The simple answer to this is - our radio commercials work but it is also about repetition. Unlike print advertising where repetition has an initial high then diminishing response rate, radio commercials have the opposite effect with response rates building slowly to begin with and increasing over time.
There are three main components to a radio commercial campaign.

• Understanding your product and your target market.
• The message you want to convey to your audience about your service or product.
• When, where and how often your commercial is played and over what period.

Get them right and you have a successful radio commercial on your hands - wrong and you have mud on your face. That's why you need to speak to Space City.

Research shows that a well produced radio commercial can return 500% more responses than commercials that have lost the plot.

Our first job is to determine exactly what you want your commercial to achieve. If you are looking for brand awareness, expect it to take time, run your radio commercials in conjunction with either television advertising or press advertising or both. If your business is Internet based or reliant on respondents visiting your website, make sure your Internet site doesn't let you down. All too often, a successful radio commercial can be let down by a poor performing website.

If you are expecting your radio commercial to create immediate sales, ensure that your offer is powerful and ensure that your message is strong and clear. Use easily remembered Free-phone numbers and website address. At Space City we can guide you past all the pitfalls that the inexperienced can fall into.

Space City know that attention to detail is imperative in the production of a radio commercial. Choice of music is important, get it wrong and it is worse than not having any music. We can ask one of our composers to write a piece of music especially for your commercial or you may wish to use a well known piece of music. All commercial music is copyrighted – if you launching a new headache tablet and want the Beatles singing Maxwell’s silver hammer, this will be expensive to license.

Celebrity voices that people instantly recognize ands trust obviously cost more than an unknown actors voice. We can advise you of the benefits and drawbacks to each and help you come to the right decision.

When the time comes for us to present you with our ideas – judge your commercial on how it sounds not on the script. We have 30 or 60 seconds to convey a powerful message that will make people react. Bear in mind that it may take 6 seconds to say a telephone number – you don’t want it rushed or garbled or repeated twice.

We don't try and provide too much information as this can be confusing. One offer, one telephone number, one website address. We have produced radio commercials for some of the biggest household names. Companies that became household names with our assistance.

It takes time to get a script right and a lot of experience to produce a commercial that will work. Commercials that are slung together quickly sound unprofessional, sound cheap and will usually get the listener switching channels when they hear it come on for the second or third time. We produce radio commercials that encourage listeners to concentrate on the message because they identify their own needs and want to absorb the contact details.

A radio commercial is limited only by the imagination of the listener. A commercial needs to paint a clear picture but it must be relevant to the product or service it is promoting. Too many commercials try to be too clever and lose the plot halfway. This can happen with television advertising too, the advert may make people laugh but they remember the joke and not the product.

We know that people listen to the radio as background company whilst doing other things. Don't expect every respondent to log onto your website immediately or down your details the first time they hear the advert. Listeners know that your advert will come around again. However, if you have an easily remembered website address, people who are sitting in front of a computer are likely to log onto your website immediately. If your current website address is not suitable, this can be easily remedied.

Radio stations that have larger listening audiences obviously cost more to advertise on than smaller radio commercial stations.

RAJAR provides information on a quarterly basis on the statistics of every UK radio station’s listening audience. We can recommend a media buying company who have access to this information who can advise you how best to spend your advertising budget, which stations, how many listeners per week, age, gender and income bracket and what times of the day they are listening.

If you are a small business trying to reach a local audience and expecting them to travel, then your local commercial radio station is an obvious choice. If you are planning a wider or national campaign then the services of a media company are essential. The media company will book your advertising slots with appropriate radio stations based on these statistics.

The most important things is to speak to us before you make any decisions based on misconceptions about how a radio commercial campaign should work.