Kathryn explains how audio advertising is a bit like the Crystal Maze.
I have to admit, working in audio advertising can be a bit like the Crystal Maze - and while skipping around the office in a leopard print jacket à la Richard O’Brien can occur - I’m mostly referring to the maze itself. Or more accurately, the Dome.
Sometimes you’ve collected sixteen crystals, giving you a leisurely one minute twenty to stuff a bunch of gold foil tokens in a box, while at others you’ve pocketed a measly two. Or in terms that relate to Get Carter Productions, sometimes we’re given weeks to write and produce a campaign, while at others we’re given days.
But you know what? When it comes to audio advertising, that’s more than enough.
Ok, there might be a bit more arm windmilling as time ticks away, but when the final whistle goes you can be sure that we’ll be standing victorious with 100 gold tokens (aka a highly effective advert)!
That’s because audio advertising has an exceptionally quick turnaround compared to other media, especially TV. Recording and editing audio is much easier than video due to the lack of visuals which means an ad can be ready for radio broadcast within days of being briefed.
This speediness allows brands to be reactive to any unplanned event. Whether faced with a surprise discount sale or breaking world news, audio adverts can be adapted quickly to meet the unexpected demand. This was perfectly demonstrated a few years ago when the country was put into lockdown at the start of the pandemic. Within days, audio adverts were tailored to fit the mood of the nation while other media marketing lagged behind.
Even post pandemic, the cost-of-living crisis and supply chain issues means that an immediate sales marketing approach has become just as important as a long-term brand strategy, and with its rapidity and versatility, audio advertising is the ideal platform for both of these approaches.
And of course, since we’re radio and audio specialists, Get Carter Productions is your perfect partner for any audio marketing. So, whether you want something made on short notice, or a brand campaign planned well in advance, we’re just the team to do it!
Now all that’s left is to ask us, “Will you start the fans, please!”
Kathryn
