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 22nd, 2010
Before TV, radio was an all – powerful medium. Sir Winston Churchill used it to bolster Britain’s morale to help win the Second World War.
His eloquence has never been equalled in 70 years. Why?
Well a 30 second radio commercial leaves little time for eloquence. But that’s no excuse for not trying. I don’t mean using flowery and high falutin’ language as favoured by Churchill.
I mean putting the case for your product forcefully, each word carefully chosen. Choosing words that will get the desired response from your target audience, both emotional and practical.
It is said that Churchill re-wrote and re-phrased his famous wartime speeches many times and that before delivering them he rehearsed in front of a mirror!
Ask your creative agency to work and re-work a script, to re-write and re-phrase until you feel comfortable that what you’re signing off is saying exactly what you want to say to get exactly the response you want from your audience.
I had a client once who, if he thought I was getting a little complacent or a little slap dash , would take my proffered scripts and scrawl across them : CALL YOURSELF CREATIVE?
There’s no greater put down for a writer than that.
Try it sometime. Hopefully you’ll never need to do it with Radio Experts !
Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk
Tags: radio advertising agency, Radio Commercials, Radio Experts, Sir Winston Churchill
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July 20th, 2010
We’re all just a little bit afraid of silence. By ALL I mean those involved in creating, approving and producing radio commercials.
We feel compelled to fill every second of the commercial length – after all, we paid for it didn’t we?
Of course, too MUCH silence could throw the listener, inviting him to re-tune his radio, because he will assume he has lost the signal.
However, in filling every second of our precious radio advertising airtime we are in danger of putting 35 second scripts into 30 second commercials, cutting out all the breaths and presenting our listener with nothing short of a gabble.
Perhaps we should all take a deep breath: treat the listener with respect. No talking down. No talking too fast. Let’s engage the listener, have a conversation with our audience, pause for breath, talk one to one and at a pace at which your listener can take in what we say and respond accordingly.
Nobody wants to have the equivalent of a lull in the conversation but let’s not be afraid of something many of us secretly yearn for sometimes – the sound of silence.
Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk
Tags: Radio Advertising, radio advertising agency, Radio Adverts, Radio Commercials
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July 15th, 2010
Back in the 1970s in America, there was a comedy duo called Stiller and Meara who became spokespersons for a wine called Blue Nun. Each commercial told a story, sometimes a little sad but always with humorous twists ,which ends in the couple sharing a bottle of Blue Nun wine. The equivalent today would be Gavin and Stacey making up over a bottle of Lambrusco.
The point is the scripts were witty, involving and the product was always the hero of the commercial, not just the two star voiceovers. OK, they had the luxury of 60 seconds but they got an unprecedented response from listeners who not only enjoyed the radio commercials, but also actually looked forward to the next in the series.
Perhaps therefore we should look further than the short term -consider producing more than one commercial and look for creative solutions that are also long term campaign solutions.
That way you build a bridge with the audience and who knows, it could be your commercials they start looking forward to.
Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk
Tags: Gavin and Stacey, Lambrusco, Radio Advertising, radio advertising agency, Radio Adverts, Radio Commercials
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