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Atricle Dump - Radio Advertising Commandments - Part 1
It occurred to me the other day, that so many people today liken their businesses to the way they eat - fast. Think about it. All over the web we are inundated with... make $1000's of dollars a day, make $10,000 a month, make a million by the end of the year. Everyone is looking for the magic formula or the magic bullet to get rich quick...fast. They want their business to succeed in the time it takes to get their hamburger or chicken sandwich. No wait, no delay of gratification. I want it now, and I want it without having to work at it. I want to sit back and rake in the dollars, my way. Those of us who have been on the web for the past six years, realize that just like the businesses we ran off the web, a web business takes time to grow. It is not fast food, but instead like an five course di
Ever listen to a movie trailer? Listen to the announcer. His job is to get you to see that movie. Whether you realize it or not, the impact of that voice lasts longer than you may be aware of.
You may remember the visuals, but it is the EMOTIONAL AUDIO IMPRINT that leaves you with a "I've got to see this when it comes out!" memory.
It is the same subliminal effect that radio can create.
The problem faced, is that most radio production quality can often be sub-standard.
Let's face it - the radio station cop
Most franchisees, about 60% of them, do not fully tell the truth during the application, candidate screening process or sales interview. Franchise Buyers need to concentrate on complete integrity during the sales process when purchasing a new franchise or buying out the rights and transferring an existing Franchise.For over a decade I ran a franchising company and was appalled and the number of lies I caught, in fact I got to the point to simply not trust anything anyone said during the buying and interview process. I'd have to say that a franchisee who misrepresents themselves ought to realize that that miss representation will adversely effect things like start-up cash flow, ability to manage, ROI, and operational costs associated with interest rates, equipment leases, and general operating cre
Q: How do I know if radio will work for me & why should I use radio?
A: I usually have gotten these questions when a client is afraid & can't stomach the idea of paying for an Advertisement that they can't physically hold on to. In other words, they think that if they can't SEE their Ad, then no one else can. They seem to have a hard time believing that a disembodied radio voice can move people to buy their product.
Yes, it's probably true that most advertisers get their feet wet with print advertising. Your typical print advertiser will place an Ad in a local weekly or daily newspaper and bingo, the next day - traffic. The results can be quite immediate.
Radio is a different animal and although it can work as effectively as print, it can be equally disappointing to a seasoned print advertiser.
Local radio advertising can turn off a new advertiser who expects immediate results, but it doesn't have to be this way. Here are 10 reasons why "immediate results" are hard to come by:
1) the spots were not aggressive enough
2) the offer was not strong enough
3) there was not enough weight (number of spots) booked
4) the wrong local radio station was used to reach the desired market
5) not enough radio stations were booked
6) only radio was used
7) spots were poorly placed throughout the day
8) the production was poorly executed or the wrong announcer used
9) timing of the campaign was off
10) the new client had no name recognition
This brings me to Commandment #1
Don't Underestimate The Power of Radio.
The voice is a wonderful thing.
Used properly, it can move you to tears, unleash a fury of anger, sooth both physical and mental pain, irritate you like chalk on a blackboard, hypnotize you into the most embarrasing behaviour, fire you up & motivate you to accomplish the most daunting tasks, fire up a nation to battle, seduce the most cold-hearted soul and yes, it can certainly convince you to happily part with your money.
In fact, the people who make radio production their livelyhood, are paid quite handsomely to get you to do things that are not on your priority list.
Ever listen to a movie trailer? Listen to the announcer. His job is to get you to see that movie. Whether you realize it or not, the impact of that voice lasts longer than you may be aware of.
You may remember the visuals, but it is the EMOTIONAL AUDIO IMPRINT that leaves you with a "I've got to see this when it comes out!" memory.
It is the same subliminal effect that radio can create.
The problem faced, is that most radio production quality can often be sub-standard.
Let's face it - the radio station copy
Many small business owners and managers will often say their personal assistant is invaluable to them yet they often treat them as if they're not.Day after day, week after week the P.A. is in the office, slogging away making sure the work gets done. In many instances it is the P.A. that holds the business / department together.Many of them are so conscientious they won't take time out and will stay at their desk until the work is done. Not only are they integral to the running of any business, their income and the way they are treated may not always reflect the importance of their role.JENNY'S STORYJenny worked for her current employer for three years and thoroughly enjoyed her role as Personal Assistant to the General Manager. They had a great working relationship.If
Yes, it's probably true that most advertisers get their feet wet with print advertising. Your typical print advertiser will place an Ad in a local weekly or daily newspaper and bingo, the next day - traffic. The results can be quite immediate.
Radio is a different animal and although it can work as effectively as print, it can be equally disappointing to a seasoned print advertiser.
Local radio advertising can turn off a new advertiser who expects immediate results, but it doesn't have to be this way. Here are 10 reasons why "immediate results" are hard to come by:
1) the spots were not aggressive enough
2) the offer was not strong enough
3) there was not enough weight (number of spots) booked
4) the wrong local radio station was used to reach the desired market
5) not enough radio stations were booked
6) only radio was used
7) spots were poorly placed throughout the day
8) the production was poorly executed or the wrong announcer used
9) timing of the campaign was off
10) the new client had no name recognition
This brings me to Commandment #1
Don't Underestimate The Power of Radio.
The voice is a wonderful thing.
Used properly, it can move you to tears, unleash a fury of anger, sooth both physical and mental pain, irritate you like chalk on a blackboard, hypnotize you into the most embarrasing behaviour, fire you up & motivate you to accomplish the most daunting tasks, fire up a nation to battle, seduce the most cold-hearted soul and yes, it can certainly convince you to happily part with your money.
In fact, the people who make radio production their livelyhood, are paid quite handsomely to get you to do things that are not on your priority list.
Ever listen to a movie trailer? Listen to the announcer. His job is to get you to see that movie. Whether you realize it or not, the impact of that voice lasts longer than you may be aware of.
You may remember the visuals, but it is the EMOTIONAL AUDIO IMPRINT that leaves you with a "I've got to see this when it comes out!" memory.
It is the same subliminal effect that radio can create.
The problem faced, is that most radio production quality can often be sub-standard.
Let's face it - the radio station cop
People naturally include trust and respect in their list of important values. Yet so often, at all levels, people complain that they are missing.Every human is a sovereign entity and is owned by nobody. Nothing but force can change that. Therefore people will choose to follow only those whom they trust and respect.Trust and Respect are earned by the consistent correct practice of value-based behaviour, including: -Treating all others as if they would wish to be treated. Being the behaviour they seek from others. Listening to what others have to say. Honouring others right to an opinion. Honouring all agreements whether written or spoken. Encouraging and facilitating others to contribute to the shared values vision goal or task. Recognizing and acknowledging others'achievements. Own
1) the spots were not aggressive enough
2) the offer was not strong enough
3) there was not enough weight (number of spots) booked
4) the wrong local radio station was used to reach the desired market
5) not enough radio stations were booked
6) only radio was used
7) spots were poorly placed throughout the day
8) the production was poorly executed or the wrong announcer used
9) timing of the campaign was off
10) the new client had no name recognition
This brings me to Commandment #1
Don't Underestimate The Power of Radio.
The voice is a wonderful thing.
Used properly, it can move you to tears, unleash a fury of anger, sooth both physical and mental pain, irritate you like chalk on a blackboard, hypnotize you into the most embarrasing behaviour, fire you up & motivate you to accomplish the most daunting tasks, fire up a nation to battle, seduce the most cold-hearted soul and yes, it can certainly convince you to happily part with your money.
In fact, the people who make radio production their livelyhood, are paid quite handsomely to get you to do things that are not on your priority list.
Ever listen to a movie trailer? Listen to the announcer. His job is to get you to see that movie. Whether you realize it or not, the impact of that voice lasts longer than you may be aware of.
You may remember the visuals, but it is the EMOTIONAL AUDIO IMPRINT that leaves you with a "I've got to see this when it comes out!" memory.
It is the same subliminal effect that radio can create.
The problem faced, is that most radio production quality can often be sub-standard.
Let's face it - the radio station cop
Sheryl Huenster is a self proclaimed dollar store junkie. The Clifton mother of four makes the trek to various fixed price stores within a ten mile radius of her white clapboard home two or three times per week.“I’m an addict. I admit it. I can’t go more than a week without visiting the stores, unless I’m on vacation. You better believe that when I go to the Jersey Shore I know where the all the stores are in the Toms River area,” she laughed.Years after the close of Woolworth’s and other “Five and Dime” stores, dollar stores are filling the void by opening up around the country, but they seem almost ubiquitous to New Jersey. Many of the stores are operated by immigrants who have a knack for buying low priced goods overseas and having them shipped to the U.S. to sell for a dollar a piece.
This brings me to Commandment #1
Don't Underestimate The Power of Radio.
The voice is a wonderful thing.
Used properly, it can move you to tears, unleash a fury of anger, sooth both physical and mental pain, irritate you like chalk on a blackboard, hypnotize you into the most embarrasing behaviour, fire you up & motivate you to accomplish the most daunting tasks, fire up a nation to battle, seduce the most cold-hearted soul and yes, it can certainly convince you to happily part with your money.
In fact, the people who make radio production their livelyhood, are paid quite handsomely to get you to do things that are not on your priority list.
Ever listen to a movie trailer? Listen to the announcer. His job is to get you to see that movie. Whether you realize it or not, the impact of that voice lasts longer than you may be aware of.
You may remember the visuals, but it is the EMOTIONAL AUDIO IMPRINT that leaves you with a "I've got to see this when it comes out!" memory.
It is the same subliminal effect that radio can create.
The problem faced, is that most radio production quality can often be sub-standard.
Let's face it - the radio station cop
Melbourne Business InformationBefore I tell you about doing business in Melbourne, let's take a quick look at the history of Melbourne... Founded by free-settlers in 1835, 47 years after the first European settlement of Australia, the famous Victorian gold rush of the 1850s transformed Melbourne from a small pastoral settlement situated around the Yarra River into a vibrant metropolis.So much so that by 1865, Australian’s were calling the city “Marvelous Melbourne"Melbourne even served as the temporary national capital from the Federation of Australia in 1901 until the construction of Canberra in 1927.The City of Melbourne (pronounced Mel-ban NOT Mel-bourne) is located on the south -east part of Australia and has the second highest population of any Australian
Ever listen to a movie trailer? Listen to the announcer. His job is to get you to see that movie. Whether you realize it or not, the impact of that voice lasts longer than you may be aware of.
You may remember the visuals, but it is the EMOTIONAL AUDIO IMPRINT that leaves you with a "I've got to see this when it comes out!" memory.
It is the same subliminal effect that radio can create.
The problem faced, is that most radio production quality can often be sub-standard.
Let's face it - the radio station copywriters are under the gun to write & produce dozens of spots a day & there just isn't enough time to write super creative & dynamic commercials. Even if the copywriter can squeeze out something really hot, there is often a lack of voice-over talent to make it happen. Let's not talk about the studio engineer's backlog!
This doesn't mean that you can't have an effective radio spot come out of a radio station. It just means that to make it more effective, you may have to go to a third party production house to get your spots professionaly produced.
This brings me to Radio Commandment #2
Get The Best Creative Production Possible
Why do you want the best creative possible? Well, there are several reasons.
1) it makes your advertising more effective
2) the cost of your campaign can actually be lower if more people respond to a better commercial, as fewer spots are necessary to make the same impact
3) better creative is more memorable.
4) strong creativity entertains and sells at the same time
5) powerful creative radio spots get people talking about the spot & consequently the product
"OK," you're saying, "but this sounds like it's going to cost a fortune!"
Nothing could be further from the truth. What will cost you a fortune, is a radio advertising campaign that falls flat because the production was not up to scratch!
Remember, advertising is an investment if you eventually get back more than you paid. It's a fortune if you don't get back anything!
In order to make sure that there's a payback, I highly recommend you look at all the variables and creative production is high on the list!
This brings me to Radio Commandment #3
Develop A Strategy & Stick With It
There are many ways to use radio. Short campaigns, long campaigns, image building, promotions, product launches etc.
The first thing to be aware of is that new advertisers have to develop name recognition with a station's audience. This isn't as important for long time advertisers who have used other media, but it is crucial for first-timers.
Well known advertisers are seen as reliable and trustworthy. The longer you advertise, the more favour you win with listeners. It is like money in the bank.
I advise all new advertisers to start with an introduction campaign to highlight who they are, what their product is and the benefits of shopping at their store.
This doesn't mean
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