8-Sep-09 10:15 AM CST
Radio Advertising: Celebrities vs. Real People
We’ve touched on this before, whether or not to connect a celebrity to your product. Sometimes it works and sometimes it doesn’t. But here’s a safe way, not to mention a much less expensive way to incorporate a personal sales pitch into your radio campaign. Use the people who use your product. Throw away the scripts and let them tell their story in their words, from their heart. It’s amazing what you will find out about who you really are and what your brand really stands for. People don’t and can’t lie about their experience. We’ve launched several radio campaigns on this premise. This article from Forbes, titled In These Ads Customers Are The Celebrities, written by Helen Coaster and Laurie Burkitt, does a great job of explaining the concept.
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Source: Radio Lounge
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