August 12th, 2010
Once again the media industry turns to Radio Experts for expert comment on all things radio. Click here to listen to our Managing Partner, Tim Cowland speaking to Peter Allen, Aasmah Mir and Radio 5’s near 7 million weekly listeners.
The subject was an anti terrorism radio campaign and it appeared on the afternoon drivetime show (5 Live Drive). As you can hear, Tim didn’t pull any punches as he fought the corner for the commercial radio industry.
Well done Tim!
Posted by Tam McGregor, Marketing Co-ordinator at Radio Experts, a London based specialist radio advertising agency. office@radioexperts.co.uk
Tags: BBC, Radio, Radio Ad, Radio Advertising, Radio Experts
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August 10th, 2010
You know the situation. You get a selection of scripts from Radio Experts. Which one, if any, do you choose? Which one is right for the brief you gave and the objectives you have?
Believe me it’s not easy and I’ve been writing commercials for radio for a very long time.
So you read them through. Do any of them make you sit up? Do any of them make the hairs on the back of your neck stand on end – no, seriously?
Or are they derivative, dull, or trying desperately to be either witty or clever?
The first point is: never run with an ad you are not happy with and you are not prepared to justify to others in your company.
The second point is: is the script you feel most comfortable with as good as it could be? Could it be tweaked or worked on some more. The probable answer is yes.
The third point is: if you have doubts and someone says it’s ‘all in the production‘, press them because although there may be some truth in that claim, good radio adverts start with a good script.
The fourth points is: forge a relationship with the creative people writing for your company or brand. Get them to understand you and your brand better, get them involved in your marketing so they can better see what it is you’re trying to achieve as a whole.
Now read the scripts through again. Do any of the scripts still stand out? Not sure. Then maybe sleep on it. Or ask questions. Work with the creatives to squeeze every last drop out of the idea and achieve true radio excellence. Because excellence is what you deserve every time.
And it’s what Radio Experts aim to deliver. Every time.
Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk
Tags: Radio Ad, radio advertising agency, Radio Adverts, Radio Experts
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July 29th, 2010
We’d all like to have our own radio station. So technologies like Spotify , Last FM, We7 Radio and others all allow you to access this world of Radio On Demand.
And just as we would all like to have our own unique radio station, so it is that every client would like to have radio commercials that are unique to his company and his brand.
Commercials he can call his own.
Which brings us back to Radio Experts, whose experience and expertise has helped clients across a wide range of disciplines: estate agents; tourism and travel; house developers ; private health insurance.
Clients who benefit from innovative planning, precision air time buying and stimulating creative.
Clients who demand to use a specialist and therefore expect the best.
Radio Experts has the client list and the testimonials to back up its specialist credentials.
Ask to see them. Even better give Radio Experts a brief.
Once you’re tuned to Radio Experts, you’re locked onto the best show in town!
Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk
Tags: Last FM, Radio Ad, radio advertising agency, Radio Commercials, Radio Experts, radio experts brief, Radio On Demand, Spotify, We7
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July 13th, 2010
This is a shameless plug for Radio Experts. Nevertheless, it contains an essential truth.
Great radio needs specialist care and attention.
From the planning through the creative process to the finished production you need people who are thoroughly immersed in the medium. Why should that be?
The proliferation of stations has made the selection of the correct station to match your audience profile a highly technical and scientific exercise.
The lack of interest from some creative agencies – they still view it as secondary to television -belies a fundamental fact: many creative’s are scared of writing for radio because it leaves them very exposed. After all, there’s just words, music, sound effects and silence -no Hollywood movies to borrow from, no Youtube videos to plunder, no directors to hide behind.
Which brings us to Radio Experts. With collective experience of over 60 years, we are aptly named. We live and breathe radio. We think about nothing else. (Not nearly as sad as it sounds).
And we have the testimonials and case histories to back up what we say.
However, rather than rest on our laurels, we spend a great deal of time thinking about the future of radio – how to plan for it and how to meet the creative challenges it will bring.
You think you’ve heard all this before? With respect, we don’t think you have.
Call us and find out what specialist treatment can do for you and your radio budget.
Do call us. Unlike some specialists, we guarantee an immediate appointment.
Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk
Tags: Radio Ad, Radio Advertising, Radio Adverts, Radio Experts, You Tube
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July 6th, 2010
Normally, a radio commercial is 30 seconds long. Take off five seconds for a phone number or website address and you’ve precious little time to make your case, tell your story, woo your listener.
30 seconds -it’s a good discipline, meaning the writer has to make every word count.
And that’s the currency so that’s it – or is it? 40 seconds is a maybe sometimes but second for second a lot more expensive than a 30. 60 seconds – now that’s as rare as hen’s teeth. Imagine then 90 seconds.
The general rule is that wherever possible it’s the creative that should drive the ad duration, not the ad duration that should drive the creative.
If media is a frame and creative is a picture, well a frame that’s too small is going to cause you no end of problems!
Here at Radio Experts, our clients regularly call us to simply discuss their marketing challenge. We’re able to immediately tell them what ad duration or durations will best fit their objectives. It can save everyone a whole lot of time, in more ways than one!
Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk
Tags: Radio Ad, Radio Ads, Radio Advertising, radio advertising agency, Radio Adverts
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