London, the tube. A miracle of engineering, great for transport but terrible for radio.
Why? Because you can’t get a radio signal underground.
At least you couldn’t get a signal until now.
Experiments with piping wi-fi through the tube platforms and tunnels are being tested and we can expect roll out over the next couple of years in the run up to the 2012 Olympic games.
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For about two years now, at Radio Experts we’ve been shouting from our Kings Cross garden rooftop that when it comes to Radio, it’s the quasi national and national brands that are really driving the marketplace forward.
Smooth, Magic, Kiss, Heart, Real, Talksport, Classic,
Absolute, Total Star…..etc….you get the picture
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So you’ve got all you’re ducks in a row, thinking outside their box, trying to come up with a win-win situation to clarify the bigger picture? !
No, well why not? Okay so marketing is not the jargon led minefield that it once was, but it is still hard to successfully hit the perfect target market for your product. With so many platforms consumers have access to on a daily basis where do you start?! Banner advertising, a press promotion, television adverts, guerrilla marketing at a bus stop…….Egg Advertising on an Omelette Panel……..ok, I made that one up…….but where do you stop?
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Well the big news is that Global are continuing in their industry leading charge to roll a smaller number of bigger radio brands out across the UK.
Hot on the heels of their Heart roll out (Heart went from 3 to more than 30 stations in the blink of an eye), they are now rolling the Capital brand out to 8 additional stations. In the future we won’t just be listening to Capital in London but also in Scotland, North East, Yorkshire, Manchester, Birmingham, East Midlands, South Wales and the South Coast.
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As a London based company, we’re all affected by some of the marvellous delays on the tube, none so much as today, with the walkout of over 800 tube staff in a dispute over safety or coffee or something.
So, we all spent the early hours of the morning falling asleep on somebody’s shoulder on the ‘sardine tin’ bus getting to the office or donning the trouser clips and hopping on the London hire bikes .
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Once again the media industry turns to Radio Experts for expert comment on all things radio. Click here to listen to our Managing Partner, Tim Cowland speaking to Peter Allen, Aasmah Mir and Radio 5’s near 7 million weekly listeners.
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You know the situation. You get a selection of scripts from Radio Experts. Which one, if any, do you choose? Which one is right for the brief you gave and the objectives you have?
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We’d all like to have our own radio station. So technologies like Spotify , Last FM, We7 Radio and others all allow you to access this world of Radio On Demand.
And just as we would all like to have our own unique radio station, so it is that every client would like to have radio commercials that are unique to his company and his brand.
Commercials he can call his own.
Which brings us back to Radio Experts, whose experience and expertise has helped clients across a wide range of disciplines: estate agents; tourism and travel; house developers ; private health insurance.
Clients who benefit from innovative planning, precision air time buying and stimulating creative.
Clients who demand to use a specialist and therefore expect the best.
Radio Experts has the client list and the testimonials to back up its specialist credentials.
Ask to see them. Even better give Radio Experts a brief.
Once you’re tuned to Radio Experts, you’re locked onto the best show in town!
Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk
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Before TV, radio was an all – powerful medium. Sir Winston Churchill used it to bolster Britain’s morale to help win the Second World War.
His eloquence has never been equalled in 70 years. Why?
Well a 30 second radio commercial leaves little time for eloquence. But that’s no excuse for not trying. I don’t mean using flowery and high falutin’ language as favoured by Churchill.
I mean putting the case for your product forcefully, each word carefully chosen. Choosing words that will get the desired response from your target audience, both emotional and practical.
It is said that Churchill re-wrote and re-phrased his famous wartime speeches many times and that before delivering them he rehearsed in front of a mirror!
Ask your creative agency to work and re-work a script, to re-write and re-phrase until you feel comfortable that what you’re signing off is saying exactly what you want to say to get exactly the response you want from your audience.
I had a client once who, if he thought I was getting a little complacent or a little slap dash , would take my proffered scripts and scrawl across them : CALL YOURSELF CREATIVE?
There’s no greater put down for a writer than that.
Try it sometime. Hopefully you’ll never need to do it with Radio Experts !
Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk
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We’re all just a little bit afraid of silence. By ALL I mean those involved in creating, approving and producing radio commercials.
We feel compelled to fill every second of the commercial length – after all, we paid for it didn’t we?
Of course, too MUCH silence could throw the listener, inviting him to re-tune his radio, because he will assume he has lost the signal.
However, in filling every second of our precious radio advertising airtime we are in danger of putting 35 second scripts into 30 second commercials, cutting out all the breaths and presenting our listener with nothing short of a gabble.
Perhaps we should all take a deep breath: treat the listener with respect. No talking down. No talking too fast. Let’s engage the listener, have a conversation with our audience, pause for breath, talk one to one and at a pace at which your listener can take in what we say and respond accordingly.
Nobody wants to have the equivalent of a lull in the conversation but let’s not be afraid of something many of us secretly yearn for sometimes – the sound of silence.
Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk
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