What Makes Radio Tick
What makes clients tick...is what makes listeners tick.
This shouldn't be rocket science. Radio is an emotional medium and listeners tune in to radio--even talk radio--to feel something. The good news is that consumers buy on the basis of feeling more than fact. So why do so many advertisers and [gasp!] their stations still treat radio advertising as if it exists to give listeners a laundry list of information? If a client wants to tell the public every factual detail of their products and prices, they should buy print...(or better, post the details on their website, and use their print budget to advertise their site on radio!)
On the other hand, if a client wants to be THE known name when it comes to their product or service, the world of feeling is the ideal battleground, and the weapon of choice is an ad that stands out from all others, that speaks to the heart and makes listeners feel something.
In creating this type of advertising, the first heart to stir is your client's. "The sale is won or lost in the first minute your client hears their new commercial." [Jim Blundell, CHUM Sales System] When the client feels something, they know the public will feel something too, and they'll open their wallets a lot wider to make that possible. Bottom line: asking for a big order from a client is easy once they're thoroughly sold on what they HEAR and FEEL.
Let's talk about jingles.
Your advertiser using a jingle wields a double-edged sword in the battle for the public's heart. First, they win the listener's attention...a good jingle stands out and then sticks in people's minds for years to come. Second, music evokes emotions...and well-crafted music injects the exact feelings that differentiate your client's unique business...the company's "brandsoul." Music conveys subtle details to the subconscious that mere words can't. What better way to become the FIRST name that comes to mind in your client's product category.
It's no surprise that many of the hundreds of businesses who have purchased our jingles have seen some startling sales increases...(see business success stories)...but the exciting part is watching you win...the radio station. YOU become the hero of the story when your clients are converted from buying print, other media or other stations in your market. What converts them is simple: they hear something that pushes all the right buttons, makes marketing sense, and offers a very real hope of standing them apart from the clutter...plus it's a level or three above what your station's competitors can offer them.
Did we mention our service is free?
Okay, not entirely...but the first step is...and maybe even the second and third...all at no risk to you.
First, you choose a client or prospective client you'd like to make happy, and tell us a few words about their business. Next, one of two things will happen. We may have a jingle or ad campaign "on the shelf" that might be perfect for your client. Or we can develop one. The second step is we tell you which options are available to you. If we have an existing jingle or ad campaign that's a "match," you may be able to slip your client into something outstanding for as little as a few hundred dollars. (See product groups where we already have strong campaigns or jingles.)
If we need to start from scratch, the production budget will probably be between $1500 - 3000. For that, you'll get top notch talent, huge state-of-the-art production, and an exciting national-sounding jingle or ad campaign...intended to bring your client to a whole new level.
The third step is we'll send you a customized demo to show your client. That may be free, or we may require a commitment from your station or your client. Either way, if your client isn't 100% satisfied with our work we'll refund the deposit. We'll also provide you with some tips in how to present our work to your client...and then you'll walk your client through a fun meeting culminating in pressing PLAY. It's an exciting moment, and generally after two or three listens you'll see the first glimmer of dollar signs in your client's eyes. Now you can talk about making your station their new best friend, then whip out that new contract.
How do we get paid?
In Marlene's case, the station paid our bill...a pittance compared to the hundreds of thousands of dollars they made. Some stations prefer to have us deal directly with their client. Many choose to mark-up our fee. Whatever wins for you is groovy with us, as long as an agreement is in place before our work is broadcast.
This shouldn't be rocket science. Radio is an emotional medium and listeners tune in to radio--even talk radio--to feel something. The good news is that consumers buy on the basis of feeling more than fact. So why do so many advertisers and [gasp!] their stations still treat radio advertising as if it exists to give listeners a laundry list of information? If a client wants to tell the public every factual detail of their products and prices, they should buy print...(or better, post the details on their website, and use their print budget to advertise their site on radio!)
On the other hand, if a client wants to be THE known name when it comes to their product or service, the world of feeling is the ideal battleground, and the weapon of choice is an ad that stands out from all others, that speaks to the heart and makes listeners feel something.
In creating this type of advertising, the first heart to stir is your client's. "The sale is won or lost in the first minute your client hears their new commercial." [Jim Blundell, CHUM Sales System] When the client feels something, they know the public will feel something too, and they'll open their wallets a lot wider to make that possible. Bottom line: asking for a big order from a client is easy once they're thoroughly sold on what they HEAR and FEEL.
Let's talk about jingles.
Your advertiser using a jingle wields a double-edged sword in the battle for the public's heart. First, they win the listener's attention...a good jingle stands out and then sticks in people's minds for years to come. Second, music evokes emotions...and well-crafted music injects the exact feelings that differentiate your client's unique business...the company's "brandsoul." Music conveys subtle details to the subconscious that mere words can't. What better way to become the FIRST name that comes to mind in your client's product category.
It's no surprise that many of the hundreds of businesses who have purchased our jingles have seen some startling sales increases...(see business success stories)...but the exciting part is watching you win...the radio station. YOU become the hero of the story when your clients are converted from buying print, other media or other stations in your market. What converts them is simple: they hear something that pushes all the right buttons, makes marketing sense, and offers a very real hope of standing them apart from the clutter...plus it's a level or three above what your station's competitors can offer them.
Did we mention our service is free?
Okay, not entirely...but the first step is...and maybe even the second and third...all at no risk to you.
First, you choose a client or prospective client you'd like to make happy, and tell us a few words about their business. Next, one of two things will happen. We may have a jingle or ad campaign "on the shelf" that might be perfect for your client. Or we can develop one. The second step is we tell you which options are available to you. If we have an existing jingle or ad campaign that's a "match," you may be able to slip your client into something outstanding for as little as a few hundred dollars. (See product groups where we already have strong campaigns or jingles.)
If we need to start from scratch, the production budget will probably be between $1500 - 3000. For that, you'll get top notch talent, huge state-of-the-art production, and an exciting national-sounding jingle or ad campaign...intended to bring your client to a whole new level.
The third step is we'll send you a customized demo to show your client. That may be free, or we may require a commitment from your station or your client. Either way, if your client isn't 100% satisfied with our work we'll refund the deposit. We'll also provide you with some tips in how to present our work to your client...and then you'll walk your client through a fun meeting culminating in pressing PLAY. It's an exciting moment, and generally after two or three listens you'll see the first glimmer of dollar signs in your client's eyes. Now you can talk about making your station their new best friend, then whip out that new contract.
How do we get paid?
In Marlene's case, the station paid our bill...a pittance compared to the hundreds of thousands of dollars they made. Some stations prefer to have us deal directly with their client. Many choose to mark-up our fee. Whatever wins for you is groovy with us, as long as an agreement is in place before our work is broadcast.
