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When to use phone numbers in a radio commercial


As a client one of the best things to do when you’re assessing your radio ad is to try and listen to it without your ‘client’ head on, and hear it as the customer hears it. So, if possible forget that you have a committee of stakeholders back in the office all expecting certain things to be in the ad, and instead listen to it as though you know nothing about the company or product at all. What is the key thing that you take from it? What are the important details to you as a customer? What are you going to remember about the ad?  Now, be brutally honest and ask yourself have you ever written down a phone number from a radio ad? The answer is more than likely ‘no’ and this is because we engage with radio advertising in a slightly different way. Radio is a background medium and is usually on when we’re doing something else – driving, painting the living room, making model aeroplanes. While we’re focusing on these other things there is really only one key message that we take from a radio ad, and the phone number won’t be it! We’re not going to stop driving or put the paintbrush down to scribble down the number, so why waste precious seconds on it? Radio should create the desire for people to find out more about the product. It’s brilliant for helping to build brand awareness rather than generating direct sales.

With that last point in mind, think about how relevant the phone number actually is to the sales process. If you’re a car dealer for example, then it’s highly unlikely that you’ll make a sale over the phone. In this instance what you want to do is get people down to the dealership to take a test drive, so the most important thing here is the name of the dealership. And this is something that people will find much easier to remember than a sequence of numbers. So repeat the name of the dealership and tell people where the dealership is – again in a way that is easy to remember. ‘For example you’ll find us on Longwood Road, beside the big Sainsburys.’ This will make more sense to people than ‘You’ll find us at 342 Longwood Road.’

Finally, if you’re still having trouble convincing the rest of your team to ditch the phone numbers, then carry out the following experiment. Ask them if they know what the phone number for their local cinema is. When they look at you as though you’re crazy and say they don’t know, then ask them how they find out what’s on and where it is. They’ll more than likely tell you that they Google it. Argument over!



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