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1. You are successfully signed into the Radio Advertising Bureau webinar: If They Can’t See It They Won’t Buy It! Improve Your Advertisers' Results With Creative That Simulates Visualization in the Consumer's Mind For audio, dial into the conference center: 1-800-244-2500 anywhere in the USA 1-212-786-7191 outside the USA, tolls apply PIN code: 993851# For technical assistance call RAB Member Response at 1-800-232-3131

2. Creative If They Can’t See ItThey Won’t Buy It! Doc Holliday Academy Training Specialist RAB Training Academy dholliday@rab.com

3. Today’s Agenda... • Branding • The primary purpose of a commercial • Why some commercials work and others don’t • The science of the mind • Elements of a commercial • Additional thoughts on Creative Consumer Marketing

4. Common misperception... In focus group after focus group, the main complaint we hear about radio is,

5. Common misperception... “There are too many commercials.”

6. Common misperception... The problem is too many BAD commercials.

7. Definition… • Soft Drinks • Hamburgers • Bologna Branding- the establishment of an associative memory in the long-term memory of a consumer or prospect that links a product or service category with a specific provider. Consumer Marketing

8. Definition… • Soft Drinks • Hamburgers • Bologna Branding- the establishment of an associative memory in the long-term memory of a consumer or prospect that links a product or service category with a specific provider. Coca Cola McDonalds Oscar Mayer Consumer Marketing

9. Branding Strategy • Frequency • Consistency • Message Consumer Marketing

10. What is the Primary Purpose of a Commercial

11. The Primary Purpose of a Commercial Fact: No human ever takes any action intentionally without first imagining taking the action in their mind.

12. The Primary Purpose of a Commercial Fact: No human can take any decisive action in regard to a specific company unless there is an awareness of that company in their mind.

13. The Primary Purpose of a Commercial Conclusion...

14. The Primary Purpose of a Commercial The purpose of a commercial is to cause the listener to imagine taking the desired action and for that mental image to be desirable. The long-term goal of advertising should be to grow market share through TOMA.

15. Some commercials work... Consumer Marketing

16. Some commercials work... Some commercials don’t... Consumer Marketing

17. Some commercials work... Some commercials don’t... Why? Consumer Marketing

18. Common Mistake #1…Assuming the eyes and ears of consumers are the final destination of the advertiser’s message.

19. They are, rather, portals to the place where memories are stored and decisions are made…

20. The Mind

21. Two Sides to the Story Consumer Marketing

22. Two Sides to the Story • Left • Analytical Thought • Deals in Facts • Comfortable with Logic • Adheres to Principles • Dubious of anything new or different Consumer Marketing Consumer Marketing

23. Two Sides to the Story • Left • Analytical Thought • Deals in Facts • Comfortable with Logic • Adheres to Principles • Dubious of anything new or different • Right • Abstract Thought • Deals in Emotions • Delighted by Art • Breaks the Rules • Intrigued by anything new or different Consumer Marketing Consumer Marketing

24. Common Mistake #2... Creating “Left-Brain” Commercials • Elements in a typical “Left-Brain” Commercial • Number of years in business • Phone numbers, website, addresses • Credit cards accepted • Price points • Brand names • Clichés (family owned and operated, fast friendly service, best selection in town, etc.) Consumer Marketing

25. Common Mistake #2... Creating “Left-Brain” Commercials • Many advertisers think this is what a commercial is supposed to sound like. • Many advertisers ask for this type of commercial. • Many advertisers are uncomfortable if their commercial doesn’t sound like this. Consumer Marketing

26. So, What Is A “Right Brain” Commercial? Elements in a typical “Right Brain” Commercial • Humor • Music/Jingles • Emotion • Common Experiences • Compelling stories • Surprising use of words • Strong first mental image (FMI) • Memorable last mental image (LMI) Consumer Marketing

27. When discussing right brain commercials with a hesitant client ask them to… • Think about the commercials they personally enjoy listening to. • Think about the commercials they personally remember. • Think about the commercials they hear others talking about. Consumer Marketing

28. Words matter... A LOT!

29. Unlike other media, radio commercials rely solely on words to communicate the message.

30. Therefore... Words must be chosen carefully if your client is to be satisfied with the results.

31. An Illustration Consumer Marketing

32. An Illustration Asking for a response. Left Brain Consumer Marketing

33. An Illustration Asking for a response. Left Brain Now, asking for the same response in a slightly different way. Right Brain Consumer Marketing Consumer Marketing

34. An Illustration Asking for a response. Left Brain Who gets the ride in your mind? Now, asking for the same response in a slightly different way. Right Brain Consumer Marketing Consumer Marketing

35. Campaigns Formula For Long-Term Advertising Success Frequency + Consistency + Effective Message = BRANDING This formula requires a campaign of commercials. A campaign is made up of commercials that each contain similar elements wrapped around fresh messages. Consumer Marketing

36. Campaigns Recurring Campaign Elements Music Bed Jingle Voice Talent Company Slogan Commercial Theme Consumer Marketing

37. If you want people to imagine taking action…

38. Verbs If you want people to imagine taking action…

39. Question: How long should a good commercial be?

40. Answer: As long as it needs to be to accomplish the client’s objective.

41. Clichés… • Commercial Killers. • Not Killer Commercials. Consumer Marketing

42. Clichés… • Family owned and operated • We accept all major credit cards • In business for 15 years • Fast friendly service • Biggest selection in town • 3 convenient locations to serve you • Lowest prices in town • A name you can trust • Hurry in, these prices won’t last (Or any variation of the above examples) Consumer Marketing

43. Does this sound familiar? Your new appliance store client just handed you this newspaper ad and said, “Here, write my commercial.”

44. Does this sound familiar? Explain the Consumer Buying Cycle Attention Interest Desire Action

45. Does this sound familiar? Explain the Consumer Buying Cycle Attention Interest Desire Action

46. Does this sound familiar? Radio captures attention, stimulates interest, and ignites desire. Newspaper works best at the action stage. Radio commercials perform different functions than newspaper ads. Therefore, the content of radio commercials has to be different than the content of newspaper ads.

47. Some commercials work... Some commercials don’t... Why? Consumer Marketing

48. Some commercials work... Some commercials don’t... Are you beginning to understand? Consumer Marketing

49. Radio doesn’t work! • Sometimes “free” commercials are the most expensive.

50. Radio doesn’t work! • Sometimes “free” commercials are the most expensive. We don’t need anymore of these clients. Consumer Marketing