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How to Create a Memorable Radio Commercial

How to Create a Memorable Radio Commercial

In today’s online obsessed world clients and agencies apparently think radio advertising does nothing to lift sales or improve brand perception, so they steer clear of using the medium.  They seem to believe that radio advertising is just a waste of valuable dollars. Why is this so, when more than half the population are listening every day? Unfortunately, most radio advertising is boring and annoying to listeners, and without an emotional spark between your radio commercial and the audience, you will never sell anything. Much like good content marketing, the most appealing and memorable radio ads are those that are insightful, tell a compelling human story and aim to create a strong bond with the audience. Although there are hundreds of creative spots written and on-air, only a very few have the magic ingredients needed to cut through the clutter, and those commercials can make your bottom-line jump with joy, as well as build your reputation. These gems are the ads that people remember. Whether sales promotion or image building, no matter what you’re selling, your target audience is listening and a remarkable radio idea is waiting to be born. Writing memorable radio advertising is only one part of the equation; writing a concise piece of communication that delivers both sales and higher brand awareness is even more challenging. With sound effects, music, brilliant scripting and creative production, a well-crafted radio spot can stir response like no other medium. Be Inspired. Dramatize the proposition Here is what you need to aim for as you develop your radio scripts. The entire thing should be framed as an experience for the...
Vital Ingredients to Create Visual Content With Wow Factor

Vital Ingredients to Create Visual Content With Wow Factor

The power of storytelling in images is undeniable. In fact, research proves that half the human brain is active in processing visual information. Images are the most efficient way for humans to understand the world. One only needs to look back in history to see this dynamic at work. From 40,000-year-old indigenous art to the lofty ceilings and porticos of the world’s most iconic churches, visual storytelling has always been the most persuasive way to express ideas and narratives to a mass audience. For marketers in the digital age, visual storytelling is critical. Images are more easily remembered than conventional book learning, and if your images and message are clear and potent, you will be able to entice your audience to read on for a full understanding of your product’s message. More: Why Brand Storytelling Defines Marketing Text alone no longer has the effect required, because the speed of the internet and the growing impatience of the audience mean that although they are hungry for information, people respond to short, sharp bursts of ideas that are easy to understand. No imagery. No engagement. Technology has opened the door to an avalanche of opportunities for creating compelling images to express your core message, whether it be with photographs, infographics, memes, interactive visuals, cartoons or video with special effects and animation. This list is limited only by the imagination. A static map like the one pictured below adds little to the visual experience. Embed and make it interactive (as below). Now you can see how much you can enliven your visuals with the latest technology. Advances in DIY software for creating visual content are astonishing....
The Anatomy of a Web Banner ad that Works

The Anatomy of a Web Banner ad that Works

Everyone hates advertising. Especially boring advertising that leads nowhere. Your target group puts on advertising blinkers every morning, and they just don’t see your ads. Consider this: You are driving down a busy freeway and you catch just the flash of a huge billboard or a shopfront sign as you drive by at 80 or 110km/ph. In those nanoseconds, you may notice the advertisement as a blur, and the message rarely registers with you – except perhaps in a subliminal way. You have other things on your mind, and for most of us those billboards are just an intrusive distraction. If the billboard is well crafted and communicates instantly, you may register the brand name and – in rare moments – remember the message or take an interest in the product. Abysmal click-through rates Online banner ads are exactly like a fleeting glimpse of a billboard in effectiveness. In fact, the average global click-through rate (CTR) of display banner ads across all formats and placements is a a meagre 0.06%. Shocking, but accurate, no matter what vested interests may say. However, with millions of views, this equates to 600 respondents in every million, and that multiplied by tens of millions of ‘opportunities to see’ (OTS), means that online ads are still a viable advertising option. In Australia, the latest stats from the Google Benchmark Tool show a much higher CTR of 0.49% – more than eight times higher or about 5000 clicks per one million views. To clarify, there are many different studies with most showing click-through rates of less than 0.1 percent and some that claim almost 0.5 percent or more. Whichever...