The latest issue of my Radio Advertising Letter features a critique of a subscriber’s radio commercial…
A discussion of why so many radio account executives lack confidence…
And an explanation of how & why most radio advertisements that try to “drive traffic to a website” do it all wrong.
This posting is for subscribers to add their own comments….
Most radio personalities take what other jocks have done and do it themselves.
I, however, like to take what other jocks have done and do it completely differently.
For example:
Contestants have to guess who it isn’t.
As long as they don’t guess the right person, they win.
Suggestion
Don’t select obvious celebrity voices.
Instead, use a voice from a news actuality.
Example
CALLER: Um….Justin Bieber?
JOCK: You’re wrong! You win!
Every now and then you might get a contestant who doesn’t quite understand the goal and who guesses correctly…in which case, she loses:
CALLER: Republican presidential candidate Herman Cain?
JOCK: Oh, I’m sorry, you’re absolutely correct. Better luck next time!
Today we did an exclusive teleseminar with Mari Smith, author of THE NEW RELATIONSHIP MARKETING: How To Build A Large, Loyal and Profitable Network Using The Social Web.
This posting is for attendees to share their own honest reviews of the teleseminar.
If you were there, what did you think?
Obviously, Caesar’s Palace thinks when this radio commercial airs, listeners stop what they’re doing and pay full attention to the spot, in an attempt to hear something that might possibly interest them:
How many different pieces of information did they cram into this 30-second radio commercial?
Twenty.
Advertiser’s name
It’s the world’s best known resort-casino
Celebrates Rome’s former grandeur
85 acres
Entertaining
Dining
Luxury
No hidden resort fees
Among the world’s top luxury resorts
3,300 hotel guest rooms and suites
23 restaurants (and they’re not all alike; they’re “diverse”)
5 acres of pools & gardens
The 5 acres are named “Garden of the Gods”
4,300-seat Coliseum
The Coliseum is just “steps” from “celebrity chef restaurants”
World class entertainers
Celine Dion
Jerry Seinfeld
Rod Stewart
Elton John
Here’s the entire message the radio listener takes away from hearing this commercial:
“Caesar’s Palace”
If you’ve never heard Gary Burbank…
Or never heard Gilbert Gnarley, one of his many characters….
Meet Gilbert Gnarley.
Among other things, this is a master’s level lesson in how to control an on-air phone call — whether or not the call is for comic effect.
