Radio creative
Why most dealer radio
sounds the same
Most dealer radio has the same problem.
Different store.
Different voice.
Same ad.
Big sale.
Huge savings.
Limited time.
Trade today.
Payments from wherever.
See dealer for details.
The market has heard it all before. That does not mean radio is dead. It means most radio creative is lazy.
Radio still works when the idea is sharp. It works when the message has a hook. It works when the listener can remember who said it after the spot is over.
That is where most dealership advertising breaks down.
The dealer may have a real offer. The inventory may be strong. The payment may be competitive. But if the ad sounds like every other dealer in the market, the message gets absorbed into the noise.
Radio is not just airtime. Airtime is distribution. The creative is what gives the media something worth carrying.
At BAM, we build radio around the thing the market can remember. Sometimes that is the offer. Sometimes it is the character. Sometimes it is the tension. Sometimes it is the way the dealership says what every other dealer is also trying to say.
The goal is not to be loud.
The goal is to be remembered.
BAM point of view
Dealer radio should do three things fast:
- Get attention.
- Make the offer clear.
- Make the dealership memorable.
If it only does one of those, it is not working hard enough.