If you’re selling radio in a 100+ ranked or more likely an un-ranked market, it really is ALL about ideas! It’s about building brands and engaging local business owners who typically like to be involved in the process. It’s about developing great radio campaigns that will truly make an impact and grow your client’s business. Ratings are important, yes, but in smaller markets tangible results are crucial. As our good friend Roy H Williams always says – “There are two keys to a successful campaign. Message and frequency. Nothing else matters except what you say and how many times you say it’!”
Developing (not to mention producing) quality creative can be a challenge however, even for larger radio groups. And outsourcing your creative to an agency is pretty pricey. The cost of script writers, voice talent, production and studio time all adds up. So we just end up doing it ourselves and this is why we hear so many rip-and-read commercials cluttering up our AM and FM stations.
But here’s the problem: Quick and dirty radio creative just doesn’t work! You might be able to get the script approved initially, but it won’t last. Why? Because there’s nothing sustainable about it. It has no lasting power. You’ll be back to the drawing board within a month and that’s if your client will give you another shot at it. Now, multiply that by however many clients you have and the process becomes flat out exhausting!
What you need is a ‘hook’ or something that is going to get stuck in the listeners brain. Something that has ‘legs’ and will go the distance. You need a solid foundation that you can build a campaign on and it has to be something that can be used over and over again.
If you haven’t already guessed where I’m going with this, we’re talking about jingles! Plain and simple, they work! They just do, (and for many reasons that we’ve highlighted in a previous blog post.) But instead of having the CEO of a jingle company tell you why you need to use more jingles, I’m going to let someone else do that.
This is a true story from a long-time CreativeReady subscriber.
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I’m a Regional Market Manager for a cluster of stations in Morgantown, West Virginia. We currently have 50+ employees spread out over seven stations. I’m also our National Sales Manager AND I program one of our stations in my ‘spare’ time! Needles to say, my weeks are full and my responsibilities are endless. That being said, I spend at least 15% of my time every week sourcing creative for our clients. That’s how important it is (and should be) in the sales process.
We bill nearly one million dollars in the Morgantown-Fairmont-Clarksburg metro and one of the stations I directly oversee generates more revenue than seven other stations in Charleston combined. It’s not because I’m a rocket scientist or because our region is the fastest growing market in America. It’s because we focus on creative and more specifically jingles. We help build brands and sell long-term campaigns that deliver results for our clients and that keeps our turnover very low.
In one particular case we had met with an auto dealer who was spending just shy of $10,000 annually. He had been spending this with us consistently for five years. The owner of this dealership is very particular and can be rather difficult to please, especially when it comes to the creative. I was confident that a custom jingle would be the best solution to help build his brand (and increase our budget) but I knew he wouldn’t be keen on spending $5000 up front for a jingle. So I turned to CreativeReady and pitched the client this jingle and they absolutely loved it! As a result, my client consolidated his entire radio budget (dollars being spent on competing stations) and committed exclusively to us with an annual buy worth over $150,000. The very next year we renewed his contract with a budget of $350,000. This jingle has been the key factor in their brand development and the overall campaign continues to do well for them in radio, tv and print.
I’ve said it before and I’ll say it again; If you control the creative you control the client and that’s why I’m such a big believer in CreativeReady!
Christian Miller / WV Radio Corp
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Wow! What a testimony! And that’s just one of his clients. We know for a fact that the entire WVRC group has had continued success with some of our other “musical-based-branding-statements” (aka jingles).
So if you’re wondering how jingles can boost your ad revenue, I think the proof is right here in the pudding.
Thanks to Christian Miller for sharing his story and believing so much in what we’re doing here at CreativeReady.