Independents

Marketing Minute: 10 Tips for Making Good Radio Commercials

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.

2016_Jim-Ackerman.jpg
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.


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.
Jim Ackermanis a retail jewelry marketing expert who has spoken at JA New York, JCK and other jewelry trade shows.

The Latest

Sylvie Jewelry Auranova Collection Campaign Imagery
CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection

“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.

Pomellato Nudo toi et moi ring
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%

Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.

Deborah Meyers Experience The Birds Earrings
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ Earrings

Designer Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.

ejap cohort 1872x1052.png
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs

Six new retail businesses were selected for the 2025 program, which began in January.

Melee diamonds from De Beers
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid Uncertainty

The company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.

Weekly QuizApr 24, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (1).jpg
Supplier BulletinApr 24, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Wolf CEO Simon Wolf
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. Expansion

Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

Charles & Colvard moissanite ring
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to Noncompliance

The company failed to file its quarterly reports in a timely manner.

Young Diamantaires
SourcingApr 24, 2025
Young Diamantaires Transition to Nonprofit

The organization also announced its board of directors.

Mined + Found "Hope" Matchbox Locket
TrendsApr 24, 2025
Amanda’s Style File: So Charming

Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

Bulgari’s expanded factory in Valenza, Italy
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in Italy

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

Carmelo Anthony and Jaylen Brown David Yurman campaign
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

National Jeweler columnist Lilian Raji
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of Mouth

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

Tiffany & Co. Strong Like Mom campaign
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day Campaign

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy