Topic: Advertising/PR

How Often Is Best-practice To Switch Your Radio Ad

Posted by Anonymous on 10/8/2014 at 12:01 PM ET 250 Points
We're a growing retail aesthetics company who has begun to invest heavily in radio within our various markets. In the past we have run the same creative for upwards of 90-days, but I'm looking to vastly increase the frequency of ad change out to avoid burn off and better engage the potential customer. Does anyone have a general rule of thumb for best practice that they've adopted within their own media planning? Cost of good is much higher than typical product promoted on radio, and we're typically heavy with special promotion/discount but leaning towards more of a value-proposition slant in future ads to help set the market and utilize the proof points gained through insights and research that clearly identify our brand as the leader in what we do.
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  • Posted by Jay Hamilton-Roth on 10/8/2014 at 1:40 PM Member
    Switch the ad when you're seeing that it no longer is producing the leads/sales (I'm assuming you have a way to measure ad effectiveness). If you're in a heavy rotation, then consider leveraging a variety of short stories to tell the value you offer from different perspectives and with different voices.
  • Posted by Gary Bloomer on 10/8/2014 at 5:23 PM Accepted
    I'd suggest having four ads rotating on a weekly basis: two in the morning, two in the early evening on one week, then switch the spots and times the next week.

    This breaks things up and avoids listener fatigue. To make the most of your ads and their respective offers, keeping the spots tight and date specific ("Be sure to come in to our store to get your XYZ discount on product ABC by the 23rd of the month!") creates urgency and helps you track sales in store.

    It's crucial that customers be asked how they heard about your offer at the point of purchase AND that you offer additional incentives at the point of purchase for date-specific redeemable offers in store, or as up sells at the point of purchase:

    "Ms. Jones, Thank you so much for your custom: we really appreciate you coming in to see us today. Because you've spent over $100 with us today, we have a coupon for you valid until the end of the month for even deeper discounts" (presents customer with coupon, which itself is in a gold envelope, with an embossed seal sticker). If you'd care to use your coupon today before you leave the store, i can offer you an additional 20 percent discount!" Points customer to merchandise AT THE POINT OF PURCHASE, so the decision can be made right there and then.
  • Posted on 10/8/2014 at 8:56 PM Moderator
    The rule of thumb is that there is no universal rule of thumb. It's different for every product, every category, every brand, every market and every commercial. The above advice is sound: Change it when it stops working.

    There is evidence that commercials in a rotating pool can withstand more exposure than those run solo, but again that may be specific to the brand/market where the hypothesis was tested, the levels of exposure in a 4-week period, and any number of other factors. If I recall correctly, there was also some evidence that a pulsing schedule (e.g., on 4 weeks, off 4 weeks, etc.) extends the life of a commercial.

    You'll have to figure this one out on your own.
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