The Importance of Radio Imaging

8 06 2012

Dave Foxx always says it best:





Why Athletes Should Wear Pants

9 03 2011

How Radio Can Take Advantage of Viral Video:





5 Ways to Instantly Improve Your Radio Imaging

21 10 2010

THINK OF RADIO IMAGING as the packaging around your radio station.

Imagine for a minute, a box of Tide, Coca Cola or Wheaties sitting on the grocery store shelf in a plain brown package with black crayon lettering and drawings to describe what’s inside: Soap. Soda. Cereal.

These companies put a lot of money, time and research into their products, why would they give up when it came to creating it’s distinctive packaging?

Why should you…?

Download this free report and get your radio imaging back to where it should be…the distinctive packaging for your product.

5 Ways to Instantly Improve Your Radio Station’s Imaging (.pdf 520kb)

DOWNLOAD NOW





Stay Fresh

17 09 2010

For effective radio imaging you have to have a clear message that is supported by your audio production elements (SFX, music,etc.).

In the case of this Virgin Radio TV ad the visual supports the imaging statement…”stay fresh”.

Translation: Don’t Get Old Too Fast…Stay Fresh!





Communicating with Sound

14 05 2010

As I start preparing for my next lecture on sound as a communication tool I’ve discovered this. Enjoy!





Effective Radio Imaging is ‘Brand Advertising’

7 11 2009

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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?





Take the Radio Out of Radio

13 02 2009

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.








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