Why I love Radio- 2

I wrote lots of radio spots in college at Temple University. Some actually got recorded and were used to play for prospective employers. My first professional commercial was written for the John Wanamaker department store in 1974. The copy chief approached and asked if I could write a radio advertisement for a mattress sale. I developed a character named the “great insomniac” who couldn’t seem to find the right mattress
for a good night’s sleep until he found John Wanamaker.
Insomniac: Every time I lie down, I feel like I’ve fallen in a well, sinking deeper and deeper.
Interviewer: Have you tried John Wanamaker?
Insomniac: What? Another Doctor?
Interviewer: No Silly! John Wanamaker. It’s the only place in town with 25-50% off
Sealy, Serta, and Sterns & Foster mattresses and box springs…

The commercial was recorded at a local Philadelphia radio station and utilized a pair of veteran actors, a male and female, who really brought my words to life and added just the right sense of humor. I was thrilled and honored for the opportunity to create my first professional spot and felt even more elated when told that the commercial sold lots of bedding. Frankly radio has always been my favorite advertising medium. I thoroughly enjoy conceptualizing and Imagineering radio commercials. You often times write with a particular male or female voice or character sound in your mind’s ear. Then, think about the music or sound effects that will make the commercial flow and command attention by cutting through the radio clutter. My agency has produced hundreds of radio spots for diverse clients including car dealerships, retailers, law firms, apartment communities and new housing developments. I’ve also created custom jingles with original lyrics and music, which establishes a branding/awareness/lead generation campaign and extends the remembrance factor through a familiar-sounding tune and tagline.

Jingle for an insurance company, targeting an ethnic community went something like this:
“Turn to Tremple for insurance for your car. Turn to Tremple, now matter how you travel
near or far. We’ve got service that’s fast, no punk, no jive. Temple is the best car insurance alive. C’mon and turn to Tremple, we’re always at your side!”

As for radio research, placement and coordination, obviously your product or service needs to targeted to the right potential consumers. In my experience, talk and all-news stations seem to have a more direct connection with the audience as people are more attentive and actively involved as opposed to music stations which are more passive.
Radio should be bought for quality as well as by the numbers. A prime example is a classical or jazz station whose ratings are comparatively low, yet attract a sophisticated, upscale market. With radio’s need to be more dynamic, stations now have incorporated an internet component to further enhance the listener’s experience and drive traffic to your website in a push and pull marketing effect.

I personally still love radio and feel it can be used effectively in the marketing mix along with outdoor, direct mail and other forms of conventional and internet/social marketing.