 | Having a spokesperson is one of the best ways to get across a message on the radio. But it’s not always easy to get the right fit for your brand. If you find yourself without a spokesperson, there are still ways for you to get on the radio, and communicate your message with a high degree of authority that still calls attention to your brand. |
The first way is to create a feature around your brand. Creating a news hook can turn a commercial message into a newsworthy one, taking the aim of an advert and delivering it in the form of a news story. In radio, your story is always more important than your product, so if it can be delivered in an engaging, interesting, and justifiable way, you could get a huge boost to your brand recognition because people will remember the story. People remember stories far longer than adverts, they stay in the collective consciousness because we can identify with a narrative, if we can connect the story with ourselves, we’re far more likely to hold on to it. So this method is arguably one of the best ways to build brand recognition that works towards your goals.
The second way is to use a presenter as a brand ambassador. Giving a presenter a sample or prize is a way of gaining attention, while at the same time abiding by OFCOM rules. This immediately gains the public’s trust, as radio presenters are known to them. Even though they will not give brands a direct endorsement, just the fact that your brand is on the radio at all will validate it. Competitions are great for radio stations because they draw and keep attention by teasing the prize all through the length of a show, so for very low cost to you, you can ensure massive reach by simply giving your product to a station. People respond very positively to competitions, they’re also more likely to remember your product due to the fact that people listen more intently when there’s something in it for them. The added bonus is of course that by being offered as a prize, people attach significantly more value to your product, so even if they’ve never heard of it before, they’ll want to win it.
For more information on staging radio competitions and how to use broadcast PR to grow your brand, please contact us on 020 7158 0000, or email us.
The second way is to use a presenter as a brand ambassador. Giving a presenter a sample or prize is a way of gaining attention, while at the same time abiding by OFCOM rules. This immediately gains the public’s trust, as radio presenters are known to them. Even though they will not give brands a direct endorsement, just the fact that your brand is on the radio at all will validate it. Competitions are great for radio stations because they draw and keep attention by teasing the prize all through the length of a show, so for very low cost to you, you can ensure massive reach by simply giving your product to a station. People respond very positively to competitions, they’re also more likely to remember your product due to the fact that people listen more intently when there’s something in it for them. The added bonus is of course that by being offered as a prize, people attach significantly more value to your product, so even if they’ve never heard of it before, they’ll want to win it.
For more information on staging radio competitions and how to use broadcast PR to grow your brand, please contact us on 020 7158 0000, or email us.
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