Radio Ad “Frequency” vs. “Consistency” - an ADD Info Summit
May 22nd, 2008 by Allen Voivod
Time: 9 minutes, 43 seconds. You’ve got that to spare, right?
Featured Expert: Bill Phenix, Marketing Consultant, WXRV (92.5 The River in Boston). That’s Bill in the office of Kevin Skarritt, Chief Nut at Acorn Creative. Kevin has a cameo in this audio.
Summary: Bill says he thinks differently than most radio ad sales folks about how to best use the medium. And he’s more than happy to explain why!
Teaser Quip: “If any of you have seen the movie…Office Space, where he comes in in the morning, and 15 different people say, ‘Did you get that memo?’ It’s the repetitiveness, and how annoying it becomes with each repetition. Radio is also like that.”
Idea Path: Managers encouraging heavy investment in radio >> return on investment >> taking radio too far >> remember without annoying >> frequency and the type of situation it favors >> consistency and the long-term view >> people ready to buy “right now” >> radio station compared to a lake >> fishing metaphor, and higher-ticket items >> best case scenario - having an “equity position” >> less frequency, more consistency >> effective use of your radio ad money >> do you close your business between your advertised events? >> tagging new endings on existing radio spots >> flexibility of spots >> changes in case of dire emergency
