How To Advertise With Audio
As you know, ANN's addition of DAILY Aero-Casts
(often known as "podcasts") to our news line-up has become a
wildly popular feature of our news programming. Adding DAILY audio
products is an unprecedented move by the Aviation World's Most
Comprehensive DAILY News Service.
Our audio staff has been in the radio business for more
than 30 years now -- they've written, produced and, of course,
heard their share of commercials over three decades. But
Aero-Casting is a new technology, especially to aviation businesses
that generally don't advertise in the mainstream media. So here's a
quick Q&A on some of the particulars you might want to know if
you want to use this exciting new medium to get your message across
to our listeners.
Who Can Advertise On Aero-Casts?
Well, just about anyone, come to think of it. But you might
consider who you're trying to reach. Our audience is made up of
aviation professionals, hobbyists and enthusiasts -- so if you're
trying to reach a crowd of peers, this might just be the place for
your message. But consider the demographics generally associated
with aviation fans. They have above-average educations,
above-average incomes and are very technology-minded. They're both
men and women -- slightly more men -- between 25 and 74.
If you're trying to reach an audience like that, then it really
doesn't matter whether your product is aviation-oriented -- you've
got one of the most sought-after demographics in the business right
here at Aero-News.
How Much Time Do I Have To Get My Message Across?
We offer "spots" (yeah, it's an insider term
for "commercials") of either 30- or 60-seconds in length. That's an
industry standard and, while it doesn't sound like a lot of time,
it really is more than enough to get most messages across. A
30-second spot is about two paragraphs of typewritten copy. A
60-second spot is, as you might expect, about twice that.
What Do I Say?
Here's where we can help you. I suggest the following
- Boil your message down to a single sentence of no more than 30
words. Then expand on it until you've written a few paragraphs.
Keep your idea simple and center it on that one sentence. Make sure
you include your organization's name and contact information as
well as your message.
- Remember that the purpose of advertising is to motivate. You
want the listener to do something, go somewhere or come around to
your way of thinking on a particular issue.
- Keep it simple. I can't stress that enough. Write short,
declarative sentences and make it VERY conversational. Remember,
you're talking to friends here.
- When you've written your spot, grab a stopwatch and time it.
Remember, if you want to use music or sound effects (use the
effects sparingly), they take extra time.
- Your message can take the form of a direct, one-on-one appeal
to the listener. It can also be something like a skit, where the
listener is a fly on the wall. You can use one voices or
Get A Second Opinion
When you've written your commercial, run it by a friend. If your
friend "gets it," then you've probably written an effective spot.
But to be sure, find a sympathetic ear that's not attached to
someone in your organization.
Aero-News has a full staff of media professionals who are able
to hone your message until it's razor-sharp. Even if you've only
sketched out the bare essentials of your spot, our staff can work
and rework it until you've got a world-class commercial that
perfectly suits your intent.
Repetition is the key to radio (or Aero-Cast) advertising. When
you consider how to schedule your spots, remember that repeating
yourself is a good thing. Industry wisdom says, "Tell them what
you're going to tell them, tell them, then tell them what you told
them." In other words, a listener needs to hear your commercial at
least three times before it begins to sink in. The beauty of
Aero-Casting is that you can afford to do that much more so than
you can with general media.
Mix It Up
Consider a mixture of audio and print advertising with
Aero-News. That way, you're reaching our entire audience.
Aero-Casting allows listeners to pick and choose exactly what
they want to hear. That means they're already inclined to receive
your message. Now, all you have to do is get it to them.
Have More Questions?
Drop me a line. I'll be happy to help. You can reach me at firstname.lastname@example.org.