Get more out of

creative radio

Andrew Ingram
1.INTRODUCTION
• WHAT RADIO IS REALLY LIKE
• HOW NOT TO DO IT
• RADIO SCRIPT EXERCISE
• TOP TIPS FOR CREATIVE
RADIO
1.INTRODUCTION
• WHAT RADIO IS REALLY LIKE
• HOW NOT TO DO IT
• RADIO SCRIPT EXERCISE
• TOP TIPS FOR CREATIVE
RADIO
My background

Cambridge student
Penniless musician
Media sales
Quant/qual research
Agency account planning
Radio??? (Are you mad???)
Consultant / writer
My background

Cambridge student
Penniless musician
Media sales
Quant/qual research
Agency account planning
Radio??? (Are you mad???)
Consultant / writer
My background

Cambridge student
Penniless musician
Media sales
Quant/qual research
Creative agency planner
Radio??? (Are you mad???)
Consultant / writer
Background to the UK
RAB
Set up to market the medium in
1992
Education, stimulation,
unification
Customer-facing, NOT servicing
stations
Radio’s share moved from 2% to
7% in UK
Cost about £35m – recouped
Barriers facing radio in
1992
“Does it work?”
Too complicated to plan and buy
Client ignorance
Not sexy… invisible
The “creative barrier”
Barriers facing radio in
1992
“Does it work?”
Too complicated to plan and buy
Client ignorance
Not sexy… invisible
The “creative barrier”
internet
1.INTRODUCTION
• WHAT RADIO IS REALLY LIKE
• HOW NOT TO DO IT
• RADIO SCRIPT EXERCISE
• TOP TIPS FOR CREATIVE
RADIO
1.INTRODUCTION
• WHAT RADIO IS REALLY LIKE
• HOW NOT TO DO IT
• RADIO SCRIPT EXERCISE
• TOP TIPS FOR CREATIVE
RADIO
People love radio
One-to-one
Intimate spaces
Emotional support
Friend role
Zoning, not zapping
“I listen if there is something
worth listening to”
“Got one ear open”
“It’s how I listen to my wife!”
What makes people zone
in/out?
Relevant
Interesting
New
Curious
Challenging
Involving
What makes people zone
in/out?
Relevant
Interesting
New
Curious
Challenging
Involving
Why radio is the
frequency medium
An
“average” JULY
TV MON TUE WED THU FRI SAT SUN
campaign 31 1 2
will only
3 4 5 6 7 8 9
reach
10 11 12 13 14 15 16
consumers
once or 17 18 19 20 21 22 23

twice a 24 25 26 27 28 29 30

week…
Why radio is the
frequency medium
… and JULY
the same MON TUE WED THU FRI SAT SUN
will be 31 1 2
true for a
3 4 5 6 7 8 9
press
10 11 12 13 14 15 16
campaign
… 17 18 19 20 21 22 23

24 25 26 27 28 29 30
Why radio is the
frequency medium
… but a
typical JULY
radio MON TUE WED THU FRI SAT SUN

campaign 31 1 2

will reach 3 4 5 6 7 8 9
listeners 10 11 12 13 14 15 16
three or
17 18 19 20 21 22 23
four
24 25 26 27 28 29 30
times a
week
Why radio is the
frequency medium
… but a
typical JULY
radio MON TUE WED THU FRI SAT SUN

campaign 31 1 2

will reach 3 4 5 6 7 8 9
listeners 10 11 12 13 14 15 16
three or
17 18 19 20 21 22 23
four
24 25 26 27 28 29 30
times a
week
Radio has no pictures
Radio has no pictures

Posters have no sound

 B
ra

0
5
10
15
20
25
30
nd
B A
ra
nd
B
ra
nd
B
9%
B C
ra
nd
B D
ra
nd
B E
ra
nd
A

Source: dunnhumby/UK RAB

V F
ER
A
G
B E
ra
nd
B G
ra
nd
B H
ra
nd
B I
ra
nd
B J
ra
nd
B K
ra
nd
B L
ra
nd
B M
ra
nd
B N
ra
nd
B O
ra
nd
P
Radio lifts sales by average
Radio is 60% as effective
as TV…
TV Radio

Effect (Awareness Indices)

Source: Millward Brown International

… but in UK one-seventh
of the price
TV Radio
7

Effect (Awareness Indices) Cost Factor

Source: Millward Brown International

 Creativity = 500%
difference
6

5 5
Radio
Awareness 4
Index
3 3 3 3 3 3 3 3

2 2 2 2

A B C D E F G H I J K L M N O P
Brands

Source: Millward Brown International

High-performing ads …

Engagement

Competition time!

Source: Millward Brown International

High-performing ads …

Strong linkage Engagement

to brand

Source: Millward Brown International

 STRONG BRAND
LINKAGE

LOW HIGH
ENGAGEMENT ENGAGEMENT

WEAK BRAND
LINKAGE
 STRONG BRAND
LINKAGE

LOW HIGH
ENGAGEMENT ENGAGEMENT

WEAK BRAND
LINKAGE
 STRONG BRAND
LINKAGE

Army

LOW HIGH
ENGAGEMENT ENGAGEMENT

WEAK BRAND
LINKAGE
 STRONG BRAND
LINKAGE

Army

LOW HIGH
ENGAGEMENT ENGAGEMENT

WEAK BRAND
LINKAGE
 STRONG BRAND
LINKAGE

Army

LOW HIGH
ENGAGEMENT ENGAGEMENT

Dove
WEAK BRAND
LINKAGE
 STRONG BRAND
LINKAGE

Army

LOW HIGH
ENGAGEMENT ENGAGEMENT

Dove
WEAK BRAND
LINKAGE
 STRONG BRAND
LINKAGE

Army

LOW HIGH
ENGAGEMENT ENGAGEMENT

Dove
WEAK BRAND
Livostin LINKAGE
 STRONG BRAND
LINKAGE

Army

LOW HIGH
ENGAGEMENT ENGAGEMENT

Dove
WEAK BRAND
Livostin LINKAGE
 STRONG BRAND
LINKAGE

Toblerone Army

LOW HIGH
ENGAGEMENT ENGAGEMENT

Dove
WEAK BRAND
Livostin LINKAGE
 STRONG BRAND
LINKAGE

Toblerone Army

LOW HIGH
ENGAGEMENT ENGAGEMENT

Dove
WEAK BRAND
Livostin LINKAGE
 STRONG BRAND
LINKAGE

Toblerone Army

LOW HIGH
ENGAGEMENT ENGAGEMENT

Dove
Focus
WEAK BRAND
Livostin LINKAGE
 STRONG BRAND
LINKAGE

Toblerone Army

LOW HIGH
ENGAGEMENT ENGAGEMENT

Dove
Focus
WEAK BRAND
Livostin LINKAGE
 STRONG BRAND
LINKAGE

Toblerone Army
Barclays?

LOW HIGH
ENGAGEMENT ENGAGEMENT

Dove
Focus
WEAK BRAND
Livostin LINKAGE
IAWYS, ITWTYSI
“It ain’t what you say, it’s the way
that you say it”
Radio is a TONAL medium
1.INTRODUCTION
• WHAT RADIO IS REALLY LIKE
• HOW NOT TO DO IT
• RADIO SCRIPT EXERCISE
• TOP TIPS FOR CREATIVE
RADIO
1.INTRODUCTION
• WHAT RADIO IS REALLY LIKE
• HOW NOT TO DO IT
• RADIO SCRIPT EXERCISE
• TOP TIPS FOR CREATIVE
RADIO
WELLA SHOCKWAVES: SHINE
WET GEL
Target audience: teenage boys
They want: hair that sticks up
Their attitude: low awareness of
Shock Waves, sense of humour,
don’t want a lecture
WELLA SHOCKWAVES: SHINE
WET GEL
Target audience: teenage boys
They want: hair that sticks up
Their attitude: low awareness of
Shock Waves, sense of humour,
don’t want a lecture
1. Bad day – good day
2. Toilet
3. Bank 1
WELLA SHOCKWAVES: SHINE
WET GEL
Target audience: teenage boys
They want: hair that sticks up
Their attitude: low awareness of
Shock Waves, sense of humour,
don’t want a lecture
1. Bad day – good day
2. Toilet
3. Bank 1
1.INTRODUCTION
• WHAT RADIO IS REALLY LIKE
• HOW NOT TO DO IT
• RADIO SCRIPT EXERCISE
• TOP TIPS FOR CREATIVE
RADIO
Top tips

“Come in late, leave early”

John Hegarty, BBH

(after William Goldman)
 Top tips

“The best actors will do radio ads,

and they will contribute, but only if yo
are prepared to be in love with your id
not your words”

Al Young, St Luke’s Communications

Top tips
“Radio is the most
modern, the
strongest and the
most revolutionary
weapon”

Joseph Goebbels
Top tips
“Don’t show clients
the script: bring the
script to life”

Adrian Reith, Radioville

Top tips
“Always consider
using a specialist
radio director”

Ralph van Dijk, Eardrum

(yes, specialist radio
director!)
Top tips

“Respect the listeners – they

may be your customers”
Top tips

“Brands are like people at parties -

they make themselves look gorgeous
because they want to attract your
attention.

With radio, your brand is talking to

the blind guest at the party”
1.INTRODUCTION
• WHAT RADIO IS REALLY LIKE
• HOW NOT TO DO IT
• RADIO SCRIPT EXERCISE
• TOP TIPS FOR CREATIVE
RADIO
From interruption to
permission…

Seth Godin – Permission Marketing

The scary thing - PVR
The start of ad
avoidance?
‘89?
‘79?
‘69?
‘59?
The start of ad
avoidance?
‘89? “Advertisements are
‘79? now so numerous that
they are very
‘69? negligently perused”
‘59? Dr Samuel Johnson
January 1759
 ALL MEDIA AVE
42 42 16
Radio
18 64 18
Cinema
18 49 33
TV
31 48 22
Magazines

Newspapers 34 47 19

Direct mail 37 48 15

Internet – banners
62 30 9
Internet – popups
65 29 6

73 22 6

Hard avoid Inattentive Engage

Source: Clark Chapman Research 2005

 ALL MEDIA AVE
42 42 16
Radio
18 64 18
Cinema
18 49 33
TV
31 48 22
Magazines

Newspapers 34 47 19

Direct mail 37 48 15

Internet – banners
62 30 9
Internet – popups
65 29 6

73 22 6

Hard avoid Inattentive Engage

Source: Clark Chapman Research 2005

 ALL MEDIA AVE
42 42 16
Radio
18 64 18
Cinema
18 49 33
TV
31 48 22
Magazines

Newspapers 34 47 19

Direct mail 37 48 15

Internet – banners
62 30 9
Internet – popups
65 29 6

73 22 6

Hard avoid Inattentive Engage

Source: Clark Chapman Research 2005

 ALL MEDIA AVE
42 42 16
Radio
18 64 18
Cinema
18 49 33
TV
31 48 22
Magazines

Newspapers 34 47 19

Direct mail 37 48 15

Internet – banners
62 30 9
Internet – popups
65 29 6

73 22 6

Hard avoid Inattentive Engage

Source: Clark Chapman Research 2005

 ALL MEDIA AVE
42 42 16
Radio
18 64 18
Cinema
18 49 33
TV
31 48 22
Magazines

Newspapers 34 47 19

Direct mail 37 48 15

Internet – banners
62 30 9
Internet – popups
65 29 6

73 22 6

Hard avoid Inattentive Engage

Source: Clark Chapman Research 2005

Radio reaches out to ALL
audiences

One day
I’llBuy
buy
Want
Iitmight
later
now
soon
buy it
Thank
you