Now that many radio station staffs have been streamlined (aka ‘gutted’), one of the challenges created is an overload of work for understaffed creative services departments. The manpower shortage has required the remaining staffers to adopt more of an assembly line process when it comes to commercial production. Oftentimes the result takes the form of hurried, ‘rip and read’ spot reads by voice talent combined with minimal time spent in post production. On the air, stop sets are filled with similar sounding commercials, often by the same 2-3 people. This lack of distinctive creative is a killer for client results.
Here are some strategies that will help you take control of the creative process. Follow these action items and your commercials and ultimately your ROI from spot radio will improve.
Acknowledge the Issue: The best way to combat mediocre creative is to discuss the issue with station management and your account executive. Communicate to them your expectation regarding creative. It’s really quite simple. In exchange for your continued business with the radio station, it is your expectation that you have access to a full and complete creative process, as you define it.
Engage The Creative Team: Because it’s convenient for the station, account executives shoulder too much of the creative burden. And although some great commercials have started as notes on a cocktail napkin, there’s a better way. Go to the radio station. Do a brainstorming session with their creative team. Nobody knows how to sell your business like you do. Share the vision.
It Starts With The Script: Too often stations submit just 1 script idea to a client. I recommend asking for a minimum of 4 creative concepts. Also request that 2 different writers take a stab at your copy. Additionally, ask the creative team to tap into RAB (Radio Advertising Bureau) research regarding campaigns for your business category in other markets.
Less Is More: I preach this daily with the McQ Media creative team. Most scripts I see include 15-20% too much copy. Too much copy is a results killer. The message simply gets lost. Copy needs to be written and edited so that only the clearest and most succinct message makes it on the air.
Client Voiced Spots…..Not Always a Good Idea: While some business owners can serve as excellent spokesmen for their business, making this your creative strategy for 100% of your commercials is generally not wise.
Ask For New Voices: Most stations have access to numerous voices from sister stations outside your market. Ask for ‘out of market’ talent for your commercials. They’re not on every other spot and will help make your commercial distinctive.
Keep Creative Fresh: The tendency with over-worked radio staffs is to put creative on autopilot. More often than not, they won’t be calling you with a reminder that you need new creative. As a general rule, the higher your frequency on a station, the more often you need to freshen copy.
Hold Firm: Even though most stations will cooperate with your creative requests, this level of service is the exception and not the norm. You will need to drive this process each and every time you engage the station for creative.
If you’ll employ these strategies in the creative process your commercials and ultimately your results will improve. And as your business grows you may want to consider teaming with an agency to take your creative strategy to new levels. At McQ Media one of our core competencies is producing award-winning radio creative. More on that in another blog. For now, have fun, get creative and let’s make your radio campaigns the best they can be!
Pete Thomson – CEO
Editor’s Note: Pete Thomson is a veteran of broadcasting and marketing. In radio and television, he’s worked in management, sales, marketing and creative. Thomson is President/CEO of McQ Media, a full service marketing and advertising firm based in Dallas, Texas.
