THE Message is…. or shopping lists don’t work.
Over the long weekend here in Germany I was able to listen a lot of radio stations via webstream and my feedback on the production and imaging….often great done technically, but what was the message AGAIN?
1. Most people listen to radio in busy daily environment, including noises surrounding them
2. Most people don’t care about advertisment
3. ALL people are surrounded by advertisment and getting heavily bombed by ads everywhere, all the time.
4. Shopping Lists never worked in advertisment (do you remember any successful brand told you, check this product, register here, buy 3 get 4 and we are the coolest brand ever in one single commercial)
So make sure each promo or sweeper (at least the first 3 points have to be a standard )
#HAS ONE CLEAR MESSAGE
#IS PLACED RIGHT
# IS WRITTEN WELL AND RELATED TO THE LIFE ENVIRONMENT OF YOUR LISTENER
#TRANSPORTS THE KEY VALUES OF YOUR BRAND
#FOLLOWS YOUR GUIDELINE IN SOUND DESIGN
#CREATES ATTENTION BY BREAKING UP YOUR KNOW SOUND DESIGN
#IS ENTERTAINING (FUNNY…..)
#IS SOUNDING DIFFERENT THAN THE COMPETITOR
#IS TECHNICALLLY OK
#IS DONE WITH PRIDE