Working in the radio industry I get spots across my desk everyday, some good, some bad. The latest campaign from American Family Insurance is the best I have heard in quite a while. They mix 'real people' with agents in a :60 spot, with just the right music in the background. These ads are both on radio and on television.
I have noticed other insurance companies rolling out similar ads as well, State Farm and their 'cute little girl', and of course Allstate killing the 'Put them in Good Hands' line(it may be annoying, but it works!)
I believe, at least in this area(Eugene/Springfield, Oregon) that things are beginning to turn around. When you have clients returning that are doctors, plastic surgeons, dentists, and video game stores, that is usually a pretty good sign things are starting for the better. (not to mention we have close to three of our six radio stations sold out right now.)
That bring me to my next point, I am going to focus more in actually writing a script for a client for a few moments. If you haven't read my last entry, 'Back to Basics', please take a moment and do so. It will give you some more insight into what I am about to discuss....that being 'Questions'
When is it okay to ask a question in a commercial? and where? When doing so it actually makes the comsumer stop for a moment and answer it in their head. It has not been done, at least with my production for a while, and I am going to work on bringing this quality back to the table. However, it has to be done correctly. (Example: 'What place in Eugene has the highest quality food for the best price? (1/2 beat to 1 beat pause) If you answered Hole in the Wall you would be right! Hole in the Wall BBQ has been named Best.......")
so a few nuggets in this entry. more to come. the amount of coverage of Michael Jackson's funeral was astounding, according to CNN, close to 10 million watched their online stream, not counting the number of television viewers. I will discuss this more on my other 'Lifenuggs' blog shortly.
Thanks for reading,
JP
Justin is Production Director for a radio group in Eugene, Oregon. He also is available for freelance voiceover work. Feel free to contact him.
email: justin.phillips@live.com
http://www.twitter.com/justinphillips
http://jpvoice.wordpress.com
http://lifenuggs.blogspot.com
Wednesday, July 8, 2009
Tuesday, May 26, 2009
1st entry: As We Head Toward Summer....
Being in commercial radio production has it's good days and it's not so good days. I am opening up this blog to more of the 'not so'. If you would like to chime in, feel free to leave your comments below. I am opening this blog to anyone having to do with any type of selling, but am focusing on the radio sales side. Now I am not an expert when it comes to selling 'anything', but can simply put my perceptions here in the hopes that this blog reaches the audience it was intended to reach.
As we head toward summer, in a somewhat recovering economy, the advertising dymanic has changed. If find that if we go back to the basics of advertising, rather than the 'usual' ads we have heard on the radio for, in some instances, years it will help 'Consumer America' to cope with the recovery of the economy and it may even help to stimulate as well.
First off, this weekend I heard the same ads over and over and over and over and over(you get the point). Every commercial break were the 'same' ads. It may be ok if your company doesn't have a lot of money to produce one ad for a weekend like Memorial Day, but when your company(without naming names) runs the same thing over and over, it's not - in my mind - considered a commerical anymore - it turns into a tuneout. It may be on in the background, but I'm not 'listening' to it. When you have a large company, PLEASE take the time to mix it up a little, instead produce two or three spots to rotate, even better, use different voices and different effects. You will also keep the attention of Mr Consumer and be more 'top of mind' than 'out of mind.'
Second, there is a lull right now in advertising, at least where I am, and rather than going through the phone book using the 'close your eyes and point method,' THINK. We are headed into the summer season - (from what I said above 'back to the basics') What things are people doing in the summer? Who do they goto for lawncare? Are They a 'Do It Yourselfer', Are they taking a trip? How do they plan to get there? What are they going to do on vacation? If you answer all of these questions you should have a list of about 30-50 or more clients you can call upon who offer services mentioned above. How many automotive shops/parts stores are 'on the air' right now pushing a special 'like' - stop in for a battery check and get a free tire rotation? - it's added value for your station and if you look at barter these companies are most likely already running spots in your current spot inventory - albeit a 'national' spot, but why not try to localize it. Even look at sponsorship opportunites for say a certain timeslot or show. "The Rink Dink Hopalong Show is brought to you by: Spinks, who reminds you to come in...."
These are just a few ideas I will be passing along on this blog in the coming months. As we head through the summer, if there are any topics you would like me to touch on, let me know.
thank you for your time in reading.
Sincerely,
Justin Phillips
Justin is Production Director for a radio group in Eugene, Oregon. He also is available for freelance voiceover work. Feel free to contact him.
email: justin.phillips@live.com
http://www.twitter.com/justinphillips
http://justinphillips.voices.com
http://lifenuggs.blogspot.com
As we head toward summer, in a somewhat recovering economy, the advertising dymanic has changed. If find that if we go back to the basics of advertising, rather than the 'usual' ads we have heard on the radio for, in some instances, years it will help 'Consumer America' to cope with the recovery of the economy and it may even help to stimulate as well.
First off, this weekend I heard the same ads over and over and over and over and over(you get the point). Every commercial break were the 'same' ads. It may be ok if your company doesn't have a lot of money to produce one ad for a weekend like Memorial Day, but when your company(without naming names) runs the same thing over and over, it's not - in my mind - considered a commerical anymore - it turns into a tuneout. It may be on in the background, but I'm not 'listening' to it. When you have a large company, PLEASE take the time to mix it up a little, instead produce two or three spots to rotate, even better, use different voices and different effects. You will also keep the attention of Mr Consumer and be more 'top of mind' than 'out of mind.'
Second, there is a lull right now in advertising, at least where I am, and rather than going through the phone book using the 'close your eyes and point method,' THINK. We are headed into the summer season - (from what I said above 'back to the basics') What things are people doing in the summer? Who do they goto for lawncare? Are They a 'Do It Yourselfer', Are they taking a trip? How do they plan to get there? What are they going to do on vacation? If you answer all of these questions you should have a list of about 30-50 or more clients you can call upon who offer services mentioned above. How many automotive shops/parts stores are 'on the air' right now pushing a special 'like' - stop in for a battery check and get a free tire rotation? - it's added value for your station and if you look at barter these companies are most likely already running spots in your current spot inventory - albeit a 'national' spot, but why not try to localize it. Even look at sponsorship opportunites for say a certain timeslot or show. "The Rink Dink Hopalong Show is brought to you by: Spinks, who reminds you to come in...."
These are just a few ideas I will be passing along on this blog in the coming months. As we head through the summer, if there are any topics you would like me to touch on, let me know.
thank you for your time in reading.
Sincerely,
Justin Phillips
Justin is Production Director for a radio group in Eugene, Oregon. He also is available for freelance voiceover work. Feel free to contact him.
email: justin.phillips@live.com
http://www.twitter.com/justinphillips
http://justinphillips.voices.com
http://lifenuggs.blogspot.com
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