Recently, Heart FM held a course called ‘Brand Pulse’ and training was done on how to advertise on radio, a tour of their commercial radio station and what goes in to making an advert.
Golden rules of Advertising includes keeping it simple, make your commercial believable, develop a strong brand and positioning statement, use radio to its strengths, be relevant and authentic, be conversational, never over promise, aim for an emotional reaction and get your main benefit across in a memorable way.
Customers buy based on the benefits, not the features so the trick is to translate each feature into benefits and use these as a selling tool to close a deal. Example: Hirsch’s products are Quality- We would say to the customer- the product will save them time and money because the product will last you a long time.
The buying cycle includes Awareness (This is when advertising comes in), Interest, Consideration and then conversion (Buying the product). Without one of these three things, you will not sell the product.
A part of the task was defining the target market- I best defined it as the age group from 25 to 65 years, mainly women shoppers, Middle to high income, customers that believe in Honesty, trust and integrity and new home owners. They adviced that the best is to narrow the target market down as much as possible.
We were tasked to create a focus or piece for radio- I created three- ‘Quality appliances for quality people’, ‘Imagine your dream home and make it a reality with Hirsch’s’ and ‘Taking service to the next level with innovative appliances designed just for you- Hirsch’s bringing style to your home.
The benefits of advertising is it encourages foot traffic, generates sales leads, educates consumers, aids in product recognition, identifies locations and attracts, motivates and educates staff.
In the end, we were all asked to create an advert from start to finish. The course was very informative and educational.