Used correctly, advertising on radio can be music to the ears.

As with TV advertising, radio advertising can reach a captive audience with a broad and targeted communication. But at less cost. Whilst by no means cheap, radio has long been a favoured advertising medium amongst South African marketers and those using it correctly will invariably see results. The challenge facing advertisers is not so much one of whether to use radio or not, but rather which radio stations to advertise on. With many established stations to choose from (Kaya FM, 5FM, Metro FM, 702, Cape Talk, OFM, YFM, Classic FM, Radio 2000, SAFM, East Coast Radio etc) and many lesser-known stations added to the mix (Capricorn FM, Kasie FM, Chai FM, Ukhozi FM, Lesedi FM, Algoa FM etc) - and most offering advertising packages - the inexperienced marketer can have a tough time deciding. Approaching radio stations directly and requesting representatives to come and see you to take you through their rate cards and packages is obviously an option. It is, however, not a good one for the simple reason that the stations in question will want your business and tell you what you want to hear. Hardly objective. And probably biased. Fortunately, there are independent media agencies out there who, being independent, are able to scrutinise advertising rates and packages and, based on your marketing budget, marketing objectives and target markets, recommend those best suited to you. What’s good about this is that you get an expert opinion, delivered objectively. I work with one such media agency. (Currently Media Agency of The Year). By contacting me, I can put you in touch with them and brief them on your requirements. So long as they get to plan and buy your advertising, their services come to you at no cost. Then to the question: how to advertise on radio? There are various options available: you could go the conventional route of buying fifteen, twenty or thirty second spots. You could look at a sponsorship, where you could in effect sponsor a traffic report or news bulletin. Or you could go for “live reads” where your radio script is read by a John Robbie (for instance). There are upsides and downsides to this. One of the upsides is that you save on the costs of producing a radio commercial whilst another is that the commercial comes across as being endorsed by the radio station. The downside? Live reads generally cost more to flight than produced spots. Radio advertising is often touted as “theatre of the mind” as it has the unique ability of being able to paint a picture in the mind of the listener. As an advertising medium, it’s one you can have fun with. All the more frustrating therefore to have to listen to so many radio commercials these days that are sub-standard. There’s an old saying in advertising and it’s as true now as it was then: “The consumer is not a moron. She’s your wife”. (Or put another way, “The consumer is not a moron. He's your husband"). By getting me in, I can script your commercial (intelligently), have it produced (professionally) and arrange for its flighting (through the media agency I work with).

 

In the meantime, here are a few radio ads I’ve recently scripted:

Script 1

HUSBAND WALKS IN FROM GOLF.

WIFE (VERY SOLEMN)

Rajiv, we need to talk.

HUSBAND (CONCERNED) PUTS HIS CLUBS DOWN.

WIFE

Things are tough. Very tough.

So the golf is going to go.

HUSBAND (DISAPPOINTED)

And the trips to Durban.

HUSBAND (MORTIFIED)

And we’re going to have a change of eating habits.

HUSBAND (HORRIFIED)

But there is good news Rajiv. Here.

SHE HOLDS UP A 5KG PACK OF KING’S BASMATI RICE.

King’s basmati rice. For what it costs for a 5kg pack, it’s the best value for money.
So we don’t have to give up our basmati.

HUSBAND (HUGELY RELIEVED)

FVO: King’s select basmati. Who needs golf anyway?

 

To listen to the recorded commercial, click here.

Script 2

A WOMAN WALKS INTO A SHOP IN FORDSBURG

I’m looking for King’s Basmati.

OLD MAN BEHIND COUNTER LIFTS A 5Kg BAG OF ANOTHER BRAND OF BASMATI

I have this basmati?

WOMAN

Does that look like King’s?

Does it taste like King’s?

SHE’S WORKING HERSELF UP

Does it cook like King’s?

THE OLD MAN IS NOW FLUSTERED AND CALLS TO THE SHOP OWNER IN THE BACK

Ajib, what is this King’s?

MVO: King’s select basmati. Now at a very good price wherever you do your shopping.
Or in most places you do your shopping, anyway.

 

To listen to the recorded commercial, click here.

Script 3

FATHER WALKS IN DEPRESSED.

I just can’t find it. No matter where I look. Not a thing. I’m bleak. Depressed. It hasn’t been a good day.

SON

Father, don’t be so glum. Here try this.

HE HANDS HIM A BOWL OF KING’S BASMATI RICE.

FATHER, INSTANTLY CHEERED;

But this is it Ali - this is what I’ve been looking for..this is King’s!

SON (COOLY, AND UNIMPRESSED)

It’s just a basmati, Father.

FATHER:

But not just any basmati, Ali. It’s the best basmati.

SON:

Oh.

MVO; King’s select basmati. Now at a very good price.
Know where to look and you shall find.

 

To listen to the recorded commercial, click here.

Script 4

TWO FISHERMEN ON THE ROCKS AT UMHLANGA

SANJAY: Raj, this fishing’s for the birds.

HE’S DISCONSOLATE. SEAGULLS MAKING A HECK OF A NOISE IN THE BACKGROUND.

Not a bite man – and we’ve been here the whole day.

A SEAGULL SUDDENLY DIVE-BOMBS HIM GIVING HIM A HELL OF A FRIGHT

Hey, hey!!! (AS HE TAKE COVER AND THE GULL FLIES OFF IN A FLUTTER OF WINGS)

HE GATHERS HIS THOUGHTS AND BECOMES GLUM AGAIN.

Nothing to put on the table tonight. The family are not going to be happy.

RAJ; A serving of King’s basmati Sanjay and all will be right as rain.

A SUDDEN ROLL OF THUNDER, FOLLOWED BY A SMATTERING OF HEAVY RAIN DROPS.

SANJAY: Good Golly Raj, is there anything you don’t know?

THE HEAVENS OPEN AND THE BIRDS TAKE TO THE SKIES.
THE TWO FISHERMEN QUICKLY OPEN THEIR UMBRELLAS.

MVO: King’s select basmati. For what it costs for a 5kg pack,
you won’t have to fish for your supper any longer.

 

To listen to the recorded commercial, click here.

 

If you’d like me to contact you about your radio advertising requirements, please call me on my landline number 087 805 9977 or 083 444 9888. Alternatively, email me on [email protected] with “Radio Advertising” in the subject line. I’ll get back to you just as soon as I can.