Two Tips for Endorsement Spots for Supermarkets

Two tips for endorsement spots for supermarkets
From McVay Media News/Talk Specialist Holland Cooke

‘Hard to believe, but – as recently as ten years ago – live spots were scarce. With radio consolidating, multi-station buys often involved the same creative airing across the cluster...a practice we now know NOT to be wise. Some stations in the cluster don’t have any announcers. And there was something “safe” about pre-recorded copy. No DJ dummy faux pas.

More recently, we’ve heard the power of well-done live spots, by local personalities who take a lesson from Paul Harvey and Howard Stern and Rush Limbaugh. When Sean Hannity touts Ruth’s Chris Steakhouse, I crave filet.
For my “Tips for Endorsement Spots” -- including specific, proven copy points you can use to slam-dunk new business -- hit www.HollandCooke.com. Click “Update for Sales.” No charge, no password, no spam.

Local radio can be the most effective ad medium for local advertisers defending share against “big box” competitors, in any category. And lately, in my travels, I’ve heard supermarkets using radio – especially Talk radio -- to do just that.

In an industry where so much money is spent on double-truck newspaper ads that are price-and-item info-overload, smart independents are using local radio pitchmen/women to differentiate, by emphasizing service, selection, location, convenience, and a-less-impersonal shopping experience.

Copy tips:

Work both sides of the brain. Don’t dismiss this as mumbo-jumbo. One brain hemisphere processes facts, the other processes feelings. Flex both, and you’ll have the listener’s scalp tingling.

For the RIGHT brain: Describe how-something-you-purchased tasted. Let ‘em feel that little drool on your chin when you bit into such a ripe peach. Call it “FARM-FRESH,” and make availability sound like a brief perennial opportunity.

For the LEFT brain: Tout some pedestrian aspect of the shopping experience. You’ll resonate by mentioning how quickly you were able to check-out. The busy, mobile young adults whom advertisers want to meet HATE waiting. Or if there’s a checkout aisle with no candy and no tabloids, tell soccer-mom about it. Covered parking? Make THAT your first-and-last line on a rainy day. Sound relatable: “IF YOU’RE AS BUSY AS I AM, YOU WILL APPRECIATE [name of store].”

Allude to your own recent shopping experience. “I WAS THERE YESTERDAY!” Credibility is the key to endorsement spots.