Radio endorsements are a form of native advertising. Instead of (or sometimes in addition to) a pre-recorded radio ad played during commercial breaks, the on-air personality gives an endorsement of the advertiser’s product or business, tying in real-life experiences with your brand.
The home improvement industry is often more brand agnostic than other consumer markets. Large box stores can sometimes be viewed as interchangeable. Bags of mulch, sheets of plywood — most people don’t care too much about where they buy these things. Partly, they are right to feel this way. Construction materials are often standardized: a 2×4 will be more or less the same anywhere you buy it.
Partly, they don’t know why they should choose one business over the other. The logic of some construction materials being standardized affects their perception of all of a home improvement store’s offerings, and this causes a small amount of cognitive dissonance. People feel that there must be a reason to choose one business over the other, but they don’t know what it is. They may not fully understand how the home improvement industry works, and this includes everything from supply stores to contractors to repair companies.
Feeling confused, consumers long for someone to help them make their purchasing decision. But research shows that these feelings may make them less susceptible to traditional forms of advertising. But a radio endorsement is different — it is viewed as a more trustworthy source of information.
LISTENERS TRUST PERSONALITIES
In a survey, a majority of regular radio listeners stated that they felt that radio hosts are “like a friend who can be trusted.” Despite knowing they are hearing a paid ad, when it’s delivered by an on-air personality they trust, indecisive consumers are more willing to let their guard down, and more thoughtfully consider their message of the endorsement.
This is because they expect their host not to be unscrupulous in their endorsements. As such, you should never use a radio endorsement to deliver a dishonest message. Of course, you shouldn’t ever do that period, but since listeners place more trust in what their on-air personality says, they’ll have greater expectations about the quality of your business.
LISTEN TO YOUR PERSONALITIES
It’s a good idea to always let on-air personalities test your product or service before asking them to make an endorsement. Then listen to their feedback. These people understand their audience better than anyone, so they’re sure to have some quality insight into how a business should be endorsed.
It’s also good to take into account what kind of audience you are trying to reach. For example, if you’re business is preparing to run a campaign on building out a custom BBQ area and outdoor entertaining space, running an endorsement on a show with a higher income and/or male skewing audience might make sense.
As one of the many choices available to advertisers, there is a time and place for radio endorsements. Make sure you have a goal set before beginning your campaign, and use the advice in this article, and your next endorsement is sure to be successful.