This was recorded live at the 2011 International Radio Creative & Production Summit.
By the way, there is exactly one copy remaining of the entire event on multiple DVDs.
View the radio promo critique video here.
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Not to add insult to injury, but the VO guy sounds like he’s not very interested in the promotion either. I’m not saying he should be Mr.
Excitement, but frankly, he sounds bored. I dare say the bad copy has
something to do with it.
Upon hearing the promo for the first time, I thought the same thing as Rich. The guy doesn’t sound very “upbeat” about the event (almost as though he’s more concerned with sounding ‘ballsy’ — not that there’s anything wrong with that — than like a real person).
We have already reached the day that “this commercial has been brought to you by…” Have you seen the latest Geico commercial where the Gecko is the best man at a wedding and when asked for the ring he displays a Helzberg diamond box? Product placement within a commercial!
That being said, it is very possible that while the car dealer in the promo may have been picking up the tab for the band or bands. Our station hosts a concert every year and being a free event we need a LOT of sponsors. There are three primary sponsors that pony up tens of thousands of dollars apiece to pay for the talent and then a dozen or more minor sponsors to help us defray all of the other costs.
First off we define the level of promotion that each gets. The primary sponsors are mentioned in the on-air promos while the minor sponsors are not. They get web site, live :10 thank-you-mentions and print exposure. Will one of the primary sponsors drop out if they don’t get their entire tag line mentioned in the promos? Maybe not… but will they come back next year? That is our dilemma.
There are not a lot of sponsors in our little neighborhood willing to fork out 20,000 dollars or more. Once we find them we have to keep them happy.
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