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 Academydholliday@rab.com

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