Your radio station is a living breathing thing. It’s not yesterday. It’s today!
That’s the great thing about radio, it lives in the now. Does your radio station live in the now?
Sure. You are probably airing weather forecasts, recent local news and all types of timely info that will be outdated in just a few days. It’s relevant right now.
The songs you play are likely to be more timeless.
However, what about your commercials? Sure, some clients have a simple message they choose to play over and over for years. Okay fine. They are the client and if that’s what they want to do….more power to them. You don’t run St. Patrick’s Day commercials during Halloween though and hopefully you are not airing promos for a concert that happened last weekend.
Let me ask this, how can you make your commercials more relevant? Could it be by mentioning current events that have relevance? Sure, the local hardware store is likely to be running ads mentioning Spring but that’s not what I am talking about. What things are on the minds of your audience that you can or should keep in mind when creating commercials? What about Russia having invaded Ukraine? I was driving down a Tennessee highway yesterday and a used car dealership had Pray for Ukraine signs all long the roadside. There are always struggles and skirmishes going on around the globe but right now the one in Ukraine might be occupying more space in your audiences’ social media feeds and minds. Maybe. Some of your audience is not that concerned, but others are thinking about it a lot. So with that in mind, whether your team is writing a commercial for an upcoming big event or a sale that’s on the way, it might be wise to keep that in mind.
Also, keep in mind that things are more politically charged than ever. Who would have predicted that Covid would have had friends and family members becoming divided?
Maybe it can be summed up like this….when writing commercials, be sure to read the room and if keep in mind that reading the room is trickier today than ever.
If you need help writing great commercials…reach out. We can help
