11-1-2013
Want listeners to remember the advertiser in the commercial? Sure you do. Try using mnemonics?aids to memory.
How about the name of the store, service, product, owner? Hear any rhymes, plays on words, metaphors? For a campaign for Wright State University, we used ?Make the Wright choice.? Simplistic? Yes, but it worked.
Do any characters, accents, voices come to mind? How about a particular kind of music, or sound effect? There was radio campaign for Corbett Canyon which echoed ?Canyon, Canyon, Canyon? whenever the name is spoken by any of the characters or announcer. Even if you couldn?t remember the whole name, you might have just asked for the wine with ?canyon? in its name.
We created a very successful spot for Anderson Elerding Travel, that used a bell to emphasize the name Eler-?ding.? The client even used a visual of a bell in their print ads.
Building a direct response spot around the client?s phone number? Can you make it rhyme? How about singing the number?
Sure, some of these are downright corny, but they stick in the mind. We all have mnemonics lurking in our brain cells from years ago. I don?t think I?ll ever forget ?It?s ?Cott? to be good!? from New England?s Cott Beverages and ?What color Orange Ford do you want?? from Albany?s Orange Ford.
In every case, these devices make the spot unique to that client. You couldn?t just substitute another advertiser?s name in the spot and have it work.
Find ways to link the advertiser with a sense ? taste, smell, sight, hearing, touch ? and you?ll create a hook for the listener?s memory to hang on.
Want a proven way to break writer?s block for free? Email me jeffrey@hedquist.com and I?ll send you a way to use an old Saturday Night Live sketch to create a powerful radio campaign. No charge.
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