Get more out of creative radio Andrew Ingram 1.INTRODUCTION 2.WHAT RADIO IS REALLY LIKE 3.HOW NOT TO DO IT 4.RADIO SCRIPT EXERCISE 5.TOP TIPS FOR CREATIVE RADIO 1.INTRODUCTION 2.WHAT RADIO IS REALLY LIKE 3.HOW NOT TO DO IT 4.RADIO SCRIPT EXERCISE 5.TOP TIPS FOR CREATIVE RADIO My background Cambridge student Penniless musician Media sales Quant/qual research Agency account planning Radio??? (Are you mad???) Consultant / writer My background Cambridge student Penniless musician Media sales Quant/qual research Agency account planning Radio??? (Are you mad???) Consultant / writer My background Cambridge student Penniless musician Media sales Quant/qual research Creative agency planner Radio??? (Are you mad???) Consultant / writer Background to the UK RAB Set up to market the medium in 1992 Education, stimulation, unification Customer-facing, NOT servicing stations Radios share moved from 2% to 7% in UK Cost about 35m recouped about 3.5bn Barriers facing radio in 1992 Does it work? Too complicated to plan and buy Client ignorance Not sexy invisible The creative barrier Barriers facing radio in 1992 Does it work? Too complicated to plan and buy Client ignorance Not sexy invisible The creative barrier internet 1.INTRODUCTION 2.WHAT RADIO IS REALLY LIKE 3.HOW NOT TO DO IT 4.RADIO SCRIPT EXERCISE 5.TOP TIPS FOR CREATIVE RADIO 1.INTRODUCTION 2.WHAT RADIO IS REALLY LIKE 3.HOW NOT TO DO IT 4.RADIO SCRIPT EXERCISE 5.TOP TIPS FOR CREATIVE RADIO People love radio One-to-one Intimate spaces Emotional support Friend role Zoning, not zapping I listen if there is something worth listening to Got one ear open Its how I listen to my wife! What makes people zone in/out? Relevant Interesting New Curious Challenging Involving What makes people zone in/out? Relevant Interesting New Curious Challenging Involving An average TV campaign will only reach consumers once or twice a week MONTUEWEDTHUFRISATSUN JULY Why radio is the frequency medium MONTUEWEDTHUFRISATSUN JULY and the same will be true for a press campaign Why radio is the frequency medium MONTUEWEDTHUFRISATSUN JULY but a typical radio campaign will reach listeners three or four times a week Why radio is the frequency medium MONTUEWEDTHUFRISATSUN JULY but a typical radio campaign will reach listeners three or four times a week Why radio is the frequency medium Radio has no pictures Posters have no sound Radio lifts sales by average 9% Source: dunnhumby/UK RAB Radio is 60% as effective as TV 5 3 Effect (Awareness Indices) TVRadio Source: Millward Brown International but in UK one-seventh of the price Effect (Awareness Indices)Cost Factor TVRadio Source: Millward Brown International Creativity = 500% difference ABCDEFGHIJKLMNOP Brands Radio Awareness Index Source: Millward Brown International Engagement High-performing ads Source: Millward Brown International Competition time! Strong linkage to brand Engagement High-performing ads Source: Millward Brown International STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Army STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Army STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Dove Army STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Dove Army STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Livostin Dove Army STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Livostin Dove Army STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Livostin Dove Army Toblerone STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Livostin Dove Army Toblerone STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Focus Livostin Dove Army Toblerone STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Focus Livostin Dove Army Toblerone STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Focus Livostin Dove Army Toblerone Barclays? IAWYS, ITWTYSI It aint what you say, its the way that you say it Radio is a TONAL medium 1.INTRODUCTION 2.WHAT RADIO IS REALLY LIKE 3.HOW NOT TO DO IT 4.RADIO SCRIPT EXERCISE 5.TOP TIPS FOR CREATIVE RADIO 1.INTRODUCTION 2.WHAT RADIO IS REALLY LIKE 3.HOW NOT TO DO IT 4.RADIO SCRIPT EXERCISE 5.TOP TIPS FOR CREATIVE RADIO WELLA SHOCKWAVES: SHINE WET GEL Target audience : teenage boys They want : hair that sticks up Their attitude : low awareness of Shock Waves, sense of humour, dont want a lecture WELLA SHOCKWAVES: SHINE WET GEL Target audience : teenage boys They want : hair that sticks up Their attitude : low awareness of Shock Waves, sense of humour, dont want a lecture 1.Bad day good day 2.Toilet 3.Bank 1 WELLA SHOCKWAVES: SHINE WET GEL Target audience : teenage boys They want : hair that sticks up Their attitude : low awareness of Shock Waves, sense of humour, dont want a lecture 1.Bad day good day 2.Toilet 3.Bank 1 1.INTRODUCTION 2.WHAT RADIO IS REALLY LIKE 3.HOW NOT TO DO IT 4.RADIO SCRIPT EXERCISE 5.TOP TIPS FOR CREATIVE RADIO Top tips Come in late, leave early John Hegarty, BBH (after William Goldman) Top tips The best actors will do radio ads, and they will contribute, but only if you are prepared to be in love with your idea, not your words Al Young, St Lukes Communications Radio is the most modern, the strongest and the most revolutionary weapon Joseph Goebbels Top tips Dont show clients the script: bring the script to life Adrian Reith, Radioville Top tips Always consider using a specialist radio director Ralph van Dijk, Eardrum (yes, specialist radio director!) Top tips Respect the listeners they may be your customers Brands are like people at parties - they make themselves look gorgeous because they want to attract your attention. With radio, your brand is talking to the blind guest at the party Top tips 1.INTRODUCTION 2.WHAT RADIO IS REALLY LIKE 3.HOW NOT TO DO IT 4.RADIO SCRIPT EXERCISE 5.TOP TIPS FOR CREATIVE RADIO From interruption to permission Seth Godin Permission Marketing The scary thing - PVR The start of ad avoidance? 89? 79? 69? 59? The start of ad avoidance? 89? 79? 69? 59? Advertisements are now so numerous that they are very negligently perused Dr Samuel Johnson January 1759 ALL MEDIA AVE Radio Cinema TV Magazines Newspapers Direct mail Internet banners Internet popups Hard avoid Inattentive Engage Source: Clark Chapman Research 2005 ALL MEDIA AVE Radio Cinema TV Magazines Newspapers Direct mail Internet banners Internet popups Hard avoid Inattentive Engage Source: Clark Chapman Research 2005 ALL MEDIA AVE Radio Cinema TV Magazines Newspapers Direct mail Internet banners Internet popups Hard avoid Inattentive Engage Source: Clark Chapman Research 2005 ALL MEDIA AVE Radio Cinema TV Magazines Newspapers Direct mail Internet banners Internet popups Hard avoid Inattentive Engage Source: Clark Chapman Research 2005 ALL MEDIA AVE Radio Cinema TV Magazines Newspapers Direct mail Internet banners Internet popups Hard avoid Inattentive Engage Source: Clark Chapman Research 2005 Radio reaches out to ALL audiences One day I might buy it Ill buy it later Buy soon Want now Thank you