Do you want listeners to remember the advertiser in a radio commercial? Sure you do. Try using mnemonics… audio aids to memory.
How about the name of the store, service, product or owner? Do you hear any rhymes, plays on words or metaphors? For a campaign for Wright State University, we used, “Make the Wright choice.” Simplistic? Yes, but it worked.
Do any characters, accents, or voices come to mind? How about a particular kind of music, or sound effect? AAMCO Transmissions has long spelled, “Double-A, M-C-O” as their radio ad closing.
There was a radio campaign for Corbett Canyon wines that echoed “Canyon, Canyon, Canyon” whenever the name was spoken by any characters or the 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 using a bell to emphasize the name Eler-“ding.” The client even used a visual of a bell in their print ads.
Are you building a direct response spot around the client’s phone number? Can you make it rhyme? How about singing the number, a la “Call 1-800-Steemer, Stanley Steemer your certified cleaner”?
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.
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