{"id":20436,"date":"2018-08-07T00:03:21","date_gmt":"2018-08-07T07:03:21","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=20436"},"modified":"2018-08-07T11:24:26","modified_gmt":"2018-08-07T18:24:26","slug":"bmw-radio-commercial-misses","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2018\/08\/bmw-radio-commercial-misses\/","title":{"rendered":"BMW RADIO COMMERCIAL TARGETS (AND MISSES) “MILLENIALS”"},"content":{"rendered":"

\"BMW<\/a>Here’s yet another example of a worthless radio campaign that accomplishes only one thing: It completely wastes the advertiser’s money.<\/span><\/p>\nhttps:\/\/danoday.com\/blog\/wp-content\/uploads\/2018\/08\/SoCalBMW-radio-spot-618.mp3<\/a><\/audio>\n


\nThe spot begins, “This is a radio ad for the first-ever BMW X2.”<\/em><\/span><\/p>\n

The Sole Job of a Radio Commercial’s Opening Line<\/span><\/strong><\/span><\/h2>\n

The opening line of your radio commercial<\/a> is the “commercial for the commercial.” <\/span><\/p>\n

Its sole purpose is to motivate the target audience to listen to the spot’s next line.<\/span><\/p>\n

Did that opening line make you want to continue to listen?<\/span><\/p>\n

Also, of course, it begins by telling listeners that they’re now hearing a “radio ad”…<\/span><\/p>\n

…thereby relieving the audience of the frustration of noticing that suddenly they’re no longer hearing the station’s programming but instead to some mysterious sound.<\/span><\/p>\n

After all, there’s no other way listeners would know that was a radio commercial.<\/span><\/p>\n

In keeping with the tradition of “radio commercials for area car dealer associations,” a generic, meaningless, guitar-laden repetitive music bed accompanies the entire spot.<\/span><\/p>\n

If the Music Doesn’t Enhance the Emotional Impact of the Spot or Somehow Enhance the Commercial’s Sales Message, the Music Shouldn’t Be There.<\/span><\/strong><\/span><\/h2>\n

Slapping a generic rock-ish music bed under the announcer’s voice doesn’t qualify as “producing a radio commercial<\/a>.”
\n<\/span><\/p>\n

The only thing that music bed does is compete with the announcer’s voice for the listener’s attention.<\/span><\/p>\n

“Should I try to listen to that crappy music, or should I try to listen to the announcer’s droning voice talk about something or other?”<\/span><\/em><\/p>\n

The ad attempts to speak to “millennials.”<\/span><\/p>\n

Why, then, did the ad agency choose music that has just as little appeal to millennials as it does to any other demographic?<\/span><\/p>\n

Criticizing the Spot’s Word Choice Is Like Criticizing the Color Scheme of the Titanic, But…<\/span><\/strong><\/span><\/h2>\n

The spot refers to the people it’s trying to attract as “unfollowers.”<\/span><\/p>\n

In today’s social media-dominated world, what does “unfollowers” mean to you?<\/span><\/p>\n

A) The people who influence the influencers (as the commercial declares)<\/span><\/p>\n

B) People who chase instincts instead of trophies (as the commercial declares)<\/span><\/p>\n

C) (Your real answer goes here.)<\/span><\/p>\n

What they mean is “non-followers.”<\/span><\/p>\n

They’re trying to express the concept of “someone who doesn’t follow the crowd.”<\/span><\/p>\n

An “unfollower” is someone who had been a follower and then stopped being a follower.<\/span><\/p>\n

“Non-followers” would be no more effective than “unfollowers,” but at least it wouldn’t be inane.<\/span><\/p>\n

And what does it mean for someone to “chase instincts”?<\/span><\/p>\n

Instincts don’t need to be chased.<\/span><\/p>\n

Instincts are right there inside you.<\/span><\/p>\n

Kind of, y’know, instinctively.<\/span><\/p>\n

I could continue to dissect this commercial, but I’m feeling the urge to “chase nausea.”<\/span><\/p>\n

So I’ll conclude with the biggest mistake that spot makes.<\/span><\/p>\n

A mistake that reveals a fatal ignorance of how effective radio advertising works.<\/span><\/p>\n

What the Listeners Pictures is What the Listener Will Remember.<\/span><\/strong><\/span><\/h2>\n

The creators of that BMW radio ad rely solely on the announcer’s voice to deliver the sales message.<\/span><\/p>\n

The spot creates, at most, just one mental image:<\/span><\/p>\n

Some guy talking into a microphone.<\/span><\/p>\n

Ask targeted listeners what that guy was talking about and they’ll respond, “Uh, I dunno. A car or something?”<\/em><\/span><\/p>\n

The Advertiser Received Absolutely No Benefit from that Radio Commercial.<\/span><\/strong><\/span><\/h2>\n

Terrible copywriting<\/a>.
\n<\/span><\/p>\n

Poor production.<\/span><\/p>\n

Utter failure to generate visual images that carry to the listener the intended sales message.<\/span><\/p>\n

On the other hand, radio stations got paid to air the spot.<\/span><\/p>\n

And someone, somewhere, got paid to create it.<\/span><\/p>\n

So at least it worked out well for them.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Here’s yet another example of a worthless radio campaign that accomplishes only one thing: It completely wastes the advertiser’s money. The spot begins, “This is a radio ad for the first-ever BMW X2.” The Sole Job of a Radio Commercial’s Opening Line The opening line of your radio commercial is the “commercial for the commercial.” […]<\/p>\n","protected":false},"author":30,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[240,242,194,243,241],"class_list":{"0":"post-20436","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized","7":"tag-bmw-radio-commercial","8":"tag-how-to-write-radio-ads","9":"tag-radio-advertising-expert","10":"tag-radio-advertising-tips","11":"tag-radio-copyriting"},"yoast_head":"\nBMW RADIO COMMERCIAL TARGETS (AND MISSES) "MILLENIALS"<\/title>\n<meta name=\"description\" content=\"Here's yet another example of a worthless radio campaign for a regional car dealer association that accomplishes only one thing: It completely...\" \/>\n<meta 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