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What 3 Things Will Make Your Radio Commercial More Effective?

I’ve waxed poetic in multiple blog posts about my undying love for radio. I think the medium is incredibly powerful and is the foundation for a large number of my marketing spends. As effective as radio is as a marketing tool, the medium itself can only do so much. The commercial needs to be as effective as possible to maximize the medium. With that understanding, here are three things that will make your radio commercial as effective as possible. 1. Lose Your Music Bed (Or Change It) A large number of radio commercials have a music bed playing under a person speaking about the company’s product or service. The thinking is the music bed will provide a beat that will keep the listeners interest and enhance the targeted mood of the campaign (ex. excitement, sympathy…). The problem is that too often the spot is mixed incorrectly, which drowns out the…

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What 3 Things Will Make Your TV Commercial More Effective?

You paid a marketing agency a lot of money (in many cases too much money) to create a television campaign for your company. They developed a clever concept, arranged a big production, purchased a multi-station media buy, and made promise after promise about how your business was going to grow exponentially. Sometimes they’re right, boom goes the dynamite and your sales have increased tenfold. More often than not though, the end result is a minor short term increase in sales, followed by a nasty hangover where after the phone rang a bit all you’re ultimately left with is a fancy well-produced commercial and not much else. While marketing agencies do have value (values ranging depending on the agency and their philosophies/business practices), too often they overlook the true goals of the campaigns. With that in mind, here are three things that will make any television campaign more effective. 1. Choose…

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How Important Is A Good Company Name?

The power of a good company, store or restaurant name is huge. A good name can be the difference between success and failure. The thing is that nobody sets out to name his or her company, store or restaurant poorly, which makes us have to ask what elements make a name good or bad? To find a proper name for your company, store or restaurant we need to understand what it does, what’s its general feel, and what audience are you trying to target. The goal is to stand out, but be loyal to your product/service. What is the image you are trying to exude? Who do you want to be? We also need to remember that every industry is different. Retail can get away with certain names that a service industry couldn’t. The same goes for a restaurant. We need to understand the image we are trying to portray…

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Why Does Your Corporate Image Need To Be Consistent With Who You Truly Are?

You care about your image. How others perceive you is important to everyone. With companies, take the importance of public perception and multiply it by a thousand. Companies spend millions of dollars on marketing to create a corporate identity. We see commercials everyday talking about companies that believe in a positive culture, environmental responsibility or a community built on fairness. We need to understand that even the greatest marketing campaign can be easily destroyed if the company internally doesn’t “practice what they preach”. BP can produce all the environmentally conscience commercials as they ‘d like, but all it takes is another environmental misstep to destroy that image. Same thing goes for any clothing company that exudes a family first persona. Once pictures come out of their sweatshops in Bangladesh, complete with underage workers, all good sentiment disappears. Being a company that says you’re opposed to bullying, dressing all corporate logos…

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Want More People To Read Your Blog?

The other day, I was talking to a friend of mine who was telling me about his blog. He devotes a few hours a week to it and is incredibly passionate. While the two of us were sitting in Starbucks discussing our writing processes (we’re such a cliché), he looked at me with a straight face and said he writes to clear his head and wouldn’t be bothered if nobody read this blog. He’s a liar. Everyone who writes a blog does it for one reason: to be read by other people. So, the million-dollar question is how can we get more people to read what we’re writing? The answer is actually quite simple: write something people want to read. Duh. The sad truth is too often people don’t take the time to think of subject matter that is really interesting. They don’t try to provide content that’s of value…

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