Effective Radio Imaging is ‘Brand Advertising’

One of the biggest misconceptions of what radio imaging is, is that it’s ‘marketing’ when in fact it isn’t at all, it’s ‘advertising’.

The difference between marketing and advertising is that marketing talks about the company (in this case the radio station) where advertising talks about the consumer (in this case the listener) selling the positive attributes of the product, your radio station!

Radio listeners are a hardened bunch, which comes from years and years of being bombarded with messages not just through the radio, but through the TV, on billboards, even in public bathrooms. Everywhere they go someone is trying to sell them something! Radio listeners have become quite adept at using their bullshit alarms, when they hear BS it shuts out the message. Radio imaging that takes the ‘marketing’ route is automatically ‘STOPPED’ from entering the brain and your message that you are “The Rock Station the REALLY Rocks!” is lost in the ether.

There are two kinds of advertising:

• ”call to action’ advertising and
• ”brand’ advertising.

In the case of radio imaging ‘call to action’ ads are your typical:  “Listen at 5 for the Drive at Five” or “coming up in the next 30 minutes your chance to win…” a message that asks the listener to do something (listen) at a particular time of the day or to do something specifically as it relates to the radio station.

Effective radio imaging is ‘brand’ advertising

In order to do effective brand advertising you need to first understand how you are perceived by your listeners. I’ve said it many times before “Branding starts in the listeners mind”. Once you understand that you can build on that and then help the listener to expand what he believes to be true about your station with each progressive imaging linerЕwith each progressive imaging campaign.
If you want to win the hearts of your listeners you need to get into their minds. And the key to getting into their mind is not through marketing…it’s through brand advertising.

Consumers don’t buy products anymore they buy brands. What are you doing to build your radio station’s brand?

Communicating Through Social Media

Well, I’ve finally gone and done it, I’ve just stepped on to the Twitter stage. After months of considering adding it to my social media network I gave in to the urge. Whether you’re already in it or considering adding social media to your mix of communication devices here are 3 simple rules to remember:

1. Pull, don’t push. Social-media newbies often make the mistake of being too aggressive. Some people might respond to new Twitter followers with a ‘Thanks for following. Visit my Web site for a free … [insert whatever promotional message you've seen.].’ Social networks are about conversations that build relationships, not indiscriminate come-ons.

2. Forget about social-network omnipresence. No one expects you to be everywhere, choose the sites frequented by your customers/clients. At minimum, establish a presence at the big three. Think of them this way: LinkedIn is your business suit, Facebook is business casual, and Twitter is the 24/7 ongoing cocktail party.

3. Be yourself. If it’s still available, use your own name as a handle and your headshot as an avatar, even if you’re networking on behalf of your company. I believe that in social media people would rather relate to and build trust with other PEOPLE, rather than brands.

As quickly as social networking  media is developing so are the rules of the game. Making yourself familiar with online protocol will smooth your path to online success.

Join me on LinkedIn, Facebook and now Twitter.

Take the Radio Out of Radio

Noted radio consultant Mark Ramsey on his Hear 2.0 blog recently posed the question that if Amazon.com could “…disaggregate the “book” from a book and monetize it, how can you disaggregate the “radio” from your radio station and monetize that?” A fantastic observation on Mark’s part.

In fact I believe it is possible through the medium of podcasting. Which up until now has been the exclusive domain of the “weekend broadcaster” recorded live on their kitchen table. Radio can do a better job, after all it’s what we do. Imagine news-talk radio going more in depth on local stories they don’t usually give more than a 30 second set-up and sound bite to in a “60 Minutes” type of investigative show. Or music stations getting deeper into the music, again, something similar to VH1’s behind the music. The question remains, would listeners be willing to pay for it?

Take for example Scott Smith who launched his Motivation to Move website, blog and podcast in 2006 and has been enjoying significant success, boasting as many as 40-thousand paying subscribers.

Can radio take “the radio” out of radio? Oh yes they can! It’s a matter of getting out of the tiny box they’ve placed themselves into …pun intended.

The End of Radio?

From the Media Futurist Gerd Leonhard blog:

Over the course of the next 5-6 years, the importance of getting Air-Play on terrestrial i.e. traditional, programmed radio will drastically decline, as people are switching to the Internet (and by extension, to each other) as the #1 way of sourcing music programs. We will see a drastic increase in fragmentation as people will do anything from carefully customizing each track in their lists to just listen to ‘what’s on’ – and there will be 100s of permutations in between. From total engagement to total passive consumption, there will be offers covering each – and they will all be connected.

Because of the strong uptake in next generation mobile devices (fka cell phones), the explosive proliferation of social networks and the drastic increase in wireless broadband capabilities at ever decreasing costs (yes, not yet – but give it another 18 months) we will see people use their mobile devices as prime instruments of listening to radio-like music programs – there will be hundreds of radio/music apps available via the various app stores that each device maker AND operator will offer; some paid, most feels-like-free, some sponsored….

>>>read more

So what is the future of radio as a communication medium? I believe radio should become a talk based dispenser of (relevant) information. Is radio to blame or is it technology? Should radio now focus it’s efforts on supplying content for new technology as a way to survive? Does it know what content is anymore…?

http://www.mediafuturist.com/2009/02/marketing-music-20-the-importance-of-traditional-air-play-radio-versus-net-play.html

The Foundation: Good Writing

I have always said that good radio (or any kind of communication) comes from good writing. Here is an incredible example of that. Enjoy!

Has PPM Made Radio Imaging Obsolete?

As PPM (Portable People MeterTM) continues it’s roll out in markets all over North America most recently in Dallas-Ft. Worth, Atlanta, Washington DC and Detroit, I think this has become a legitimate question as posed by one of my Canadian clients. At the risk of sounding like a self preservationist the simple answer is no, imaging is just as important as ever!

Putting the subject of ‘reach’ aside for another time, PPM has given us a powerful way to collect listener data in the same way that barcodes revolutionized the way corporations keep track of inventory. However, do you think that Coca Cola stopped putting it’s famous red and white design on it’s, cans, bottles and boxes now that they had a barcode system? Again, the answer is no.

The packaging of your radio station is just as important as it was before.

Keeping it Simple: Car Wash $10

It was a beautiful spring morning in Montréal, the kind we had dreamt about all winter long, the smell of Saturday was calling out, the birds were singing their morning song, the smell of freshly cut grass occasionally blew in.
My wife, sons and I decided to go out for brunch at a local restaurant. As we sat there on the terrace I noticed a group of teenagers across the street who were holding a car wash.

Whether they were a softball team, soccer team, school band I wasn’t quite sure. It was obvious however, that they were having quite a difficult time attracting anyone despite the fact that there had been a downpour the night before. They were waving their signs, yelling and jumping up and down but to no avail. After watching this scene for maybe half an hour and as our waitress cleared the table I had an idea…was it a need to help or just my own selfish desire to prove a point? I don’t know.

I grabbed a black Sharpie from the car and ran across the street. After introducing myself and my idea I took 4 of their signs, flipped them over and simply wrote: “Car Wash $10”. I headed back to the restaurant to enjoy my freshly frothed cappuccino and to see my plan unfold.
Sure enough, before I could get past the foam topping, cars had started to pull into the parking lot and by the time I had paid the bill, there was a lineup! All in a days work I thought as I piled my family into the car to head home…just like I had told one of my clients the week before ‘the simpler the message the better’!
While the kids had thought to bring all of their buckets, wash cloths, hoses, soap and a change of cloths all the elements you need for a successful car wash they hadn’t thought about how they were going to attract their customer. Their attempts were confusing at best, each one of their signs had different messages each explaining in a different way what the car wash was for, why they should stop and let them wash their car, etc. What they needed was one simple and clear message to attract customers “Car Wash $10”.

Think It Through
So how does this apply to branding your radio station? Think about it, you’ve spent millions of dollars buying and setting up a transmitter, setting up a radio station, hiring the right people and picking the right music, but how much thought have put into the message you’re using to attract customers.

It has been said that radio people are so close to their radio station that all they see are the trees. Radio listeners on the other hand, see the forest, the bigger picture. Well, these days in our over communicated world I’ll take it a further step back: Radio listeners today are seeing that forest as they fly down the highway of life doing 100 mph!! So how do you expect them to see what it is you’re selling amidst a landscape filled with messages?
We have to create a message that is so simple, so clear that nobody can miss its intention. “Car Wash $10”.

What’s Your Message?
Some products can be as easily identified by there positioning statement as by the brand name or logo. Here are some examples:
• “The Real Thing”
• “Mm’mm Good”
• “I’m lovin’ it”
• “Eat Fresh”
• “Just Do It”

So what message are you giving to your listeners?

• Your Favourites of the 70’s 80’s 90’s and Today
• The Rock Station That Really Rocks
• Give us 30 minutes. We’ll give you an incredible variety of songs
• The only radio station that gives you 50-minute music hours
• All your favourite songs from all your favourite stars

All very nice but memorable? No.

You need to pick a word or short phrase and own it. Make it signify what your station is in the mind of your listener. Your message needs to be sharpened to the point where it can cut through the clutter of our over communicated world.

Keep it simple, keep it focused, keep it clear, keep it consistent and you’ll get them lining up around the corner.

The Million Dollar Question

So here it is, over the last decade or more I have had many people from ALL walks of life asking me “so…how can I get into voice overs?” as if they’re asking how to get to Carnegie Hall…to which I say “practice, practice, practice”!

It’s About Delivery

To begin, remember that it’s not the quality of the voice that counts, it’s the quality of the delivery, an idea which is lost on 85% of the so-called “voice artists” at voices123.com and other such websites. For those just starting out, I suggest you find a good VO class. This may not be easy, but if you live in a major city, you should be able to find a choice of classes. Some also exist in smaller cities, but be sure to check out the credentials of the teaching staff before you commit. If classes are not available (and even if they are) I recommend a few books that I believe will give you a running start in the business.

“Secrets of Voice Over Success” by Joan Baker features the viewpoints of more than a dozen working Voice Actors, like my friend Joe Cipriano and the late Don Lafontaine. You’ll learn from their experiences, and receive terrific guidance in the areas of acting, studio techniques, client relations, and many other areas.”Step Up to the Mic: A Positive Approach to Succeeding in Voice-Overs” and “You Can Bank on Your Voice” by Rodney Saulsberry. These books explore critical aspects of VO from the viewpoint of one of the most successful Voice Actors in the business.“The Art of Voice Acting” by James R. Alburger. Step by step instruction on developing a voice over career, including exercises to help strengthen your instrument. And remember, practice doesn’t make perfect. ‘Perfect practice’ makes perfect.

What kind of equipment do I need?

It’s a lot less complicated than it was when I was starting out. Today, all you really need to get started is a computer, a good microphone and software (I use Pro Tools). There are a number of software programs that you can purchase or download that will allow you to record, edit and enhance your voice. I suggest you investigate your options based on what you can afford. I, like most of the top Voice Actors have ISDN Digital Phone lines. With ISDN, you can work from your home studio to virtually any place in the world that has the same equipment. There is new technology that’s slowly becoming an industry standard that allows you almost instant computer access to your clients called Source-Connect, by Source-Elements which I own and use regularly. Source Connect works exactly like ISDN but is far less costly ($400) and uses your high speed internet connection.

What can I do to improve my voice?

Believe it or not singing lessons always help. I’ve sung in Men’s choirs and in various singing groups including a barbershop quartet. You may never perform in Carnegie Hall, but you will improve your breath control, and expand the range of your vocal delivery. Also, simply using (not abusing) your voice by reading out loud will, over time, improve the quality and strength of your instrument. Don’t think that smoking and drinking is going to help you develop a deep, rich tone. Smoking and drinking will help you develop cancer and cirrhosis of the liver. Take care of your voice, and it will work for you.

Back to School We Go

 

Well, as I get ready to go back to school to start teaching some of the things I’ve learned over the years as a small business owner along comes this new book called ”Buyology: Truth and Lies About Why We Buy,” by marketing wizard Martin Lindstrom. The book is based on a research project that Lindstrom conducted over three years. He and his team used functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) technology to understand what happens in consumers’ brains as they are exposed to advertising and specific brands. This research falls under a body of marketing called neuromarketing. And hold on to your hat because it shatters some previously hardcore beliefs about marketing!

Fear sells, sex doesn’t. Our primal instinct as human beings is to survive; therefore, fear and sex are key. Fear relates to our survival: Do I have enough to eat? Will I have enough money when I retire? Is that product safe? Sex relates to procreation. In this respect, Lindstrom claims that political fear-based advertising is effective because it taps into our primal concerns of survival. Sex-based advertising, however, overwhelms us physically, so all we take away is the sexual part and we disregard the brand associated with it.

Pass the cigarettes, please. Did you know that global cigarette smoking has increased 13 percent and that warning labels are part of the reason? In fact, Lindstrom’s findings suggested that the warning labels stimulate the nucleus accumbens, a region of the brain that increases cravings. Tobacco companies have actually been able to increase sales even though cigarette advertising has been banned in most countries.

Forget product placements. This is a hard one to swallow, but according to the research 99 percent of product placements are completely ineffective. What about the 1 percent? The only effective product placements integrate into the content in a completely meaningful way. Here’s a way to test it out: if your brand can be replaced with any other brand and it wouldn’t make any difference, your sponsorship or product placement is probably a waste of money. However, if the addition or removal of your brand would affect the environment’s context, you’re probably on the right track. Think of “American Idol.” AT&T is a good integration, Coca-Cola is ok, but Ford isn’t good at all.

Logos are meaningless. In many cases, it’s preferable to not even have a logo on your advertising.

Advertising agencies should hire rabbis, priests, and imams as consultants. Lindstrom claims that strong brands are like religions and how a Catholic feels when viewing an image of the Virgin Mary is how a brand evangelist feels when experiencing his brand affinity. Brands should try to create rituals that are similar to religious rituals. Think about green bean casserole and Thanksgiving. The two are so connected that one of the key ingredients, French Fried Onions, probably wouldn’t even exist if it wasn’t for this holiday and the classic American dish.

Three Tips for Writing for the Web

Whether writing for an online catalog, a blog or an e-newsletter, certain rules hold true. (In many cases, they’re similar to those your 8th grade English teacher taught you.) “How to write for the Web” at USC’s Online Journalism Review, edited by Robert Niles, offers some concise tips for highly effective online communication:

Keep it short and sweet. Online readers have remarkably short attention spans. Expect them to skip over flowery prose and any paragraph running longer than five lines. Break text up with bullet points, bold headers and block quotes.

Maintain an active voice. Overly complex tenses (e.g. will have been) and overuse of the passive verb “to be” (e.g. is, was or were) lend a passive tone. We handily exceeded expectations has more punch than We will have handily exceeded expectations or Expectations were handily exceeded.

Attribute your sources. You earn maximum credibility by making it easy for readers to find your source material. Provide a URL (a Web page’s address) or—even better—a hypertext link (a highlighted word that links to the URL) embedded in your text with simple html codes.

Finally, do a quick spell-check before publishing. Even one mistake looks sloppy and can weaken your authority on the subject.

Learn more here at the Annenberg Center for Communication at USC.