"Dan O'Day shares his take on when an advertiser should include a phone number in their radio spot:
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John Cortes's Discussions
30 Second ad, Mentions?
Started this discussion. Last reply by Rod Schwartz Jan 9, 2012. 9 Replies 0 Likes
Hey Folks, just wanted to ask a quick question... in a 30 second commercial, how many should the company's name and number be mentioned? minimum? Thanks! JohnContinue
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Joe Lyons replied to John Cortes's discussion '30 Second ad, Mentions?'"Yeah, I forgot that part, Rod. Why, if the car dealer wants warm bodies on his lot, does he want the phone number in his spot. Tell the folks WHERE he is. And keep it simple. "First street at the freeway", is good. Street addresses are…"
Joe Lyons replied to John Cortes's discussion '30 Second ad, Mentions?'"Travis,
I agree 100% about phone numbers. They are a waste of airtime. People in cars, where a lot of our listers are, don't have note pads and they won't remember a number rattled off in the last 5 seconds of a spot.
And yet, as the sales…"
Jack Walker replied to John Cortes's discussion '30 Second ad, Mentions?'"As a rule, we use the client name and tag line once at the very end of the ad. We never use a phone number unless it's very easy to remember. We never use a phone number AND a website. Pick the action you want the customer to take. "
Jeffrey Hedquist replied to John Cortes's discussion '30 Second ad, Mentions?'"Rod,
You pretty much nailed it. Especially the one call to action. For a number of our clients who want to have a phone number and a URL (and their schedule is hefty enough to allow this to work), we'll do 2 identical commercials with the phone…"
Rod Schwartz replied to John Cortes's discussion '30 Second ad, Mentions?'"What do you want the listener to do after hearing the commercial? Go to the store? Visit a website? Call for more information? Whatever the call to action, a single, memorable point of contact usually is best.…"
Joel A. Swanson replied to John Cortes's discussion '30 Second ad, Mentions?'"No set rule here; but IF you write a strong commercial that holds the listener's attention, Name and Website address only needs to be mentioned once; at the end."
Travis Reeves replied to John Cortes's discussion '30 Second ad, Mentions?'"John,
The client should be mentioned at least 3 times. If it is a co-op commmercial it can't be mentioned more times than the co-op brand. As far as phone numbers, forget it, for every number you have to say, you can say a word to sell…"
Jingle Jim Reilly left a comment for John Cortes"John,
I send out a radio sales tip newsletter called The Jingle Of The Week to members of Radio Sales Cafe. May I send you a copy? If you'd like to receive the free sales tips, just send me back your email address!
RSC does not…"
Rebecca Schwartz left a comment for John Cortes"John,
Welcome to Radio Sales Café, and thank you for joining us! I hope you'll find the site a useful resource. If you have any questions, please let me know.
Also, if you're on Facebook and/or Twitter, you might like to…"
Todd Jensen replied to John Cortes's discussion '30 Second ad, Mentions?'"Personally John, and I know there are those who will disagree, I don't believe in any set rule on how many times, especially on the phone number. Often I completely avoid phone numbers. I mean seriously who has a pen in hand at all times to…"
John Cortes posted a discussion30 Second ad, Mentions?
Hey Folks, just wanted to ask a quick question... in a 30 second commercial, how many should the company's name and number be mentioned? minimum? Thanks! JohnSee More
Profile Information
- What radio station/company are you with?
- Advertising in general for a company in greenville SC
- How long have you worked in the radio sales industry?
- less than a year.
Comment Wall (2 comments)
- At 7:50am on September 8, 2011, Jingle Jim Reilly said…
John,
I send out a radio sales tip newsletter called The Jingle Of The Week to members of Radio Sales Cafe. May I send you a copy? If you'd like to receive the free sales tips, just send me back your email address!
RSC does not provide email addresses ... I'll need your email address to get started.
Jim Reilly
American Music Concepts
JingleJim@AmericanMusicConcepts.com
732-2551-504
- At 11:09am on September 5, 2011, Rebecca Schwartz said…
John,
Welcome to Radio Sales Café, and thank you for joining us! I hope you'll find the site a useful resource. If you have any questions, please let me know.
Also, if you're on Facebook and/or Twitter, you might like to follow RSC there (links on the right side of the page); we're constantly posting motivational quotes, sales tips & articles, ideas for promotions, etc., that are not found on the site per se.
Best wishes,
Rebecca
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