I'm proposing marriage, BENMARadio style.
Look, marrying clients to each other is nothing new-- it's been done in local markets since Bill Paley realized this radio thing wasn't a fluke. But today, marriage makes more sense than ever.
If you can find two businesses who can become interdependent on each other with a smart effective offer, why not marry them? Just don't do it the traditional way, by piggybacking them or having them share a 30 or 60. Instead, marry them by bookending them in a stop set. Bookends are usually 15's, but can be done as 30's. So, say you marry a movie theater to a furniture store. The stop set opens with 30 second copy for the movie theater, offering 20% off a living room set when you choose a ticket package of $50 or more, good for admission to the theater. Then it reminds you that the furniture store has something to add in just a few seconds.
The stop set continues with other clients, then ends with the furniture store 30. They now tell you about how you can get a free love seat at the furniture store when you purchase a concession gift card of $50 or more. Two offers working two separate ways for two clients.
Sell the bookends as one schedule, not two, so the clients save money and realize results. In a soft economy, it's great way to spur sales without breaking anyone's budget.
You can bet this is a marriage that will last.
Using your creative message to make your client,and you, financially successful
Tuesday, February 9, 2010
Tuesday, February 2, 2010
Keeping It Real
Serious issue gang. And it's simple--
What your client wants to say and what the audience wants to hear are two separate things.
And that's why radio fails for clients so many times. So stop failing. You've got to be in control of your client. Here's how-- the audience does not want to be assualted with information, and most of your clients can't wait to pack their 30 or 60 seconds full of info. So just remember--
What your client wants to say and what the auience wants to hear are two separate things.
Make this your mantra. That way, when you start discussing your client's ad content, you'll keep it real. Keep it focused on ONE IDEA. Solve ONE PROBLEM. Do that by reminding your client that the listener has no idea what's coming at them. Your CLIENT knows what the commercial says----your CLIENT knows what time it's playing. The audience doesn't. So, just blasting information at them is not going to work, and worse, will cause tune out.
What your client wants to say and what the auience wants to hear are two separate things.
Feature your client's strength and solve their immediate problem, while you keep the message simple for the audience to understand. Keep it real and it will play well for everyone.
What your client wants to say and what the audience wants to hear are two separate things.
And that's why radio fails for clients so many times. So stop failing. You've got to be in control of your client. Here's how-- the audience does not want to be assualted with information, and most of your clients can't wait to pack their 30 or 60 seconds full of info. So just remember--
What your client wants to say and what the auience wants to hear are two separate things.
Make this your mantra. That way, when you start discussing your client's ad content, you'll keep it real. Keep it focused on ONE IDEA. Solve ONE PROBLEM. Do that by reminding your client that the listener has no idea what's coming at them. Your CLIENT knows what the commercial says----your CLIENT knows what time it's playing. The audience doesn't. So, just blasting information at them is not going to work, and worse, will cause tune out.
What your client wants to say and what the auience wants to hear are two separate things.
Feature your client's strength and solve their immediate problem, while you keep the message simple for the audience to understand. Keep it real and it will play well for everyone.
Subscribe to:
Posts (Atom)