Besides being a timeless Queen song, we believe radio has the potential to increase sales as a part of a creative marketing strategy. Backflip is currently testing (by the time this post is out, our ads will have already aired) our theory by going on the radio for the first time in our 11 years in business. Watch out Madison area!
As I helped spearhead this effort, I was able to reflect upon it as the director of business. Here is a solid framework which we approached the radio ads with, and which is good for all forms of marketing.
1. Determine Goals:
- Attract one new recurring client, and 2-3 video, web, or branding projects
- Be memorable
- Remember Backflip (collaborate on awesome)
- Associate Backflip w/ video production and web development
- Call to action: go to letsbackfliip.com and contact Backflip
2. Identify Target Audience:
- Business owners, Directors of Marketing
- Those that want to do something awesome, more creative
- People who know they need something different (unsatisfied with average/existing)
3. Create Timeline:
- Complete production by mid-April
- Air in the Spring
4. Have a Budget:
- Backflip personnel - even though there was no external cost of creative, it is important to realize how many hours go into a specific project. These hours help determine your budget. Since it's internal costs, however, it's much lower risk.
- Media purchase
5. Execute:
- Shop around various radio stations and assess fit with target audience for the price
- Use Backflip creatives to produce something effective and memorable in our brand
- 2 “Direct message” concepts to introduce Backflip and develop 1-2 of the best funny ones to mix in later
- “Saturate” the market for 6 weeks instead of less spots over 3 months
- Evaluate impact and decide if Freddy Mercury was right
The Result
So how did it turn out? Very well. We ended up landing a large new client because they really jived with our comedic approach. We also started hearing feedback from friends and acquaintances. People were really digging it. Round 1: success! Now we are thinking about how we can do this again but provide something new and better.
You can listen to the radio spots below. Two were for a Catholic radio station as we do a lot of work for Catholic orgs, and the other two played on 105.5 tripple M.
1. 105.5 #1
2. 105.5 #2
3. Relevant Radio Ad #1
4. Relevant Radio Ad #2
You had your time, you had the power
You've yet to have your finest hour
Radio (radio)All we hear is radio ga ga
Radio goo goo
Radio ga ga
All we hear is radio ga ga
Radio blah blah
Radio, what's new?
Radio, someone still loves you- Queen
This entry was posted in brand messaging, sales, production, radio ads