In the ongoing discussion about "who's yer favorite media?"...radio continues to take it on the ear (pun entirely intended). Advertisers continue to cover their assets through the current economic situation and every single dollar spent requires a return on the investment. Even if the organization's circumstance hasn't been affected by the downturn, chances are the economy is being used as an excuse to re-evaluate strategies, campaigns, promotions...everything.
In spite of the obvious attraction to invest in mobile, online and Web 2.0...there are some new (old?) alternatives worth exploring. Given the amount of "per inquiry" ads (think ShamWow, the Craftmatic ajustable bed, etc. that pay the station a commission of sales instead of a flat rate) running on local television stations, I have a hunch your local TV affiliate would be interested in scheduling premium time at a wildly discounted rate. Key points to make in the negotiation include: creative supplied, best available time, 8 week flight, minimum 21 occasions per week.
Like television, radio is scrapping for every dime right now. But unlike television, radio actually improves when there's less commercial inventory (television must fill commercial time...radio plays more music). Knowing there's less commercials on the air creates a terrific situation for the advertiser as the rates are terrific and your message is unlikely to compete against other spots in a jammed commercial cluster. In return for a booking through time, a station may provide you with reduced rates, premium placement in the cluster (first), and bonus occasions through the evening/weekend/all night.
As a reminder to how compelling a radio ad can be...I point you to the Radio Mercury Awards. Some past spots from the Mercury Awards include:
GO TO THE TRACK:
TEACHER:
INSTANT DEATH:
LIP RING:
The 2009 Mercury Award finalists are HERE and the spots are streamed on site. Don't miss the commercials named "Physical" and "Henry" and I'm a huge fan of the Motel 6 ads featuring Tom Bodett.
If you're looking at options on how to image your business, I'd be happy to help. Just drop a quick email to doug@3winsconsulting.com. Another great option is to visit MoodSwingMedia.
In spite of the obvious attraction to invest in mobile, online and Web 2.0...there are some new (old?) alternatives worth exploring. Given the amount of "per inquiry" ads (think ShamWow, the Craftmatic ajustable bed, etc. that pay the station a commission of sales instead of a flat rate) running on local television stations, I have a hunch your local TV affiliate would be interested in scheduling premium time at a wildly discounted rate. Key points to make in the negotiation include: creative supplied, best available time, 8 week flight, minimum 21 occasions per week.
Like television, radio is scrapping for every dime right now. But unlike television, radio actually improves when there's less commercial inventory (television must fill commercial time...radio plays more music). Knowing there's less commercials on the air creates a terrific situation for the advertiser as the rates are terrific and your message is unlikely to compete against other spots in a jammed commercial cluster. In return for a booking through time, a station may provide you with reduced rates, premium placement in the cluster (first), and bonus occasions through the evening/weekend/all night.
As a reminder to how compelling a radio ad can be...I point you to the Radio Mercury Awards. Some past spots from the Mercury Awards include:
GO TO THE TRACK:
TEACHER:
INSTANT DEATH:
LIP RING:
The 2009 Mercury Award finalists are HERE and the spots are streamed on site. Don't miss the commercials named "Physical" and "Henry" and I'm a huge fan of the Motel 6 ads featuring Tom Bodett.
If you're looking at options on how to image your business, I'd be happy to help. Just drop a quick email to doug@3winsconsulting.com. Another great option is to visit MoodSwingMedia.
Here's one that came out of our group for a Telecom in Canada:
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