Jon Carter offers a good example of how to “image” a music program (or station).
Your radio station or radio program is important only insofar as it’s the place where your listeners go to hear something they enjoy, want or need.
Time for another look at award winning radio commercials — spotlighting the good and the bad from the 2007 Radio Mercury Awards
This one was a finalist in the “PSA” category.
As I listened to this spot, my reactions were as follows.
1) “Good grief. A computer voice from the 1980s?? How relatable is that?”
2) “Oh, wait. These are supposed to be old computers. Okay.”
3) “They’re getting me to picture those old computers.” (I have half a dozen that I keep around, “just in case.”) The humor is a bit lame, but they are getting me to listen to the voices, which in turn trigger visual images of the computer-like devices.
4) “Oh, now they’re giving me a good reason to act on the sales message: I can get rid of those old computers and help the environment. Not bad.”
5) “Wow, they’re raising one of the biggest objections targeted listeners have to acting on this sales message: fear of their old computer files being perused by strangers.
‘All of the data on your hard drive will be cleaned out or destroyed.’
“The spot sounds a bit lame, but all that matters is whether it causes the targeted listener to act. These guys know what they’re doing.”
6) “Oh, my God! Now they’re scaring the listener with the very objection they just overcame!
‘I still know your personal information and all the sites you used to go to.’
“Are they nuts??”
They came so close. But in a misguided effort to be funny — a goal they never achieved, by the way — they brought the targeted listeners to the brink of taking action…and scared them away.
Sad.
The current issue of my Radio Advertising Letter includes a brief commercial critique as well as a guest commentary on “The Best Ad I’ve Ever Seen.”
This post is for my subscribers to use to add their own comments, thoughts, objections, examples, etc.
On Wednesday I addressed a Standing Room Only crowd at the NAB Radio Show in Philadelphia.
Naturally, people arrived early to get a good seat — or, given my tremendous popularity as a public speaker, to get any seat.
Here’s what it was like in those tense, electric moments prior to my taking the stage.
Here’s a pretty thorough review of my “How Radio Should Use Twitter To Increase Ratings & Revenue” session that morning. I think my favorite part is where the author says he had concluded I’ve become stale.
