RADIO ADVERTISING CASE STUDY: A *Successful* “Price-Item” Campaign

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• Peter February 23, 2011, 12:36 am

  I enjoyed it , I think most people would ‘ve liked to have heard the commercial though

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• Mitra February 23, 2011, 5:00 am

  It makes logical sense to go with one item rather than a long list and this will only be sold to a client when they actually hear the ad. Agree 100% with presenting a sample of the actual campaign. It will also help the agency/client to anticipate what the next ad should be in the campaign.

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• Roger February 23, 2011, 5:01 am

  Brilliant! I’d consider hearing the actual spot a bonus – the discussion of techniques on how to derail the clients existing train of thought as to what a radio ad is, or should be, was the money here. Thanks to Dan & Ray for sharing.

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• Jeff February 23, 2011, 5:34 am

  I agree – most people who have been shopping for a while know a good price when they hear one; they won’t remember it in a laundry list, though. Over the course of a campaign when they’ve heard a few of these (one or two P&I’s at a time so that they have a chance to sink in), THAT’s what will make them switch supermarkets to check the advertiser out.

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• BIG John Small February 23, 2011, 5:35 am

  with the technology in our pockets (Smart Phones) there is NO REASON that we shouldn’t have a GREAT ad to play when we walk in. Even if they don’t buy the ad “as is” you should have the script with you too so they can make the desired changes (take ownership) so they WILL buy!

  Dan… Thank you for being you! You’re pretty damn good at it! ;o)

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• Ron February 23, 2011, 6:25 am

  What’s even more surprising is a radio AE who actually understands the biz.

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• radiorules February 23, 2011, 6:47 am

  Ditto, I would like to have heard the commercial. Oherwise, this is what radio should be all about. Now, if we could just get this into our car dealers heads!

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• Randy Frongillo February 23, 2011, 7:12 am

  Dan once did a great illustration of the ridiculousness of the radio laundry list…he held a microphone up to a newspaper ad (a grocery store insert with all of the week’s specials) and asked:
  “What do you hear? That’s right, nothing.
  Now, what is the listener going to remember from an ad like this? That’s right, Nothing.”

  That’s probably not exactly how the presentation went, but that’s how I remember it.

  Thank you Dan.

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• Kyle M February 23, 2011, 8:10 am

  Good work Ray and Dan! Wish we could hear the product to know exactly how it played out.

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• Matt Duncan February 23, 2011, 8:49 am

  We have an AE here in town who is working with a relatively new supermarket to the area. He’s trying to avoid the laundry list. His idea was to use the sale items to build an actual meal, and tie them all together (prices included, of course) and then prompt the customer to pick-up the printed list of items, along with recipes to make the meal that night at home. The market would even have their in-store sampler giving samples of each item on the list, and directing them to the areas of the store where they could be found.

  From the radio ad, to the in-store experience, it all ties together that way, and as soon as the store buys the campaign (and they will, I am quite sure!) the other markets in town will surely be scrambling to catch up.

  GREAT video Dan and Ray – and thanks for it!

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• John D February 23, 2011, 9:05 am

  Not a laundry list! I Love it. I think it was great they didn’t just come in with a spec spot but a campaign. Hard these days to get sales reps and clients to buy in to this idea. The sales reps tend to be “order takers” and not marketing consultants today. . Creating characters too is fun. Fun to create and fun to sell.

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• Cristy Kuntz February 23, 2011, 9:37 am

  Now if it would be that easy with all of the clients! That is a great idea though I think I’m going to try it a client or two… and see how it works in this market…

  I wish we could have heard the spot to know what the finished product sounded like!

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• Michael Glover February 23, 2011, 9:39 am

  Excellent!! I took your phone seminar with Harlan Hogan, and I must say that all of the marketing tip’s and success stories are very helpful.
  This is going to be an exciting year for me. I getting a new laptop, I will be getting a new digital camera with great video recording capability…and then…WATCH OUT!!!…Big Mike is in the house. I can’t wait to start recording and producing some marketing spots for potential clients.
  How do you get them to pay for radio air time?

  Thank you Dan,

  Big Mike

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• Gene Werley February 23, 2011, 10:24 am

  Once again…very, very good idea…let radio do what it does best. I have
  a coworker here that I believe can benefit from this for one of her accounts and plan to pass it along to her today.

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• MONTE BITNER February 23, 2011, 10:40 am

  GOOD PIECE AND IT MAKES PEOPLE THINK ABOUT THE PRESENTATION
  GOOD STUFF DAN

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• Tom Conklin February 23, 2011, 11:09 am

  Very interesting Dan… I looked at it with a voieovers’ perspective, but a I am also a radio guys and found it interesting. I stay away from the sales meetings as a rule…but maybe there is something for me to learn from them…as an on-air personality and a vo. Thanks!

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• Bob Sneddon February 23, 2011, 11:44 am

  Great concept. You’ve given me something I can apply to my market and advertisers. Thanks!

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• Celeste K February 23, 2011, 8:24 pm

  Talk about timing! I have a hardware store that will be starting soon and talk about a laundry list of tools, paint, tools, customer service, and did I mention tools? Good grief – anyway I did let them know that we would need to separate the items in to groups of 2 but not more than 3 per commercial. Great job and thanks for keeping your finger on the pulse of what’s going on in real-time!!

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• Wayne Beekman February 24, 2011, 6:12 pm

  Thanks Dan for the interview with Ray. Every little bit helps. I will share it with the sales staff at the radio cluster I work at in Massena. Thanks again Dan. Wayne.

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• Fred Tutt February 25, 2011, 10:24 am

  I also would have loved to hear the ad.

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• Tony Mariani February 28, 2011, 4:26 pm

  Great stuff Dan and Ray.

  To radiorules. Car Dealers are a funny bunch. Take a GM dealer selling all their brands and when they run a laundry list its an absolute waste. What does someone buying a low end gm model have in common with someone wanting to buy a truck? All the listener hears during a laundry list like this is , blah blah blah.

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