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!

Advertisements




Effective Presentations

9 09 2010

Sometimes in order to communicate your idea you will need to get up in front of a small audience where all eyes will be on you for your entire presentation. To prepare you for those occasions I present to you the amazing Garr Reynolds. Everything I do in my presentations comes directly from this guy:





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!





Is Your Message Relevant?

12 03 2010

Whether I’m lecturing on the subject of radio, writing for media or how to market your small business, one of my main mantras is that sex doesn’t sell…fear sells! It’s one of those pesky survival instincts that we still carry around from our caveman days.

If your message isn’t relevant to my immediate situation (and survival) I won’t pay attention to it. Craft your message so that it’s relevant to my immediate situation and your message will be burned into my memory.

What’s On Their Mind
Think about what’s on the mind of your potential client as they are discovering your message. Are they exposed to your message while reading a magazine? What’s the subject of the magazine and how can you craft your message to coincide with what they’re thinking about? Perhaps they are exposed to your message in the form of a poster in a hockey arena…how can you create a relevant message to sell your product/service?

Being Relevant
If you’re a home decorator and you’ve decided to attract all of the hockey Moms of your neighbourhood at the arena with a poster, play up the fact that while they’re “…stuck here at the arena, who’s updating the look of your home so you won’t look ridiculous when all the other hockey Moms come over for coco later”…?

How can you make your small business message relevant for the places you’ve decided to do your marketing?

One marketing message for all situations won’t work, you need to make it relevant!





How to Tell A Story Without A Voice Over

8 02 2010

Contrary to popular belief I’m not in the voice over business…I am in the storytelling business. Every script I receive is a story in one form or another and I’m hired to tell that story. If you’ve attended one of my lectures you will already know that this is my core approach to everything I do.

That said look at this awesome :30 second story, told without a voice over at all:





Effective Radio Imaging is ‘Brand Advertising’

7 11 2009

dreamstime_8196596

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

26 03 2009

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 LinkedInFacebook and now Twitter.








%d bloggers like this: