What ingredients do you need to make the perfect audio advert?
Who are you talking to? What do you want them to do? Why should they do it?
Three very important questions that form the backbone of a successful marketing campaign, but it has to be, “who are you talking to”, that’s the standout selling point.
Knowing who you want to target means the creative idea can be specifically designed with this audience in mind; ultimately connecting them to a brand through emotional attachment. This attachment is crucial in advertising as research has proven time and again, the emotional response to an ad greatly influences consumers’ intention to buy.
So, how do we make sure we engage the right people with the right approach?
Well, it’s a lot like baking a cake - combining the right ingredients to form the perfect spongy treat.
Bakers are you ready?
For this tier of the cake, we need to establish how we want the customer to feel. Are we trying to project urgency and excitability? Do we want them to feel pensive and contemplative? Or is it the shock factor we’re leaning towards? No matter which feeling we go for, it’s important to really mix in the mood leavening, because there’s nothing more uninspiring than a piece of audio that’s as flat as a pancake.
This is the jam that sticks the cake together, and it isn’t as simple as dolloping any old tune into an advert and watching sales rise. It’s a much more nuanced process. Finding the right tune that suits your brand’s image, and appeals to your consumers taste, is key. If your company is selling ‘Over 50s life insurance’ - and you’re looking to use a track as a brand sound - you’d probably need to avoid anything by Skepta or Skrillex, no matter how cool they might be. You should also avoid sombre and melancholic songs as they’re likely to trigger a negative response. A much tastier filling for the life plan would be something lighter and more jovial.
The top layer is made up of appropriate sentence structure and grammar for your audience. If an audio ad starts with someone saying, “In that outfit, you be drippin’. No cap,”[*] Gen Z would quite easily see it as a compliment. Someone born before the 00s however, would most likely scratch their heads thinking they’ve sprung a leak and lost their hat. Slang’s not the only thing that needs to be considered though, writing in a natural and conversational way allows the ad to be much more engaging than a string of ‘hard sell’ buzzwords that the average person can’t easily digest.
The icing on the cake is the voiceover. Would the advert be better suited coming from a male perspective, or would a female resonate with the consumers more? Then there’s style. Do we want a sultry voice, or are we looking for an epic approach? What about the accent? Should it be neutral, or would a regional touch be preferred? Another thing to consider is quantity. How many voices do we need to bring out the flavour of the audio?
Once all of these ingredients have come together, what’s left is the perfect recipe for making ‘a highly engaging and targeted,’ advert cake.
And Get Carter Productions – the audio advertising bakery (or in more conventional words, the audio advertising specialists) - are the best audio bakers in the business.
You tell us who you’re targeting, along with what you want them to do and why they should do it, and we’ll bake an audio advert that triggers a powerful emotional response that will have your customers salivating for your product or service.
[*]In that outfit, you look really cool. Seriously.
