Radio Promoting Radio

A few years ago while in the employ of a local radio mainstay, my boss Jon and I were charged with coming up with a creative way to demonstrate the power of radio as an advertising medium.  Our attempt became known as "Lint World" and was a something of a tour-de-force for us in terms of "theater of the mind".  Set as an interview with a fictonal business owner talking about how well radio advertising had worked for him, we recorded without a script and layered in some pretty cool and convincing sound effects. We thought we were pretty clever - you can decide below. 

Last week I was meeting with my friend Barry from WKCQ in Saginaw and he mentioned a "pro" radio spot he had found that was recorded by Tom Bodett - you know, the Motel 6 guy - (We'l leave the light on for ya').  In less time and with a different approach, Bodett's spot gets the point across more effectively and memorably.  Its a tribute to what the power of the spoken word can achieve when it is well crafted, charmingly recited and wonderfully scored.  Compare below. 

Radio has always facinated me.  Mountains can be moved with the human voice, indelible images can be created and its all so simple and elegant.  As I've said on many occasions, radio doesn't work - when you do it the way most advertisers do it.  But when you're willing to break with convention, radio can open up all kinds of possibilites...

Where can radio take your company?  Call us and let's discuss it.

J. Alfred  

Lint World Radio Spot

Tom Bodett on Radio

Important Information!

Advertising is the worst.  Just ask anybody.  We love to hate advertising because for the most part it is irrelevant to us.  For example, I wish FORD would stop trying to sell me an F-150 Pickup during football on Sunday.  Every time they go to commercial, I've got Denis Leary yelling at me about buying one of these trucks - enough already! I'm not willing to spend the money for a new vehicle right now, with 7 kids I certainly wouldn't choose a pickup truck, my current FORD E-350 Van is falling apart before my eyes and I don't need to be reminded of that every 5 minutes on my day off.

However, that same afternoon, with nearly the same relentless frequency, Pizza Hut is telling me that any pizza on their menu is just $10! Really? Awesome! I love me a Meat-Lover's Pizza from Pizza Hut!  Kelly and the kids like their pizza and wings, I've got almost $40 in my pocket and we haven't decided on dinner yet.  You can bet the ranch that I'll be pushing for Pizza Hut that night.

Annoying advertising or useful information?  It all hinges on relevance.  No way am I ever buying a Ford F-150 Pickup - sorry.  And relentless repetition of the ad won't change that.  Conversely, Pizza Hut is presenting me with information I can use and they'll likely rack up a sale.  

So what then can be done about the relevance of your advertising?  

That depends on you, your business and your answers to several dozen important questions.  Call us and and let's get the conversation started.

J. Alfred

A Very Special Opportunity

First, I think every business can benefit from taking the time to sit down and do some guided self-examination. Second, that possibility exists for your business, if you have the courage to accept a special new offer from Alfred Anderson Marketing and Coaching by Rich.

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What's the BIG IDEA?

Updated on Tuesday, November 1, 2011 at 2:33PM by J. A. Anderson

It was like a scene from Mad Men. I walk into a conference room and there on an easel is a piece of art board covered with a white cloth. The only thing missing was Don Draper and a smoldering Lucky Strike. And I have to say, the presentation did not disappoint.

The outdoor company had been working on the idea for a few weeks. My client was considering a very large annual commitment to billboard advertising, but the message had to be something special.

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The Wonderful Wizard of Ads

Yes, I worked for the Wizard of Ads, Roy Williams.  As a matter of historical fact I came up with the name "Wizard of Ads" as the image below will attest.  I know that the current telling of who came up with the handle is different - and I'm not posting this to pick a fight with the Wiz, I think he's one of the finest advertising guys on the planet.  I've done several courses at the Wizard Academy and I can fairly say I wouldn't be sitting where I am right now if it wasn't for Roy's knowledge, patience and generosity.  However...

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