March 10th, 2010
A client asked me to write some radio advertising scripts yesterday and his simple instruction was “just make them annoying”‘. Wow! I can do annoying radio scripts of course – but is that the right way to go with radio advertising?
Is there a point where a brand suffers because its cut through is so sharp, it begins to annoy people?
Speaking to somebody on the train this morning (always research your market but that’s another blog!) he said he would never visit the Go Compare website because he found the ad too annoying. So it was top of the listener’s mind but bottom of the listener’s intentions.
The reality is that there is just no reason why requests like ‘just make it annoying’ should be made with radio advertising scripts. In my experience, you can make ads that cut through and deliver distinctiveness without having to make them annoying.
Clever use of attention grabbing sound effects, headlines, phrases, characters or stories are all tools that can be used for likeability as well as standoutability.
We recently created a campaign for an Estate Agency which fused distinctiveness with charm, likeability with fun. We achieved BIG STAND OUT but I bet nobody is ‘annoyed’ by it (apart from the competition perhaps).
Because We Know Radio, we know how to make radio work. If you’d like to hear some more campaigns that deliver the ’stand out’ without the ‘leave it out’, get in touch with us at Radio Experts, we love to talk about radio advertising!
Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio agency. tim.cowland@radioexperts.co.uk
Tags: Go Compare, Radio Advertising, Radio Advertising Blog, radio advertising scripts, radio scripts, We Know Radio
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January 25th, 2010
Happy monday morning!
As more and more people are now listening to both DAB Radio and FM Radio, a device where you can seamlessly switch between the two is long overdue.
So I was pleased to see the news that Digital Radio UK are working with the major players in the industry such as Sony, Roberts, Frontier Silicon and more to ensure the smooth operation of devices that can link up in this way.
But is this integration enough though?
What about online Radio, Radio On Demand and the wider issues of delivering audio into our personal space? With people “browsing / tuning” into Spotify, We7, Deezer, Last.fm and using their own personal media players on the move and in their cars – surely a device which can successfully encompass all of these platforms will be the King and Master of Broadcast Audio.
Over the coming months many advancements in technology will help shape the future for the personal media device, this month alone we’ve seen some exciting previews of Google’s Nexus 1 phone and rumoured release of the Apple ‘iSlate’ (said to be announced on the 27th of January at their press conference).
The market is moving, the technology is moving and the way we can reach listeners with persuasive audio is moving. Which is why your Radio Experts are on hand to guide you through these exciting times.
Keep up to date with us at this blog and if you have any questions just contact us, the details are below. Or click here to join our Radio On Demand mailing list!
Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio agency. tim.cowland@radioexperts.co.uk
Tags: Apple Ipad, Broadcast Audio, DAB Radio, Digital Radio UK, Frontier Silicon, Google Nexus 1, ipad, last.fm, Radio Experts, Radio Specialists, Roberts Radio, Spotify, We7
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January 24th, 2010
I think I’m just realising what it must have felt like to be Archimedes as he leapt out of the bath or Captain Cook as he landed at Botany Bay, Australia. It feels good to discover things.
OK – I accept that discovering a new planning formula for Radio On Demand campaigns may not quite have media planners hopping around naked screaming ‘Eureka!!’ but its still something we find very exciting here at Radio Experts.
We’re calling it the Radio On Demand Principle – because we’ve uncovered something very interesting about campaigns with Radio On Demand sites (like Spotify, We7 etc)
Through a series of campaigns and then carefully tracking their responses and characterisitcs, we’ve mapped an esserntial part of the DNA of what audio strategies will work best with sites like Spotify. We believe in researching because we believe in learning….otherwise what’s the point?!
In the past, Radio Advertising has always worked to rules of thumb about how important listener reach is to a campaign and how important frequency of message is for those listeners……..
But the equations are quite different for Radio On Demand….in fact they are very different.
If you are a brand or a planner and you are serious about embracing Radio On Demand sites like We7, Spotify, Deezer etc then this is MUST KNOW INFORMATION.
There is a direct correlation between Campaign click through ratios and our new planning strategy for Radio On Demand but its complicated stuff, so if you would like to know more about what works with Radio On Demand campaigns with services like Spotify, We7 and others, you can email me at the address below……
Happy New Year to you!
Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio agency. tim.cowland@radioexperts.co.uk
Tags: Campaign, Deezer, Radio Advertising, Radio Campaign, Radio Experts, Radio On Demand, Radio Specialist, Radio Specialists, Spotify, We Know Radio, We7
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November 18th, 2009
Tags: Radio
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