Radio Lounge Articles RSS Feed

Radio Advertising Tip - Over Deliver

M. Bruce Abbott — Wed, 10 Mar 2010 15:00:00 GMT

How many of you actually believe the radio commercials you hear? Many businesses tend to over sell their capabilities, and as a result, end up making just one sale and losing a long-term customer. Here is where advertising gets interesting. Send out a simple, believable message to capture a new customer, then, when you have them in your business go overboard to win them as a loyal fan. In the article “Promise Small, or Promise Big”, Trent Hamm reveals some simple examples of just how a business can capture those fans with over the top customer treatment. Here’s one final thought; you might think that over-delivering will hurt your bottom line, but it’s much more cost-effective to build a loyal fan base vs. gathering lots of new short-term customers.

Let us know if this attitude exists at your business, and share some examples of what you’re doing.

10-Mar-10 9:00 AM

Radio Advertising : Celebrity Endorsements

M. Bruce Abbott — Mon, 08 Mar 2010 15:00:00 GMT

It’s sometimes downright dangerous to latch onto a celebrity spokesperson for your radio advertising. Or maybe it’s more like a trip to Vegas, a gamble. There are local celebrities, which you would find in your market, from radio personalities to higher profile local personalities. Number one, they need to fit your brand. Not long ago here in the Houston market we had a Houston basketball superstar touting the Chevrolet brand, while he was seen driving around in his favorite BMW, not a good match. In an article called “A Sliding Scale for Celeb Popularity” written by Carl Bialik for the Wall Street Journal, you can get some insight on how the big boys play the celebrity guessing game. According to Kevin McKiernan of Creative License, it’s not just about the popularity figures, it’s also about using your gut to decide. FYI, Kevin talks more about that subject in one of our interviews on The Advertising Show. Celebrity endorsements can really pay off, IF you’ve done your homework.

8-Mar-10 9:00 AM

Radio Production : Addictive Jingles

M. Bruce Abbott — Thu, 04 Mar 2010 17:00:00 GMT

Fast Company recently revealed the ten most addictive sounds in the world. The article “This Is Your Brain on Jingles” by Martin Lindstrom is a great read. Music and sounds have a way to transport us to a special place in our lives. Beyond our favorite songs, advertising jingles and sounds hit the memory buttons as well. In the article, when sound was removed from slot machines in Vegas, revenue fell by 24%. When slow music is played in restaurants, we tend to eat slower and eat more. So, are you curious? Read on.

Here’s something else, what “sound” is your business about, and are you using it to your benefit?

4-Mar-10 11:00 AM

Marketing Lessons From..The Grateful Dead?

M. Bruce Abbott — Fri, 26 Feb 2010 15:00:00 GMT

A telephone hotline for their fans, a price cap on tickets, and their own mail-order house. These guys were into social media long before anybody even knew the term. So what did they do that was so special? The passionately embraced their fans, then super-served that fan base. Read the article “Make Your Money Like Gerry Garcia”. We found it in the March issue of The Atlantic. Written by Joshua Green, it’s beyond entertaining, it’s got a message for your business.

26-Feb-10 9:00 AM

Trigger Emotions With Your Radio Commercials

M. Bruce Abbott — Wed, 24 Feb 2010 15:00:00 GMT

You might think that a radio commercial that leverages “lust”, “alarm”, “vice” and “power” might be selling something illegal, or just as bad, distasteful. But according to Sally Hogshead, these are key triggers persuasion and captivation. We recently taped an interview with Sally on The Advertising Show, and that interview is coming up in a couple of weeks. In the meantime, read a taste of what you’ll be hearing in the article The Seven Triggers of Fascination, as Matthew May gives us his perspective of Sally’s latest book. See if it hits your hot button.

Fascinate: Your 7 Triggers to Persuasion and Captivation

24-Feb-10 9:00 AM

Radio Advertising Tip - Marketing To Women

M. Bruce Abbott — Fri, 19 Feb 2010 14:00:00 GMT

There have been numerous books written on the subject, and you can’t deny that women play an important role in the purchasing decision. And it’s not just those products that you might think, it’s a lot more, like homes, cars, vacations, consumer electronics and a variety of service industries. As radio creatives, we have take a serious look at this with every piece of radio advertising we produce and distribute. In the article “Marketing to Women, Who’s Doing it Right and Who’s Not”, Lynn Truong gives us another perspective on the importance of understanding your target both in the creative and broadcast medium. Don’t be surprised that your product or service falls in this category.

19-Feb-10 8:00 AM

Radio Advertising Thoughts: Marketing in A Down Economy

M. Bruce Abbott — Fri, 12 Feb 2010 14:00:00 GMT

We found an interesting article called “Recession Era Marketing Poses Challenge for Marketers”. The original piece, published in Knowledge @ Wharton, says we as consumers, full of high anxiety are either trading off or trading down. Not only does a brand have to emphasize its value, but demonstrate how it might be beneficial to this high-anxiety consumer attitude. This is definitely food for thought when creating your radio advertising campaign. Take a look at the article and see how your product or service fits into this new marketing equation. Then think about how you might market to this new audience.

12-Feb-10 8:00 AM

Learn From Super Bowl Advertising

M. Bruce Abbott — Tue, 09 Feb 2010 15:00:00 GMT

Why does it take a specific event to get people really keyed into commercials. Obviously the Super Bowl has built a brand, great football, great commercials, and we eat that stuff up. In an article called “What Super Bowl Advertising Can Teach Your Small Business”, Rohit Bhargava gives us his take on how you can tap into a few key elements to differentiate your business. To do this, you don’t need a seven figure budget or the brightest agency on the planet. This type of approach to radio production isn’t about being a copy-cat. It’s more about looking at your business from a different perspective and focusing on a single element that really does say something to radio listeners. Take a look at the five points he makes and see if you can find an attribute that has “super” qualities. And, let us know what you come up with.

9-Feb-10 9:00 AM

Valentine's Day Radio Advertising - Think Value

M. Bruce Abbott — Wed, 03 Feb 2010 16:00:00 GMT

Local radio advertisers can take a cue from national chains this Valentine’s Day; consumers are looking for a bargain. Stuart Elliott, in the New York Times says we’ve turned into savers rather than spenders, especially coming off Christmas. So what does that say about your Valentine’s Day offerings. If you’re a spa, or service oriented business, you’d better design a promotion that gives your customers more. When you’re competing against retail giants like Target’s “weekly wow” candies, or Martha Stewarts discounts on flowers, you’ve got to present a better value. Check out the article “Cheap Sentiments Apply This Valentine’s Day”. What can you do differently this year. Send us your ideas.

3-Feb-10 10:00 AM

Radio Advertising: Is Your Product or Service the “Real” Deal, Be Careful What You Say

M. Bruce Abbott — Tue, 12 Jan 2010 16:00:00 GMT

One of Coke’s jingles sang, “It’s the real thing”, Canada Dry ginger ale is made with “real” ginger. Not a big deal, yeah it is, according to how our current administration sees things. According to the article “Can Marketers Back Up Real Claims", appearing in Advertising Age, written by Emily Bryson York, the Obama administration just might come calling, if you decide that you’re the “real deal”. The word “real” is powerful, and used by many marketers. So what do you think, has our government crossed the line, or is it a good thing for consumers?

12-Jan-10 10:00 AM

What to Watch For in 2010

M. Bruce Abbott — Fri, 08 Jan 2010 16:00:00 GMT

Radio is hailing the new year as a time of getting back to business, and back to the way it used to be, and we also believe that it’s time to challenge the way you see advertising, specifically radio advertising as a part of your media mix. For the past two years we’ve seen many businesses either cut ad budgets completely or dramatically reduce their ad spends. For those of you who decided that a positive media presence was important, congratulations, you have now out-paced your competition for the moment. 2010 promises to be an exciting year of change. Spend wisely though, and make sure your advertising agency has tapped all of the best channels for both traditional and non-traditional media. The piece that accompanies this article is a worthwhile read. It’s called “100 things to watch in 2010” written by Ann Handley, Chief Content Officer for MarketingProfs. Would love to hear your comments as well.

8-Jan-10 10:00 AM

Radio Advertising and 2010 Consumer Trends

M. Bruce Abbott — Wed, 06 Jan 2010 16:00:00 GMT

Okay, as an advertiser wouldn’t you just love to map out 2010 with just enough budget to make the bottom line healthy, and be able to deliver your product or service message to best satisfy everyone who wanted it? Or, maybe morph your product or service into a refined package that better address the need. The article “10 Essential Consumer Trends for 2010” really does a great job of looking at a variety of consumer behaviors and beliefs (some risqué). Needless to say, in 2010 you will be challenged to be more transparent, as consumers will perform much deeper evaluations before they buy, and you on the other hand will have the chance to drive your advertising to a more specific target as your consumers personal profiles become even more valuable as a mining tool. This piece from www.trendwatching.com might be a nice bit of information to add to your advertising arsenal. Check it out and let us know what you think.

6-Jan-10 10:00 AM

Advertising, the Mad Men and Mad Women

M. Bruce Abbott — Thu, 17 Dec 2009 15:00:00 GMT

An article worth stopping what you are doing just to get a glimpse into the real world of 1960’s advertising. With names like George Lois and Joy Golden, take a few minutes to get her perspective on what it was really like on the creative side of an advertising agency. The BBC documentary called “Selling The Sixties” is a great read and includes some cool video clips. Enjoy the feature called “Pioneering Ad Woman on Selling the Sixties”.

17-Dec-09 9:00 AM

2010 Trends for Small Businesses

M. Bruce Abbott — Mon, 14 Dec 2009 15:00:00 GMT

John Jantsch is one of our favorite marketing guys. His “Duct Tape Marketing” material is a must have for small business. His article “ 5 Trends That Will Shape Small Business in 2010” is worth reviewing. And this is a must read for those of you who are afraid, confused, in denial, or generally are ignoring the social media aspects of advertising. In our radio advertising campaigns we always suggest introducing an element of social media into the creative. It makes your advertising campaign measureable and actively connects to your potential customers. If your competition discovers the benefits before you do, they win. So, are you building an aspect of social media into your radio advertising? And how is it working? Let us know.

14-Dec-09 9:00 AM

Radio Advertising in 2010

M. Bruce Abbott — Wed, 09 Dec 2009 21:00:00 GMT

One of our favorite ad guys, Walter Hammock, always signs his emails with a quote from Henry Ford, and it reads, “a man who stops advertising to save money, is like a man who stops a clock to save time”. Well guess what, lots of folks were guilty as charged in 2009, and it makes me wonder why. Some of our clients went full steam ahead, other’s adjusted their radio ad budgets and others, kind of vaporized. In the article “Report: Radio Expected to End 2010 on an Upbeat Note”, those who did battle the economy with smarter marketing will no doubt be far ahead of those who got scared. The story, in Media Daily News, by Erik Sass, has some positive news for radio advertising as we close out the year. How do you think radio can help itself in this re-building process?

9-Dec-09 3:00 PM

Radio Advertising On The Rise?

Bruce Abbott — Wed, 11 Nov 2009 14:00:00 GMT

Still hiding under a rock, wondering if the economy will come back this holiday season. Chances are that if you hesitate, you will be last on your customers list.

From K-Mart to Wal-Mart, Home Depot to Lowes, ad spending is up this holiday season and that means those who hesitate will lose. It doesn’t matter if you are a big box store or a small retailer, don’t let your competition beat you to the punch. According to an article called Some Retailers Bulking Up on Ad Spending This Holiday Season, written by Suzanne Vranica and posted in The Wall Street Journal, there is 810 billion in ad spending expected this year. Want your share…go advertise it. Radio is a powerful place to start.

How do you see your holiday advertising unfolding (or that of your clients)?

We would love to hear your comments below.

11-Nov-09 8:00 AM

Radio Advertising Dialect : 2010 or 20-10?

Bruce Abbott — Fri, 06 Nov 2009 14:00:00 GMT

If we didn’t already have enough options on our plate as to how to relate to radio listeners, we have yet another. We had this issue come up with a session for the Houston Texans. How do you “say” the year 2010. Is it “two thousand ten”, or “two thousand and ten”, or “twenty ten”. Silly question, but the same issue was written about in The New York Times. The article “Naming 2010”, written by Stuart Elliott, titled “2010 to Come in Plain and Fancy Versions” as car dealers flip a coin to see how to best convey the new year to come. Take a look at the article and then we have a favor to ask of you. How would you say it? Let us know. Really, what would you say, and why?

6-Nov-09 8:00 AM

Kohl's Increases Advertising, Including Radio

Bruce Abbott — Wed, 04 Nov 2009 14:00:00 GMT

As a business owner, anticipating a rebound, or just waiting to see what your competition does might be a mistake. Kohl’s is a good example of taking advantage of an opportunity to spend sensibly, and react quickly. In the article from Advertising Age “Kohl’s Increases Ad Spending to Woo Holiday Shoppers”, written by Natalie Zmuda, Kohl’s is beefing up its advertising budget and radio is one of the benefactors. Very smart, because at a time when radio is feeling the sting of a down economy, advertisers are able to grab up a bunch of media at prices many would be surprised to get, especially in this fourth quarter. Kohl’s may not be your direct competition, but your competitors might be gearing up, and those who get the word out first are usually the winners. Are you in a position to take that chance?

4-Nov-09 8:00 AM

Radio Advertising In A Conversation Economy

Bruce Abbott — Fri, 30 Oct 2009 14:00:00 GMT

Some marketers call this a conversation economy. What does that mean? We are no longer marketing products and services, but marketing conversation, or better yet, triggering conversation with creative scripts and produced commercials. With radio advertising, that equates to starting a conversation, then pulling that conversational community together through non-traditional and other forms of media. For another perspective, take a moment to read the article called “Marketers need conversation strategy to connect with consumers”, written by Marsha Lindsay, as it appeared in Advertising Age magazine.

What are your thoughts?

30-Oct-09 9:00 AM

Radio Advertising Connects with Listeners When Live Personalities Connect with the Brand

Bruce Abbott — Wed, 28 Oct 2009 15:00:00 GMT

Radio Lounge has successfully used local market radio personalities to sell a product. These “produced to sound live” ads are normally used in conjunction with produced radio spots, as part of the overall marketing effort. It’s a simple concept that some advertisers don’t get; you’ve got to connect the personality with the brand. Nationally or locally, advertisers are sometimes too quick to link to a personality without doing their homework. In an article from Advertising Age entitled “Live Read Ads On The Radio Get a Makeover”, written by Andrew Hampp, get a closer look at the science of choosing the right fit, and see how good chemistry can really drive incredible results.

What are your experiences (good or bad)? Let us know.

28-Oct-09 10:00 AM