EditorsJun 22, 2026
15 Pieces of Jewelry That Brought Us Joy in Vegas Whether they evoked nostalgia, wonder, or laughter, these jewels put a smile on our faces.
IndependentsOct 04, 2016
Marketing Minute: 10 Tips for Making Good Radio Commercials
The medium isn’t dead, argues Jim Ackerman, and if used properly, can actually drive traffic and sales.
Jim Ackerman is a retail jewelry marketing expert who has spoken to jewelry retailers at JA New York, JCK, The Smart Jewelry Show and others. He can be reached at 800-584-7585, ext. 3 or by email at mail@ascendmarketing.com.
You can make the case that the Yellow Pages are dead, the first medium in history to go defunct. You can make the case that newspaper is not far behind--on life support, at best.
But, radio is not dead!
Used properly, radio can raise awareness for your store and more importantly, drive people in directly, to actually buy.
But to make it work, you need to do it right. Here’s how.
1. Don’t overdo it. You don’t need to be on all the time--just a few spots a month can result in a tremendous impact. Consider using three stations, three days a month, three spots a day. That’s a total of just 27 commercials a month.
2. Make sure your commercials are direct-response driven. You’ve got to specifically ask listeners to do something. That could be to buy--and if it is, it must be a very compelling offer indeed--or it could simply be to get a “suspect” (audience member) to figuratively raise a hand and self-identify as a “prospect.” You get contact information and can then proactively market to those prospects.
Once you have lead-generation commercials that work, don’t stop using them until they stop working.
3. The best way to produce a radio ad is not to produce a radio ad. Have the announcer do an ad-lib spot. Give the announcer some product or service so he or she experiences your business in a favorable way. Give him or her a collection of benefit statements to be used as talking points. Provide the announcer with a great unique purchase appeal and an irresistible offer, and just let him go with it.
The goal is to make the spot part of the program. You’ll pay a premium and a talent fee for this kind of radio spot, but it’s the most powerful and compelling kind you can do.
4. Test an “interview” spot, where the announcer actually interviews you about your company, your services, or a specific line or product. This must, however, include an offer.
5. Avoid jingles, musical backgrounds, sound effects and anything that sounds “theatrical.” Theater is the world of make-believe. You want your spots to sound “live” and immediate, with a high degree of urgency.
Editors' Picks
Sponsored by
6. Avoid traditional “creativity.” It’s not true that “funny is money.” However, it may be true that “if they cry, they buy.” Appeal to the emotions and you’re more likely to get a response. Go for the tear or the tickle.
7. Choose 60-second spots or longer if you can get them. It takes at least that long to develop your appeal; deliver the offer and repeat your response instructions at least three times.
8. Go ahead and pay for the premium time slots; morning and evening drive times and lunch. They’re usually worth the extra money.
9. Use radio to drive people to a landing page online, where you can more thoroughly develop your sales pitch and give them a strong call to action.
10. Also, refer to your direct mail or print advertising to boost the effectiveness of those media.
In addition to the 10 tips above, there are a couple of additional guidelines.
First, don’t get sucked into the trap of a long-term contract with the station. Can’t blame them for wanting to sell it to you, but until you’ve proven that a given station delivers profitable results, don’t lock yourself into anything.
Second, test and track your results, with an emphasis on test. Do alternative spots or make alternative offers and measure the number of people who come in from the ads and actually buy. (This will require training and monitoring of your staff, to make sure information is being accurately recovered and reported.)
Third, don’t believe your radio sales reps. They haven’t read their own industry research. Your goal is to generate leads and profits. The argument for doing that is not top-of-mind awareness, it’s timing. Do not worry about frequency until after you find a commercial that works. Then you can ramp up your buy, but not before.
Follow these guidelines and you may find you get astonishingly good results from radio.
Marketing speaker Jim Ackerman has addressed jewelry retailers at the nation’s biggest trade shows including JA New York, JCK and the Smart Jewelry Show. National Jeweler readers can receive a free report with more details on how to use radio in promoting their store by emailing Ackerman their contact information at mail@ascendmarketing.com.
More on Independents
The Latest
Events & AwardsJun 22, 2026
Plans Announced for New Trade Show in BaselScheduled for April 2027, Basilia will be the first watch and jewelry trade show held in Basel since the collapse of Baselworld in 2020.
Events & AwardsJun 22, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
WatchesJun 22, 2026
Snoopy Inspires New ‘Flying Ace’ Ball WatchThe beloved beagle dons his aviator outfit for the new Engineer Master II Snoopy Flying Ace timepiece.
Weekly QuizJun 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
GradingJun 17, 2026
SSEF Issues Warning on Refilled EmeraldsThe lab is seeing emeralds with filler added post-testing enter the market, accompanied by reports that indicate little to no treatment.
WatchesJun 17, 2026
Patek Philippe’s ‘Visionary’ Leader Philippe Stern Dies at 88 The third generation of the Stern family to head Patek Philippe, he navigated the “quartz crisis” and preserved the brand’s independence.
MajorsJun 17, 2026
James Avery to Revamp In-Store Retail ExperienceThe Texas-based jeweler is gradually rolling out a new experience-forward layout in its stores.
MajorsJun 17, 2026
Seahawks’ Super Bowl Ring Blends Meaningful Design, Technical CraftsmanshipThe Super Bowl LX champions were honored with diamond and blue sapphire rings by Jason of Beverly Hills.
Policies & IssuesJun 17, 2026
Community for Ethical Jewelry Names New Executive DirectorMarianna Smirnova previously spent a decade working with the Responsible Minerals Initiative, in addition to other relevant roles.
MajorsJun 16, 2026
5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
TrendsJun 16, 2026
Post-Vegas Jewelry Trend Report: Big Beads, Western Flair, White MetalsAssociate Editor Natalie Francisco lists the trends she spotted during Jewelry Market Week that will dominate the second half of 2026.
SourcingJun 16, 2026
GemGuide Updates Ruby PricesIts app now reflects increased prices for Mozambique ruby, as well as changes to its Burma ruby charts.
MajorsJun 16, 2026
Sasha Primak Hires New Design DirectorThe manufacturer has tapped Alicia Arnold, the former director of custom design at Tiny Jewel Box.
WatchesJun 15, 2026
G-Shock, Coca-Cola Partner on Bottle-Inspired WatchThe special-edition piece marks the 140th anniversary of the iconic beverage brand.
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
