One of the reasons why radio advertising has proven to be so effective for advertisers is due in part to creative and fun promotions! Last year around this time, 96.9 Jack FM aired the coolest promotion entitled "Jack's Got Talent" Jack's Talent Explosion- super fun!! Jack FM asked listeners to come into the station and perform their talent on air. Listeners came from all over to participate everyday for 2 weeks straight. Check it out on you tube: http://www.youtube.com/watch?v=Rzx6gHlXmLU (this one is sooooo funny!!)
So how did this benefit an advertiser? Well, Vancouver Film School sponsored the entire promotion. What a perfect fit!!!
VFS had the objective to create top of mind awareness during a time when registrants would typically sign up for enrollement. A creative promotion for a creative school. This was a morning show promotion, so Larry & Willy talked up VFS and gave them tons of on air props and love!
The contest wrapped with a grand finale at the Red Robinson Show Theatre where the winner of the contest was announced. They won a scholarship to VFS - again very cool!
This promotion also won a coveted radio national award to boot!
So the point of this post is to provide an example of effective radio advertising can be more than just 30 sec commercials. Radio advertising campaigns can be a comprehensive strategy including commercials, on line advertising, and creative promotional contest giveaways!
All it takes is a conversation with a radio sales professional aka moi!, and creative brainstorming. So get your umbrellas out coz its time for some brain storming!!!
Vancouver Radio Advertising
Tuesday, May 19, 2009
Friday, May 8, 2009
Radio Advertising Success Story
The featured client this month is the local office of Coldwell Banker Realty - in Honolulu, Hawaii. It's quite a story.
The first conversation, the client said these exact words - "Right now the real estate market on Oahu is dead. So how do I continue to market our company? Basically I have two choices - either I do the same thing I did last year, only less of it because the budget will be smaller, or I take this opportunity to find some new markets, break out of the box, do something different."
They decided to take the $350,000 budget that went to print media last year, and put it all into radio. The six local ClearChannel stations got the whole budget.
I'm enclosing the full vocal version, as well as a sample commercial to show how they use it in the market.
The campaign has been running for about four weeks and the client is already getting very positive feedback from the street. And the radio station is thrilled. ClearChannel Sales Manger Patti Milburn wrote to say "The jingles are fantastic! Nailed it....another win knocked out of the park!"
Local real estate offices hold great potential for radio marketing - we all know it's the most visual medium, right?
The first conversation, the client said these exact words - "Right now the real estate market on Oahu is dead. So how do I continue to market our company? Basically I have two choices - either I do the same thing I did last year, only less of it because the budget will be smaller, or I take this opportunity to find some new markets, break out of the box, do something different."
They decided to take the $350,000 budget that went to print media last year, and put it all into radio. The six local ClearChannel stations got the whole budget.
I'm enclosing the full vocal version, as well as a sample commercial to show how they use it in the market.
The campaign has been running for about four weeks and the client is already getting very positive feedback from the street. And the radio station is thrilled. ClearChannel Sales Manger Patti Milburn wrote to say "The jingles are fantastic! Nailed it....another win knocked out of the park!"
Local real estate offices hold great potential for radio marketing - we all know it's the most visual medium, right?
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