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You are successfully signed into the Radio Advertising Bureau webinar:. If They Can’t See It They Won’t Buy It!. Improve Your Advertisers' Results With Creative That Simulates Visualization in the Consumer's Mind. For audio, dial into the conference center: 1-800-244-2500 anywhere in the USA - PowerPoint PPT PresentationTRANSCRIPT
RAB Radio Training Academy
You are successfully signed into theRadio Advertising Bureau webinar:
Improve Your Advertisers' Results With Creative That Simulates Visualization in the Consumer's Mind
For audio, dial into the conference center:
1-800-244-2500 anywhere in the USA1-212-786-7191 outside the USA, tolls apply
PIN code: 993851#
For technical assistance call RAB Member Response at 1-800-232-3131
If They Can’t See ItThey Won’t Buy It!
RAB Radio Training AcademyRAB Radio Training Academy
If They Can’t See ItThey Won’t Buy It!
Creative
Doc HollidayAcademy Training SpecialistRAB Training [email protected]
RAB Radio Training Academy
Consumer Marketing
Today’s Agenda...• Branding• The primary purpose of a
commercial• Why some commercials work
and others don’t• The science of the mind• Elements of a commercial• Additional thoughts on Creative
RAB Radio Training Academy
In focus group after focus group, the main complaint we hear about radio is,
Common misperception...
RAB Radio Training Academy
“There are too many commercials.”
Common misperception...
RAB Radio Training Academy
The problem is too many
BAD commercials.
Common misperception...
RAB Radio Training Academy
Branding- the establishment of an associative memory in the long-term memory of a consumer or prospect that links a product or service category with a specific provider.
Consumer Marketing
Definition… Soft Drinks
Hamburgers
Bologna
RAB Radio Training Academy
Branding- the establishment of an associative memory in the long-term memory of a consumer or prospect that links a product or service category with a specific provider.
Consumer Marketing
Definition… Soft Drinks
Hamburgers
Bologna
Coca Cola
McDonalds
Oscar Mayer
RAB Radio Training Academy
Branding Strategy
• Frequency• Consistency
• Message
Consumer Marketing
RAB Radio Training Academy
What is the Primary Purpose of a Commercial
RAB Radio Training Academy
The Primary Purpose of a Commercial
Fact: No human ever takes any action intentionally without first imagining taking the action in their mind.
RAB Radio Training Academy
The Primary Purpose of a Commercial
Fact: No human can take any decisive action in regard to a specific company unless there is an awareness of that company in their mind.
RAB Radio Training Academy
The Primary Purpose of a Commercial
Conclusion...
RAB Radio Training Academy
The Primary Purpose of a Commercial
The purpose of a commercial is to cause the listener to imagine taking the desired action and for that mental image to be desirable. The long-term goal of advertising should be to grow market share through TOMA.
RAB Radio Training Academy
Consumer Marketing
Some commercials work...
RAB Radio Training Academy
Consumer Marketing
Some commercials work...Some commercials don’t...
RAB Radio Training Academy
Consumer Marketing
Some commercials work...Some commercials don’t...
Why?
RAB Radio Training Academy
Common Mistake #1…Assuming the eyes and ears of
consumers are the final destination of the advertiser’s message.
RAB Radio Training Academy
They are, rather, portals to the place where memories are stored
and decisions are made…
RAB Radio Training Academy
The Mind
RAB Radio Training Academy
Consumer Marketing
Two Sides to the Story
RAB Radio Training Academy
Consumer Marketing
Two Sides to the Story Left• Analytical Thought• Deals in Facts• Comfortable with Logic• Adheres to Principles• Dubious of anything
new or different
Consumer Marketing
RAB Radio Training Academy
Consumer Marketing
Two Sides to the Story Left• Analytical Thought• Deals in Facts• Comfortable with Logic• Adheres to Principles• Dubious of anything
new or different
Right• Abstract Thought• Deals in Emotions• Delighted by Art• Breaks the Rules• Intrigued by anything
new or different
Consumer Marketing
RAB Radio Training Academy
Consumer Marketing
Common Mistake #2... Creating “Left-Brain” Commercials
Elements in a typical “Left-Brain” Commercial
• Number of years in business• Phone numbers, website, addresses• Credit cards accepted• Price points• Brand names• Clichés (family owned and operated, fast
friendly service, best selection in town, etc.)
RAB Radio Training Academy
Consumer Marketing
Many advertisers think this is what a commercial is supposed to sound like.
Many advertisers ask for this type of commercial.
Many advertisers are uncomfortable if their commercial doesn’t sound like this.
Common Mistake #2... Creating “Left-Brain” Commercials
RAB Radio Training Academy
Elements in a typical “Right Brain” Commercial
• Humor• Music/Jingles• Emotion • Common Experiences• Compelling stories• Surprising use of words• Strong first mental image (FMI) • Memorable last mental image
(LMI) Consumer Marketing
So, What Is A “Right Brain” Commercial?
RAB Radio Training Academy
• Think about the commercials they personally enjoy listening to.
• Think about the commercials they personally remember.
• Think about the commercials they hear others talking about.
Consumer Marketing
When discussing right brain commercials with a hesitant client ask them to…
RAB Radio Training Academy
Words matter...A LOT!
RAB Radio Training Academy
Unlike other media, radio commercials rely solely on words to communicate the
message.
RAB Radio Training Academy
Therefore...Words must be chosen
carefully if your client is to be satisfied with the results.
RAB Radio Training Academy
An Illustration
Consumer Marketing
RAB Radio Training Academy
Left BrainAn Illustration
Asking for a response.
Consumer Marketing
RAB Radio Training Academy
Consumer Marketing
Left Brain
Right Brain
An Illustration
Asking for a response.
Now, asking for the same response in a slightly different way.
Consumer Marketing
RAB Radio Training Academy
Who gets the ride in your mind? Consumer Marketing
Left Brain
Right Brain
An Illustration
Asking for a response.
Now, asking for the same response in a slightly different way.
Consumer Marketing
RAB Radio Training Academy
Consumer Marketing
CampaignsFormula For Long-Term Advertising SuccessFrequency + Consistency + Effective Message
= BRANDINGThis formula requires a campaign of commercials. A campaign is made
up of commercials that each contain similar elements wrapped around
fresh messages.
RAB Radio Training Academy
Consumer Marketing
CampaignsRecurring Campaign Elements
Music Bed Jingle
Voice Talent Company Slogan
Commercial Theme
RAB Radio Training Academy
If you want people to imagine taking action…
RAB Radio Training Academy
If you want people to imagine taking action…
RAB Radio Training Academy
Question: How long should a good commercial be?
RAB Radio Training Academy
Answer: As long as it needs to be to accomplish the
client’s objective.
RAB Radio Training Academy
Consumer Marketing
Clichés…Commercial Killers.Not Killer Commercials.
RAB Radio Training Academy
Consumer Marketing
Clichés…• Family owned and operated• We accept all major credit cards• In business for 15 years• Fast friendly service• Biggest selection in town• 3 convenient locations to serve you• Lowest prices in town• A name you can trust• Hurry in, these prices won’t last
(Or any variation of the above examples)
Your new appliance store client just handed you this newspaper ad and said, “Here, write my commercial.”
Does this sound familiar?
Explain the Consumer Buying Cycle
Attention
Interest
Desire
Action
Does this sound familiar?
Explain the Consumer Buying Cycle
Attention
Interest
Desire
Action
Does this sound familiar?
Radio captures attention, stimulates interest, and ignites desire.
Newspaper works best at the action stage.
Radio commercials perform different functions than newspaper ads. Therefore, the content of radio commercials has to be different than the content of newspaper ads.
Does this sound familiar?
RAB Radio Training Academy
Consumer Marketing
Some commercials work...Some commercials don’t...
Why?
RAB Radio Training Academy
Consumer Marketing
Some commercials work...Some commercials don’t...
Are you beginning to understand?
RAB Radio Training Academy
Sometimes “free”
commercials are the most expensive.
Radio doesn’t work!
RAB Radio Training Academy
Consumer Marketing
Sometimes “free”
commercials are the most expensive.
We don’t need
anymore of these clients.
Radio doesn’t work!
RAB Radio Training Academy
Consumer Marketing
Sometimes “free”
commercials are the most expensive.
We don’t need
anymore of these clients.
“We tried Radio and it doesn’t work!”
RAB Radio Training Academy
The objective of the client’s advertising is to accomplish the goals you identified in your CNA meeting.
Consumer Marketing
Final Thoughts...
RAB Radio Training Academy
The objective of the client’s commercial is to cause consumers to imagine doing what the client needs them to do to accomplish their advertising goals.
Consumer Marketing
Final Thoughts...
RAB Radio Training Academy
The effectiveness of the commercial will depend on how much emotional satisfaction people feel when they imagine taking the action.
Consumer Marketing
Final Thoughts...
RAB Radio Training Academy
Do not wait until the last minute to “crank out” a commercial. The correct message requires discussion, planning, and time.
Consumer Marketing
Final Thoughts...
RAB Radio Training Academy
YOU must accept the responsibility of making sure your clients have the best message possible for accomplishing their objectives.
Consumer Marketing
Final Thoughts...
RAB Radio Training Academy
RAB’s CPCC - Certified Professional Commercial Copywriter Program Radio and Production magazine at www.rapmag.com RAB Online at www.rab.com
For More Information...
RAB Radio Training Academy
?Let’s
Open The Lines For
Final Questions
RAB Radio Training Academy
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RAB Radio Training AcademyRAB Radio Training Academy
Crafting advertising messages and
communicating with the human mind.
Consumer Marketing
Creative