They’re already famous for ‘knowing computers’. To assist you in your quest to produce groundbreaking ads that yields an investment, Dial-a-Nerd Marketing Manager Jeremy Forsyth now helps you really get a handle on the medium of radio…

 Click here to listen to the Dial-a-Nerd radio commercial

1. Why do you believe radio is such an important advertising medium and why it is an important part of Dial-A-Nerd’s media mix?

The wide audience. Radio provides an excellent way to get your message out there to a large group of listeners, and the medium also gives you a great chance to show your brand’s personality. If people think your advert is plain, people can associate that same opinion with your business or product.

2. What was the motivation/reason for you embarking on this latest radio campaign?

Brand awareness. Dial a Nerd primarily assists people when they need help, and so the more people are aware that you are out there, the more likely they are to think of your brand when they need you.

3. Why was radio seen as the best vehicle to communicate your intended message and which stations did it flight on?

It was on 702. Radio can reach a large consumer base wherever they are, so it can be more effective than a billboard or print advertising. It also provides us with a specific regional reach which is invaluable to us given our focus target market at present.

4. What set the spot apart from other radio campaigns in SA i.e. interesting or unusual features that really made it work?

It is funny. Making someone genuinely laugh immediately sets you apart from the crowd.

5. How does radio compare with other media types?

It’s much more cost-effective given television’s much larger production costs. All you need for radio is a decent script and a good voice. Another of radio’s plus points, is that with television you automatically receive (and pay for) a national audience. With radio it is far easier to target specific regions. This suits us perfectly as we currently have a presence in Gauteng and the Western Cape which naturally forms our desired target audience.

6. Has there been any sales uplift since the ad ran and can you attribute that increase to the ad?

We have noticed uplift in sales figures but it is always difficult to quantify with an ad of this nature given that its primary aim is brand awareness. We do, however, ask customers how they heard about us when they call in.

7. In your opinion, is radio copywriting the most challenging of all the creative disciplines and if so, why?

Radio is simplified down to the bare essentials of simple spoken phrases. It is a challenge to communicate your message effectively without losing someone’s attention. Limited time also means you have to condense everything into a short burst that can still connect with the listener.

8. What would you say are the biggest challenges facing copywriters in terms of scripting radio ads right now?

Keeping adverts interesting and making sure they are not annoying. There are a lot of bland radio adverts out there following the same basic templates of the salesman talking about his product, or a forced conversation between two people about a product. To stick in people’s minds, you need be memorable without putting them off, setting your advert apart from the crowd.