{"id":17999,"date":"2015-03-09T00:15:15","date_gmt":"2015-03-09T07:15:15","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=17999"},"modified":"2015-03-09T00:15:15","modified_gmt":"2015-03-09T07:15:15","slug":"concert-radio-commercial","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2015\/03\/concert-radio-commercial\/","title":{"rendered":"CONCERT RADIO COMMERCIAL GETS IT RIGHT"},"content":{"rendered":"

\"Tony_Bennett-Lady_Gaga\"<\/a>
\nTwo of the key precepts I’ve taught radio copywriters around the world:<\/span><\/p>\n

1.<\/strong>\u00a0 The commercial never should be about the advertiser.<\/span><\/p>\n

2.<\/strong>\u00a0 Whenever possible, give the listener a “test drive” of the results they’ll get from the product or service being advertised.<\/span><\/p>\n

Here’s the commercial.<\/span><\/p>\nhttp:\/\/danoday.com\/blog\/wp-content\/uploads\/2015\/03\/TonyBennett-LadyGaga.mp3<\/a><\/audio>\n

<\/h1>\n

Good<\/span><\/strong><\/h2>\n

Excellent beginning. In the first 4 seconds, you know what this radio spot is about: the music of Tony Bennett and Lady Gaga.<\/span><\/p>\n

The advertiser was the Hollywood Bowl; they paid for the commercial. <\/span><\/p>\n

But the advertisement didn’t talk about the Hollywood Bowl. The Hollywood Bowl was important only as the place where Angelinos could see Tony Bennett and Lady Gaga in concert.<\/span><\/p>\n

The music itself acted as a “test drive” for the targeted listener. <\/span><\/p>\n

Not So Good<\/span><\/strong><\/h2>\n

The poor announcer is saddled with far too much copy. <\/span><\/p>\n

Much of it was unavoidable. <\/span><\/p>\n

They had to mention the album title to get the record company’s co-op dollars. <\/span><\/p>\n

They had to mention Ticketmasters. <\/span><\/p>\n

They had to mention that certain people could buy their tickets early, in a pre-sale. <\/span><\/p>\n

But the sound is so badly mixed that the music drowns out the words. Something-Something-Card Members could get their tickets early.<\/span><\/p>\n

Ruthless Editing Needed<\/span><\/strong><\/h2>\n

Yes, they were forced to include a lot of stuff.<\/span><\/p>\n

That’s all the more reason to ruthlessly edit the copy. Make every word justify itself.<\/span><\/p>\n

Would the commercial message be any weaker if you left out a particular word? No? Then delete<\/em> that word.<\/span><\/p>\n

Example:<\/span><\/strong><\/p>\n

“Tony Bennett\u2026and Lady Gaga\u2026(MUSIC)\u2026.Don’t miss this once in a lifetime event as two icons join forces to perform their #1 album, CHEEK TO CHEEK.”<\/em><\/span><\/p>\n

could have been edited to:<\/span><\/em><\/p>\n

“Tony Bennett\u2026and Lady Gaga\u2026(MUSIC)\u2026.Performing their #1 album, CHEEK TO CHEEK.”<\/em><\/span><\/p>\n

Would the listener have missed “as these two icons” or “once in a lifetime event”? <\/span><\/p>\n

Doubtful.<\/span><\/p>\n

But that one edit would’ve been a great gift for the voice over guy.<\/span><\/p>\n

Toward the end of the spot we hear two Calls to Action: Go to the website for tickets, or call for tickets.<\/span><\/p>\n

Even without a time crunch, giving more than one Call to Action is foolish. <\/span><\/p>\n

In this case, probably 95% of interested listeners would go to the venue’s website. <\/span><\/p>\n

Even people who planned to order the tickets over the phone first would go to the website to check on prices, seat availability, etc.<\/span><\/p>\n

People who planned to call also would go to the website to find out the phone number for the venue, because:<\/span><\/p>\n

1.\u00a0 That’s what people do.<\/span><\/p>\n

2.\u00a0 They can’t understand the hurried, garbled phone number in the radio commercial<\/a>. <\/span><\/p>\n

Bottom Line<\/span><\/strong><\/h2>\n

It’s an effective commercial despite its flaws because it succeeds in communicating the two crucial elements: Tony Bennett & Lady Gaga in concert\u2026at the Hollywood Bowl.<\/span><\/p>\n

Armed with that information, any interested listeners will go online, enter “Hollywood Bowl” in their browser’s search bar, and locate the website within one or two clicks. <\/span><\/p>\n

The website will display dates, prices, seat availability\u2026and the phone number to call for tickets.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Two of the key precepts I’ve taught radio copywriters around the world: 1.\u00a0 The commercial never should be about the advertiser. 2.\u00a0 Whenever possible, give the listener a “test drive” of the results they’ll get from the product or service being advertised. Here’s the commercial. Good Excellent beginning. In the first 4 seconds, you know […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-17999","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nCONCERT RADIO COMMERCIAL GETS IT RIGHT<\/title>\n<meta name=\"description\" content=\"Two of the key precepts I've taught radio copywriters around the world: 1. 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