I was at the LAX Hilton for PD Grad School when I saw this:
No, that’s not a billboard or a marquee. It’s a rickety sign inside the hotel. (Look again and you’ll see they scotch taped “Hotel Lobby” onto it.)
A jewelry & leather event was being held there. And what did the producers of this event decide to name it?
“Jewelry & Leather Event”
Oddly, despite that compelling title there was a conspicuous absence of crowds clamoring to get in. Go figure.
At 3 o’clock this morning, I put the finishing touches on the 29-page Study Guide that accompanies my How To Use Twitter To Increase Your Radio Station’s Ratings & Revenue teleseminar.
Twenty-nine pages of resources, strategies, tactics, screen shots.
If I don’t overlseep and miss my own teleseminar, I’m pretty sure radio people will find this to be tremendously valuable.
The teleseminar is on Wednesday. Registration deadline is Tuesday, 4:59PM PDT. Hope you’ll join us.
Welcome to the second in a series of critiques of award-winning radio commercials — those honored as “the best of the best” by the 2007 Radio Mercury Awards. Award winning commercials rarely are any good, so let’s all keep our expectations low.
Surprise! This is a good spot.
Ironically, the judges probably gave it an award for the wrong reason: because they think it’s so doggone clever. But the “true/false” conceit isn’t at all original; it’s been used for decades.
This particular version is done very well. They do an excellent job of “showing” rather than “telling.” They never bother to tell you it’s a True or False buzzer, and they don’t feel compelled to explain what the situation might be that requires its use.
As long as the listener realizes, “When he lies, the buzzer sounds,” no further set-up is required. They trust that you immediately will figure it out, and you do.
Do they do what I always preach: paint a picture of the results of the product or service? Well, no. They paint a picture of this guy answering the questions. But in doing so they drive home the fact that you can’t get good seafood just anywhere…and that Legal Seafood is the place for good seafood.
My compliments to the team at DeVito/Verdi.
This posting is for readers of my latest Radio Advertising Letter to share their thoughts about giving the client plenty of mic time during remote broadcasts…the pros & cons of saying “Mention that you heard this ad on Radio X”…and/or faked testimonial commercials.
