People don’t care about your brand
Here’s how to make them care and buy from you
No one cares about your brand.
That might sound harsh but it’s true.
Yes, it’s true that they might well care about a problem your product or service solves for them… but they don’t care about your brand.
So, give them a reason to care.
You need to…
Build a rapport with them…
Resonate with them...
Show that you hear them…
Of course, this is true of all marketing communication, and radio/audio advertising is no different.
The common mistake
Contrary to how many brands promote themselves today, just bleating on about how great your product is will not change the fact that the vast majority of people just don’t care about your brand.
And the minority of people who DO actually care about your brand do so because they are genuinely pleased you exist. And I’m pretty damn sure it’s not because they love the way you list your multiple product benefits. Or because of how frequently they’ve seen your pop up ad while they’re online.
Yes, of course, bottom of the funnel (i.e. rational and tactical) stuff is important in driving sales, but it’s not how you build brand consideration and connect in a meaningful way with your customers.
Any person who cares about your brand does so because of how you’ve made them feel either through a direct interaction with you or through your marketing and advertising.
Bring the emotion
So when it comes to your radio/audio ad campaigns, connect with the listener on an emotional, not just a rational, level.
Resonating with people on an emotional level is what builds a brand, not to mention customer loyalty.
And when I say emotional level I don’t mean you always need to tug at heartstrings (although there is a time and place for that), what I mean is bring the human touch to your ads.
After all, as we know, people tend to buy from people - so be human.
Express the value you bring to your customers' lives in a context that resonates with them on an emotional level.
For example, if your product saves people time, don’t just talk about how many hours they’ll save. Instead, talk about, or creatively illustrate, all the fun things they’ll be able to do with the extra time they’ll have as a result of using your product.
Get your customers to care
You get people to care about your brand by…
And the best audio work does all three.
Have a listen to this:
Dexcon - Fist Bump by McCann Birmingham
Why this ad works well
The creative idea behind this ad lies at the very heart of the product’s benefit. Plus, they reward the listener with a nice, and very relevant, gag at the end that ties everything together.
There’s authenticity between the truth of the product and the creative idea which makes it easy for the listener to buy into the message and care about the brand.
I can, in all good conscience, bleat on about how excellent this commercial is because we didn’t produce it - so there’s no bias here! Just honest appreciation!
Here’s another example of an audio ad that does a good job of connecting on an emotional level…while at the same time delivering product benefits…
Anyone who’s ever been in a long-term relationship will appreciate the scenario in this radio commercial.
In this example, Ford nicely taps into a shared experience of their target audience in a humorous and entertaining way.
The brief is clear and there’s a robust understanding of who their target customer is (and more importantly, who they are not - i.e. this is NOT a car for petrol heads), and they’ve leveraged a truth that resonates with their target audience and leaves them thinking ‘this brand gets me’.
Technology will constantly evolve, but one thing will remain constant - people will always crave human connection.
Radio is the original people-person media channel. Therefore audio/radio ads, that are done well, present brands with the perfect opportunity to connect with people in a truly meaningful way.
So remember, you stay human, San Diego!
(Can you tell I’ve watched Anchorman recently…?!)
Don’t be shy
If you found this post helpful, let us know by dropping us a line in the comments. And feel free to share it with anyone considering doing an audio/radio campaign.
Get in touch
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