would you like to know why your advertising never works?
TRANSCRIPT
Plus - 2 things people really want from advertising
Would you like to know why
your advertising never works?
Plus - 2 things people really want from advertising
The average customer’s attention
span is only 8 seconds
Note to self: don’t touch these
buttons
Theof
spannds
average attentiona goldfish is 9 seco
Attention Deficit is now the New World Order
What has the shrinkage in
attention done to
advertising?
(this guy is a Facebook Ad)
80% of Facebookads are Ign
ored
source: Reuters & Ipsos Public Affairs
Consumers are 3x more likely to pay attention to the speed limit than they are a TV ad.
source: Adobe
You’re more likely to birth twins than
click a banner ad
source: Solve Media
(statistically speaking)
Maybe more entertaining
ads would solve the
ATTENTION - LESS
problem ?
after all, funny ads are more memorable…
(Yea!)
source: Ace Metrix
…but less likely to makeyou want to buy
(Yea!)(Booo!)
source: Ace Metrix
Humor attracts attention but can’t steer it
anywhere
But rudderless ads are only 1/2 the
problem…
…No One believes what
your advertising
claims
(yeah, that’s a problem too)
a recent survey asked respondents if they believe
ads exaggerate
source:Lab 42 76%bad news
think half or more weight loss ads are photoshopped
(we’re that good with layers)
96%
source:Lab 42
no one cares - no one believes…how can we fix your advertising?
People want
2 things
from your advertising:
People want
2 things
from your advertising:
Tell - Don’t Sell
Let someone else tell your
Story for you
73%of respondents believe advertising should
tell a unique story instead of selling
source:Adobe
every business has one
(even yours)
just don’t keep repeating a boring one
Make your customer the star of the show!
70% of people trust recommendationsfrom people they know
source: Nielsen
Customers
BELIEVEwant to
They WILL pay attention to
Advertisingyou
r
They just want to hear about you from a friend
?ial
Intimacy
SocialDo you know which medium inventedDo you know which medium invented
60%of listeners consider a DJ like a friend^
RADIO
source: research at the University of Southern California
When a radio host recommends your business, it carries more weight than:
website ads sponsored
Facebook & Twitter ads
email pitches
mobile ads
source: research at the University of Southern California
In fact, listeners weigh a radio host’s endorsement equal to that
of their friend’s
source: research at the University of Southern California
Overtrust brands that a radio host talks up50%
source: research at the University of Southern California
60%More than 60%will likely tell othersabout what they hear
source: research at the University of Southern California
When a national radio host endorsed a credit card
company…
When a national radio host endorsed a credit card
company…
26%…awareness of the product increased 26%
source: research at the University of Southern California
The # of listeners who said they were more likely to buy the product
DOUBLED
The # of listeners who said they were more likely to buy the product
DOUBLED
source: research at the University of Southern California
endorsed ads work locally tooendorsed ads work locally tooRA
DIO
RADIO
A wireless carrier used
local DJ Endorsements in
18 test markets
When the RESULTS came in…When the RESULTS came in…
Listeners likelihood of purchasing increased
33%
source: research at the University of Southern California
What should you
remember?
Advertising Fails Because:
#1 The consumer isn’t paying
ATTENTION
#2 No one BELIEVES in your
ads
review
ways to revive your advertising2Tell -
Don’t Sell!Tell -
Don’t Sell!
Let someone
else do the talking for
you!
Let someone
else do the talking for
you!
review
reviewEndorsements by a radio personality
work because:
The audience considers the DJ a
FRIEND
1
People TRUST recommendations
from friends
2
Take Action Now!
Take Action Now!
Choose an audience you want to advertise to
Secure an endorsement from a local Radio DJ
We own 22 Radio Stations in Oklahoma and New York
Our Radio Stations represent a variety of formats
We own 22 Radio Stations in Oklahoma and New York
We have Radio DJ’s ready to endorse
your business
Our Radio Stations represent a variety of formats
Contact us:
800-540-5369
We have Radio DJ’s ready to endorse
your business