EndorsementRadio.com

In the world according to Scott, here are four scenarios where you should strongly consider endorsement radio:

1. You’re introducing a new product category…something that needs to be explained. I really think Vonage would have been served well by starting with endorsement radio. Their initial ads were baffling to me. What percentage of Americans know what VOIP is? The endorser could have simply said: Vonage…they use technology to make your long distance phone calls cheaper and better, guaranteed. I use it, and you should, too.
2. You’re not a well known brand and need the credibility of a known brand (radio personality). Areas that need a lot of credibility, I think, include financial services, legal services, anything involving children, anything involving your identity (congrats, LifeLock, on a brilliant campaign), health services, and contractor services.
3. There’s a lot of competitive clutter. I don’t know why companies in hugely competitive environments don’t use radio endorsements more often. Every commercial sounds the same in automotive, fast food, business services, phone services, travel…even the humorous ones. An endorsement cuts through the clutter quickly, IMHO. Why, for example, isn’t travelocity using endorsement radio? Expedia? Anyone?
4. You need to regain your reputation. How about borrowing some credibility, hmmm? Jiffy Lube I think is doing it successfully after some negative press recently. I just saw a funny online video about Verizon. Bet they could use some credibility about now.

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