1. Get more out of creative radio Andrew Ingram

2. 1.INTRODUCTION 2.WHAT RADIO IS REALLY LIKE 3.HOW NOT TO DO IT 4.RADIO SCRIPT EXERCISE 5.TOP TIPS FOR CREATIVE RADIO

3. 1.INTRODUCTION 2.WHAT RADIO IS REALLY LIKE 3.HOW NOT TO DO IT 4.RADIO SCRIPT EXERCISE 5.TOP TIPS FOR CREATIVE RADIO

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

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

8. My background Cambridge student Penniless musician Media sales Quant/qual research Creative agency planner Radio??? (Are you mad???) Consultant / writer

9. 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 about £3.5bn

10. Barriers facing radio in 1992 “Does it work?” Too complicated to plan and buy Client ignorance Not sexy… invisible The “creative barrier”

19. Barriers facing radio in 1992 “Does it work?” Too complicated to plan and buy Client ignorance Not sexy… invisible The “creative barrier”

21. internet

22. 1.INTRODUCTION 2.WHAT RADIO IS REALLY LIKE 3.HOW NOT TO DO IT 4.RADIO SCRIPT EXERCISE 5.TOP TIPS FOR CREATIVE RADIO

23. 1.INTRODUCTION 2.WHAT RADIO IS REALLY LIKE 3.HOW NOT TO DO IT 4.RADIO SCRIPT EXERCISE 5.TOP TIPS FOR CREATIVE RADIO

24. People love radio One-to-one Intimate spaces Emotional support Friend role

27. Zoning, not zapping “I listen if there is something worth listening to” “Got one ear open” “It’s how I listen to my wife!”

28. What makes people zone in/out? Relevant Interesting New Curious Challenging Involving

29. What makes people zone in/out? Relevant Interesting New Curious Challenging Involving

30. An “average” TV campaign will only reach consumers once or twice a week… MONTUEWEDTHUFRISATSUN JULY 12 3456789 10111213141516 17181920212223 242526272829 30 31 Why radio is the frequency medium

31. MONTUEWEDTHUFRISATSUN JULY 12 3456789 10111213141516 17181920212223 242526272829 30 31 … and the same will be true for a press campaign … Why radio is the frequency medium

32. MONTUEWEDTHUFRISATSUN JULY 12 3456789 10111213141516 17181920212223 242526272829 30 31 … but a typical radio campaign will reach listeners three or four times a week Why radio is the frequency medium

33. MONTUEWEDTHUFRISATSUN JULY 12 3456789 10111213141516 17181920212223 242526272829 30 31 … but a typical radio campaign will reach listeners three or four times a week Why radio is the frequency medium

35. Radio has no pictures

36. Posters have no sound

37. Radio lifts sales by average 9% Source: dunnhumby/UK RAB

38. Radio is 60% as effective as TV… 5 3 Effect (Awareness Indices) TVRadio Source: Millward Brown International

39. … but in UK one-seventh of the price 5 7 3 1 Effect (Awareness Indices)Cost Factor TVRadio Source: Millward Brown International

40. Creativity = 500% difference 6 55 4 33333333 2222 1 ABCDEFGHIJKLMNOP Brands Radio Awareness Index Source: Millward Brown International

41. Engagement High-performing ads … Source: Millward Brown International Competition time!

42. Strong linkage to brand Engagement High-performing ads … Source: Millward Brown International

43. STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT

44. STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT

45. STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Army

46. STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Army

47. STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Dove Army

48. STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Dove Army

49. STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Livostin Dove Army

50. STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Livostin Dove Army

51. STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Livostin Dove Army Toblerone

52. STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Livostin Dove Army Toblerone

53. STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Focus Livostin Dove Army Toblerone

54. STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Focus Livostin Dove Army Toblerone

55. STRONG BRAND LINKAGE WEAK BRAND LINKAGE LOW ENGAGEMENT HIGH ENGAGEMENT Focus Livostin Dove Army Toblerone Barclays?

56. IAWYS, ITWTYSI “It ain’t what you say, it’s the way that you say it” Radio is a TONAL medium

57. 1.INTRODUCTION 2.WHAT RADIO IS REALLY LIKE 3.HOW NOT TO DO IT 4.RADIO SCRIPT EXERCISE 5.TOP TIPS FOR CREATIVE RADIO

65. 1.INTRODUCTION 2.WHAT RADIO IS REALLY LIKE 3.HOW NOT TO DO IT 4.RADIO SCRIPT EXERCISE 5.TOP TIPS FOR CREATIVE RADIO

66. 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

67. 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

68. 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

69. 1.INTRODUCTION 2.WHAT RADIO IS REALLY LIKE 3.HOW NOT TO DO IT 4.RADIO SCRIPT EXERCISE 5.TOP TIPS FOR CREATIVE RADIO

70. Top tips “Come in late, leave early” John Hegarty, BBH (after William Goldman)

71. Top tips “The best actors will do radio ads, and they will contribute, but only if you are prepared to be in love with your idea, not your words” Al Young, St Luke’s Communications

72. “Radio is the most modern, the strongest and the most revolutionary weapon” Joseph Goebbels Top tips

73. “Don’t show clients the script: bring the script to life” Adrian Reith, Radioville Top tips

74. “Always consider using a specialist radio director” Ralph van Dijk, Eardrum (yes, specialist radio director!) Top tips

75. “Respect the listeners – they may be your customers”

76. “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” Top tips

77. 1.INTRODUCTION 2.WHAT RADIO IS REALLY LIKE 3.HOW NOT TO DO IT 4.RADIO SCRIPT EXERCISE 5.TOP TIPS FOR CREATIVE RADIO

78. From interruption to permission… Seth Godin – Permission Marketing

79. The scary thing - PVR

80. The start of ad avoidance? ‘89? ‘79? ‘69? ‘59?

81. The start of ad avoidance? ‘89? ‘79? ‘69? ‘59? “Advertisements are now so numerous that they are very negligently perused” Dr Samuel Johnson January 1759

82. ALL MEDIA AVE Radio Cinema TV Magazines Newspapers Direct mail Internet – banners Internet – popups Hard avoid Inattentive Engage Source: Clark Chapman Research 2005

83. ALL MEDIA AVE Radio Cinema TV Magazines Newspapers Direct mail Internet – banners Internet – popups Hard avoid Inattentive Engage Source: Clark Chapman Research 2005

84. ALL MEDIA AVE Radio Cinema TV Magazines Newspapers Direct mail Internet – banners Internet – popups Hard avoid Inattentive Engage Source: Clark Chapman Research 2005

85. ALL MEDIA AVE Radio Cinema TV Magazines Newspapers Direct mail Internet – banners Internet – popups Hard avoid Inattentive Engage Source: Clark Chapman Research 2005

86. ALL MEDIA AVE Radio Cinema TV Magazines Newspapers Direct mail Internet – banners Internet – popups Hard avoid Inattentive Engage Source: Clark Chapman Research 2005

87. Radio reaches out to ALL audiences One day I might buy it I’ll buy it later Buy soon Want now

90. Thank you