One of the last sessions of this year’s Radiodays Europe in Athens was hosted by Wade Kingsley, the Founder of The Creative Coach, along with Eleftheria Petropoulou (Creative Director) and Francis Currie (International Radio & Audio Consultant) as guests talking about marketing. Emphasizing specific types of advertising radio spots and rating their marketing wisdom, they mentioned some hits and misses we may encounter. Take note!
Hits:
What is considered as a “Hit” when talking about radio advertising? Both Eleftheria and Francis came to conclusions regarding what makes them successful and effective. First of all, a successful radio spot is an authentic, entertaining, atmospheric and fun one, with a great sense of humour and cleverness . A radio spot which can connect the consumers together and put them into the process of thinking of it post hoc can guarantee not only a great engagement on the consumers’ side but also a great economic hit.
If it is possible to resonate with the spot and understand the message behind it, then it can be considered as a “work of art”. What makes it even more like that is the existence of an unexpecting twist, given that radio consumers want to be surprised. Don’t forget that qualitative productions with elements with which listeners can resonate, such as famous beloved artists, even though the cost, will definitely pay off!
Misses:
Not every radio advertising spot can be effective. What can be considered as weakness in them though? There are many cases with great ideas behind them and the objective to be catchy but still came out generic or even peculiar. Certainly, when the message of the spot is not communicated properly and ultimately not comprehensible, then it seems to be a failure. Most of the time, those kinds of radio spots, which are also artistically poor and money-driven, bring in listeners for a short period of time, something that doesn’t serve the market anymore. It needs to be created and promoted in a clever way, speaking to each listener’s soul.
Thinking of radio advertising spots and after learning what can go utterly wrong or pretty successful with them, do you think the radio spots you’ve heard are a hit or a miss?
