Radio Lounge

What Are Good Radio Commercials? A Good Radio Spot is Not Creative for the sake of being creative. Is not designed to please copywriters, art directors, agency presidents, or even your client’s wife. Is not designed to win awards. A Good Radio Spot is One that stresses a key benefit. The main selling proposition. A spot that arouses curiosity. A spot that is customer focused, not client focused. A spot that clearly differentiates the client from the competition. “Why should I choose to do business with you over any and all other options available to me in your category?” ~ Dan Kennedy A spot that identifies a problem. A spot that provides a simple, single solution to that singular problem. A spot that can offer valid credible proof that the product works. A spot that calls the listener to respond. Gives the listener easy access to do that. And gives the listener a defined time to respond. Until next week...when we show you why sometimes radio spots don't work... ~B M. Bruce Abbott is part of the Crusade for Better Radio Advertising. He is also Creative Director and Partner of RADIO LOUNGE, a consulting and production service provider for the radio advertising and podcasting industry. RADIO LOUNGE works with radio stations around the country as well as advertising agencies and direct advertisers teaching techniques that guarantee higher returns on radio marketing investments. Visit www.radioloungeusa.com to read articles, attend seminars and workshops, and sign up for the free RADIO LOUNGE newsletter (or RSS feed) packed with great information to help you make the most of radio advertising. For consulting on your next radio advertising campaign, contact RADIO LOUNGE toll free at 866.4.AUDIO.9 (866.428.3469). 21-Aug-08 4:00 AM

Use Colorful Words and Phrases Stronger than horseradish! The location was CBS Radio in Houston in the late 90's under the legendary Dickie Rosenfeld. Dickie was contemplating time delaying a live syndicated radio show. In one of the most brilliant PR moves seen in radio, the syndicated host whipped the Houston listeners up into a frenzy. Radio listeners locked up the phone lines and started appearing at the radio station. On the air it seemed as if the station was under attack. From the inside, it sure felt like it. Dickie eventually gave in to the pressure that afternoon and live on the air said You Win. No time delay. Then referred to the listeners as STRONGER THAN HORSERADISH! You had to know Dickie to see how that SO fit his personality, and the phrase is so memorable because it's colorful and reflective of the person. The same is true for your radio advertising. The No-More-Sleeping-On-The-Couch Jewelry Sale this week at - The Bounce-a-quarter-off-your-abs Super Signup at XYZ Fitness - Use colorful words people will remember on a consistant basis. They command attention and evoke emotion. Until next week... ~B M. Bruce Abbott is part of the Crusade for Better Radio Advertising. He is also Creative Director and Partner of RADIO LOUNGE, a consulting and production service provider for the radio advertising and podcasting industry. RADIO LOUNGE works with radio stations around the country as well as advertising agencies and direct advertisers teaching techniques that guarantee higher returns on radio marketing investments. Visit www.radioloungeusa.com to read articles, attend seminars and workshops, and sign up for the free RADIO LOUNGE newsletter (or RSS feed) packed with great information to help you make the most of radio advertising. For consulting on your next radio advertising campaign, contact RADIO LOUNGE toll free at 866.4.AUDIO.9 (866.428.3469). 14-Aug-08 4:00 AM

The Difference Between Press Releases and Radio Commercials Radio advertising (and all advertising for that matter) is based upon the idea that consumers buy wih emotion and justify with logic. Therefore, great commercials are able to tap in to the benefits and emotions of potential customers in a way that showcases the product (or service) making one's life better by purchasing. A press release does not do this. Why then do we see radio commercial scripts that are nothing more than edited down press releases? Some even so blatant with words like FOR IMMEDIATE RELEASE or CONTACT INFO that includes someone's specific name and phone number. Press releases are a great marketing tool. They can communicate why something may be newsworthy to various media and can be great online for serach engine optimization. Radio advertising is no place for press releases. Keep in mind, there is a big difference between communication of something newsworthy, and persuasion toward purchase. One is dry, logic oriented and fact filled, the other must be emotional, persuasive and build a desire to purchase. Don't confuse the two when it comes to radio advertising. Have a professional copywriter work from the press release and tailor a script to create passionate, emotion driven benefits to the consumer from the dry details (and any customer info available). Until next week... ~B M. Bruce Abbott is part of the Crusade for Better Radio Advertising. He is also Creative Director and Partner of RADIO LOUNGE, a consulting and production service provider for the radio advertising and podcasting industry. RADIO LOUNGE works with radio stations around the country as well as advertising agencies and direct advertisers teaching techniques that guarantee higher returns on radio marketing investments. Visit www.radioloungeusa.com to read articles, attend seminars and workshops, and sign up for the free RADIO LOUNGE newsletter (or RSS feed) packed with great information to help you make the most of radio advertising. For consulting on your next radio advertising campaign, contact RADIO LOUNGE toll free at 866.4.AUDIO.9 (866.428.3469). 7-Aug-08 4:00 AM

Back Up The Claims With Facts The greatest (product or service) buying experience anywhere. It's a line heard over and over in radio commercials. What makes this the greatest buying experience ever? How is this greatest buying experience different than the competitions greatest buying experience as heard in THEIR radio commercial? Back up your statement with facts. For example, if you're a car dealership, your radio ad might talk about the finance manager that presents you with multiple options to choose from while you recline in a plush leather chair enjoying a complimentary chair message and snacking on catered dinner from the great restaurant next door. I've never personally had THAT experience, but it is specifically defining what a great experience might be. Any competitor who uses the line as fluff better be prepared to upgrade their uncomfortable chairs, rude finance manager, and the overbearing smell of three hour old popcorn - or else find a different position. What makes your experience great? Why is it better than your competition? Tell us about it! Back it up with facts. Competitors will have to rethink, and customers will respond. Until next week... ~B M. Bruce Abbott is part of the Crusade for Better Radio Advertising. He is also Creative Director and Partner of RADIO LOUNGE, a consulting and production service provider for the radio advertising and podcasting industry. RADIO LOUNGE works with radio stations around the country as well as advertising agencies and direct advertisers teaching techniques that guarantee higher returns on radio marketing investments. Visit www.radioloungeusa.com to read articles, attend seminars and workshops, and sign up for the free RADIO LOUNGE newsletter (or RSS feed) packed with great information to help you make the most of radio advertising. For consulting on your next radio advertising campaign, contact RADIO LOUNGE toll free at 866.4.AUDIO.9 (866.428.3469). 31-Jul-08 4:00 AM

Internal Communication (phone rings) (business) Thanks for calling ABC Business (customer) Yeah, I want to find out more about the X product offer. (b) Which offer? (c) The X offer. (b) I'm not sure which one you are talking about. (c) I heard it on your radio commercial (b) Hold on, let me find sales manager and find out about that offer. True story. If you run specials in any kind of print, web, television or radio advertising, communicate to your ENTIRE staff those specials. There's nothing worse than making a customer appear stupid when they simply want to purchase something from your business. Yes, that's what happens when the business's first point of contact knows nothing about what is being marketed. A simple copy of the ad, or short memo describing the specials is all you need. Remember, everyone from the receptionist, to sales, to accounting, to management are a part of the total customer experience. Until next week... ~B M. Bruce Abbott is part of the Crusade for Better Radio Advertising. He is also Creative Director and Partner of RADIO LOUNGE, a consulting and production service provider for the radio advertising and podcasting industry. RADIO LOUNGE works with radio stations around the country as well as advertising agencies and direct advertisers teaching techniques that guarantee higher returns on radio marketing investments. Visit www.radioloungeusa.com to read articles, attend seminars and workshops, and sign up for the free RADIO LOUNGE newsletter (or RSS feed) packed with great information to help you make the most of radio advertising. For consulting on your next radio advertising campaign, contact RADIO LOUNGE toll free at 866.4.AUDIO.9 (866.428.3469). 24-Jul-08 4:00 AM

Immediate Action You advertise on the radio. Your commercial reaches X number of people. You've generated interest. Your radio ads may have stirred up a desire for the product. Now, they are contemplating purchasing your product. So, when should they buy? Duhhh. NOW! Of course. You want sales now. Not a month from now, or a year from now. Now! However, we all know that procrastination runs rampant in our society. How do you get people to act now? Make it very obvious in your radio commercials that you will miss out on the deal if you don't act now. Now, I don't mean use the tired old phrases like Dont Miss Out, or Hurry This Sale Ends Soon. Be specific. We have X number of these and we expect to sell them all before (date). or something like - Buy before (date) for only (price), because after (date) the price goes back up 30%to (higher price). Make it clear to consumers that there really is a reason to buy now and it's not fluff. If they are in the market for your product or service, this approach in your radio advertising will light a fire and generate more immediate action. Until next week... ~B M. Bruce Abbott is part of the Crusade for Better Radio Advertising. He is also Creative Director and Partner of RADIO LOUNGE, a consulting and production service provider for the radio advertising and podcasting industry. RADIO LOUNGE works with radio stations around the country as well as advertising agencies and direct advertisers teaching techniques that guarantee higher returns on radio marketing investments. Visit www.radioloungeusa.com to read articles, attend seminars and workshops, and sign up for the free RADIO LOUNGE newsletter (or RSS feed) packed with great information to help you make the most of radio advertising. For consulting on your next radio advertising campaign, contact RADIO LOUNGE toll free at 866.4.AUDIO.9 (866.428.3469). 17-Jul-08 4:00 AM

"Fast turnaround, very creative" - Cheryl Boe, Boe Creative "They work out the details, take complete responsibility, and raise my expectations" - Bill Lawrence, Bubbles Car Wash Smooth to snobby, story-tellers to high-energy yellers, gen-X to boomers, dialects from the East Coast to the French Riviera. Matching a voice to a script is essential. RADIO LOUNGE can connect you to thousands, upon thousands of voice actors. RADIO LOUNGE not only has a great stable of in-house talent, but we work with some of the best talent agencies in the world. Need a deadpan executive from Jersey? We're on it! Looking for a funny grandma from Clute? No problemo? How about a raspy valley-girl with a British accent? Okay, that one's gonna be tough. Let RADIO LOUNGE help cast your next project. It's easy to get started. Shoot us an email with your requirements, including the script and we'll get you the auditions, pronto.

Show Your Passion It has been said that advertising and marketing materials are essentially salesmanship in print. Radio advertising is no different. Think of it as sonic salesmanship. If you have ever seen a great sales presentation, or witnessed an excellent salesperson describing their product, you can sense the passion in their delivery. Does your radio commercial have passion? The concept, the voiceover, the music, the content of the script - must all have passion. Passion comes in many forms. The radio ad for children's toy stores will sound different than the commercial for pre-planned funeral plots. However, the same amount of passion will be apparent in each radio spot. Different deliveries and styles, same level of passion. Remember, customers buy with emotion. Logic comes into play when justifying the purchase. If you want customers to be passionate about your company, product or service, you must show passion for it as well in your radio advertising Until next week... ~B M. Bruce Abbott is part of the Crusade for Better Radio Advertising. He is also Creative Director and Partner of RADIO LOUNGE, a consulting and production service provider for the radio advertising and podcasting industry. RADIO LOUNGE works with radio stations around the country as well as advertising agencies and direct advertisers teaching techniques that guarantee higher returns on radio marketing investments. Visit www.radioloungeusa.com to read articles, attend seminars and workshops, and sign up for the free RADIO LOUNGE newsletter (or RSS feed) packed with great information to help you make the most of radio advertising. For consulting on your next radio advertising campaign, contact RADIO LOUNGE toll free at 866.4.AUDIO.9 (866.428.3469). 10-Jul-08 4:00 AM

Got Copycat? Be Original Even though this is a radio advertising tip, this applies to all forms of advertising. Be original! Don't rip off someone else's idea. My inspiration for this tip is a billboard outside the dentist office around the corner from our studios (and I'm sure it's on a dentist's office near you too). The billboard says... "Got Smile?" I once read an article with creative guru Jeff Goodby (who's agency is the creative force behind the "Got Milk?" campaign). He said he really knew he had something special when he saw copycat versions of his slogan everywhere - especially the local adult bookstore near his home who's sign out front read "Got P-rn?" The point here is to be original. If everyone else has "Your (insert industry here) solutions provider", create a slogan that's different. If you provide computer tech service, don't be "Your computer tech solutions provider", be Your "I know longer want to smash my computer with a hammer" company. People appreciate originality...and remember your name easier. Until next week... ~B M. Bruce Abbott is part of the Crusade for Better Radio Advertising. He is also Creative Director and Partner of RADIO LOUNGE, a consulting and production service provider for the radio advertising and podcasting industry. RADIO LOUNGE works with radio stations around the country as well as advertising agencies and direct advertisers teaching techniques that guarantee higher returns on radio marketing investments. Visit www.radioloungeusa.com to read articles, attend seminars and workshops, and sign up for the free RADIO LOUNGE newsletter (or RSS feed) packed with great information to help you make the most of radio advertising. For consulting on your next radio advertising campaign, contact RADIO LOUNGE toll free at 866.4.AUDIO.9 (866.428.3469). 3-Jul-08 4:00 AM

"Gee Bob, Is That Your Real Name? Why Yes Sue." - Names In Radio Commercials. Unless the name ties in with the creative - such as a character like "Flawless Florence" or "Mile-A-Minute Molly" , or telling a funny story bout Uncle Louie - there's no reason to have dialogue in radio commercials that have names. You hear them all the time in those "two voice spots". Hey Bob...Yes Jane...of course Jill. Just converse. Make it natural. Drop the needless names and get to the dialogue. Until next time... ~B M. Bruce Abbott is part of the Crusade for Better Radio Advertising. He is also Creative Director and Partner of RADIO LOUNGE, a consulting and production service provider for the radio advertising and podcasting industry. RADIO LOUNGE works with radio stations around the country as well as advertising agencies and direct advertisers teaching techniques that guarantee higher returns on radio marketing investments. Visit www.radioloungeusa.com to read articles, attend seminars and workshops, and sign up for the free RADIO LOUNGE newsletter (or RSS feed) packed with great information to help you make the most of radio advertising. For consulting on your next radio advertising campaign, contact RADIO LOUNGE toll free at 866.4.AUDIO.9 (866.428.3469). 26-Jun-08 4:00 AM

The First Rule of Radio Advertising - "There Are No Rules" Many advertisers have had success with radio advertising with a variety of radio commercials. There is no one style..no one formula. Our point here, is that when we hear "the name must be in the first three seconds", or "the phone number must be mentioned at least three times", we have to say, oh really? These are old school rules that do not guarantee success. Success comes from a great radio ad that makes a connection with a potential customer and builds up the desire to purchase...regardless of how many seconds into the spot the name is mentioned. Oh, I'm sure we'll get disagreements on this one. But sometimes the best rules are those that are broken. Until next week... ~B M. Bruce Abbott is part of the Crusade for Better Radio Advertising. He is also Creative Director and Partner of RADIO LOUNGE, a consulting and production service provider for the radio advertising and podcasting industry. RADIO LOUNGE works with radio stations around the country as well as advertising agencies and direct advertisers teaching techniques that guarantee higher returns on radio marketing investments. Visit www.radioloungeusa.com to read articles, attend seminars and workshops, and sign up for the free RADIO LOUNGE newsletter (or RSS feed) packed with great information to help you make the most of radio advertising. For consulting on your next radio advertising campaign, contact RADIO LOUNGE toll free at 866.4.AUDIO.9 (866.428.3469). 19-Jun-08 4:00 AM

How Do You Talk To Your Mother? - Use Real Language In Your Radio Commercials We call it cliche "radio speak". It's the incredibly awkward script written for two voice talents that in no way represents how an actual conversation actually sounds, yet is punctuated with a just-so-happen-to-have-the-phone-number and peppered with bad acting (take breath here...) Dialogue is one of the toughest things to write, even for the pros. You want your spots to sound real and authentic, yet still communicate the benefits of the product. This is where a professional copywriter comes in handy. But say you don't have any of the Radio Lounge writers with you at that second :) Simply write the copy and read it out loud. The compare it to a conversation with your mother (provided you have civil conversations). Do they sound similar? They should. If not, rewrite and make it more natural. Like your mother always said..."Natural radio copy, is believable radio copy" :) Until next week... ~B M. Bruce Abbott is part of the Crusade for Better Radio Advertising. He is also Creative Director and Partner of RADIO LOUNGE, a consulting and production service provider for the radio advertising and podcasting industry. RADIO LOUNGE works with radio stations around the country as well as advertising agencies and direct advertisers teaching techniques that guarantee higher returns on radio marketing investments. Visit www.radioloungeusa.com to read articles, attend seminars and workshops, and sign up for the free RADIO LOUNGE newsletter (or RSS feed) packed with great information to help you make the most of radio advertising. For consulting on your next radio advertising campaign, contact RADIO LOUNGE toll free at 866.4.AUDIO.9 (866.428.3469). 12-Jun-08 4:00 AM

Everyone's Favorite Radio Station - WII-FM (What's In It For Me" Me, me, me..all about me. Many radio commercials are just that. "We do this" and "we do that". "We provide this" and "we provide that". "We offer this"and "we offer that." In your radio commercial, you are the star..the focus. One problem with this. Listeners don't really care. The listener's world is me, me, me. in otherwords...My needs..my wants. So make sure your radio ad is less about you, and more about the listener. It's been used a zillion times, but the phrase "what's in it for me' is SO important. So instead of me, me, me, think about you, you, you. What about my company/product/service satisfies YOUR needs and YOUR wants. Keep in mind, your ad is for THEM, not you. And as always...need information...just ask your customers. Until next week... ~B M. Bruce Abbott is part of the Crusade for Better Radio Advertising. He is also Creative Director and Partner of RADIO LOUNGE, a consulting and production service provider for the radio advertising and podcasting industry. RADIO LOUNGE works with radio stations around the country as well as advertising agencies and direct advertisers teaching techniques that guarantee higher returns on radio marketing investments. Visit www.radioloungeusa.com to read articles, attend seminars and workshops, and sign up for the free RADIO LOUNGE newsletter (or RSS feed) packed with great information to help you make the most of radio advertising. For consulting on your next radio advertising campaign, contact RADIO LOUNGE toll free at 866.4.AUDIO.9 (866.428.3469). 5-Jun-08 4:00 AM

Radio Cliche of The Month - Friendly Knowledgeable Staff I would expect them to be friendly and knowledgeable if they are working in a business that deals with customers. This should not be benefit but a given. Thats like saying we have a front door thats not locked or something as crazy. The truth is, you can say friendly staff all you want in your commercials, but there are personalities out there working with customers that...well...shouldnt be working with customers. I see the same person every week checking out at a store near my home. I bring my items to the register, and he says not a word. He rings me up. And gives me my total. Week in...week out. No conversation...no eye contact...no personality. I bring this up because of the billboard down the road that actually says on it friendly, knowledgeable staff. Heres a solution. Unless the staff makes a huge difference in the sale - dont bring them up. If theres a special reason the staff needs to be promoted, then... 29-May-08 4:00 AM

Give It A Name. Recently we told you about pharma-marketing companies creating new "syndromes" in order to create demand for their products. Here is a different approach to using names to enhance value. People like to get value - to really get a lot for what they pay for. Here's something you might try in your radio advertising (or all advertising for that matter). Create a special name for your product or service. Great marketers learned long ago, that using phrases such as "premium", "signature", "flagship","platinum", etc. created more of a mystic surronding everyday products (and generally allowed for higher prices). Do you just want ground beef, or do you want to spring a few extra dollars for "Signature Cut" beef? Do you have a product or service that you can spruce up. Maybe create the "platinum" carpet cleaning service, or the "Exclusive Collection" of products. Add some little extras to make the service/product special - special packaging, additional free services, etc. Then promote it. Make sure everyone knows about it through great radio advertising...and be sure to use the Radio Lounge Platinum Signature Premium Exclusive Radio Commercials to do it :) Until next week... ~B M. Bruce Abbott is part of the Crusade for Better Radio Advertising. He is also Creative Director and Partner of RADIO LOUNGE, a consulting and production service provider for the radio advertising and podcasting industry. RADIO LOUNGE works with radio stations around the country as well as advertising agencies and direct advertisers teaching techniques that guarantee higher returns on radio marketing investments. Visit www.radioloungeusa.com to read articles, attend seminars and workshops, and sign up for the free RADIO LOUNGE newsletter (or RSS feed) packed with great information to help you make the most of radio advertising. For consulting on your next radio advertising campaign, contact RADIO LOUNGE toll free at 866.4.AUDIO.9 (866.428.3469). 22-May-08 11:00 AM

Make Up A New Memorable Phrase. Irritable Bowel Syndrome. Ohh. Sounds painful. Guess who was the first to diagnose this? AN AD AGENCY!!! In the world of pharma-advertising, there are marketing companies out there that are developing new phrases for their clients. The idea, is that the phrases become so burned into the general public's mind that they actually become part of the medical jargon. Everything from "chronic dry eye" to "restless leg syndrome". Does anyone remember "halitosis"? Why not do the same thing with your product or service. Oh, I don't know...maybe a florist can promote "natural aroma-couples-therapy" for guys getting out of trouble with flowers. Or maybe a furniture store has the answer for "mattress-depreciation". All kidding aside...with enough creativity you might be able to make your product or service associated with some syndrome. Until next week... ~B M. Bruce Abbott is part of the Crusade for Better Radio Advertising. He is also Creative Director and Partner of RADIO LOUNGE, a consulting and production service provider for the radio advertising and podcasting industry. RADIO LOUNGE works with radio stations around the country as well as advertising agencies and direct advertisers teaching techniques that guarantee higher returns on radio marketing investments. Visit www.radioloungeusa.com to read articles, attend seminars and workshops, and sign up for the free RADIO LOUNGE newsletter (or RSS feed) packed with great information to help you make the most of radio advertising. For consulting on your next radio advertising campaign, contact RADIO LOUNGE toll free at 866.4.AUDIO.9 (866.428.3469). 15-May-08 4:00 AM

Tell A Story. People love stories. That's why we watch TV. That's why we read novels. Stories draw us in. Stories teach us something about people, places or things that we never knew before. Does your business have a story to tell? Instead of using generic sales copy, tell a story. Stories can comunicate benefits in a powerful way. Here's a great example we had a while back. We were creating radio commercials for an Italian restaurant. The owner wanted to have the generic radio-speak in the spot - great atmosphere, delicious food, blah blah blah. We asked him what makes the restaurant so great - best we could get was that the recipes are "authentic". OK...we hear "authentic" a lot in restaurant commercials. Later in the conversation is happened to come up that the owner of the restaurant had found an old wooden box buried in his great-grandmothers home after she had passed away. The box was filled with old Italian recipes that he has kept and used for the restaurant. SCORE!!!!!!!!! So, we told the story of the box, and the recipes. We were able to truly communicate what "authentic" truly was. And the spots were extremely successful. What's your story? Until next week.... ~B M. Bruce Abbott is part of the Crusade for Better Radio Advertising. He is also Creative Director and Partner of RADIO LOUNGE, a consulting and production service provider for the radio advertising and podcasting industry. RADIO LOUNGE works with radio stations around the country as well as advertising agencies and direct advertisers teaching techniques that guarantee higher returns on radio marketing investments. Visit www.radioloungeusa.com to read articles, attend seminars and workshops, and sign up for the free RADIO LOUNGE newsletter (or RSS feed) packed with great information to help you make the most of radio advertising. For consulting on your next radio advertising campaign, contact RADIO LOUNGE toll free at 866.4.AUDIO.9 (866.428.3469). 8-May-08 4:00 AM

Cliche of The Month - "Conveniently Located" Don't go there! Even if your location is at the end of my driveway, it is not convenient for someone across town. The northside location is not convenient for the south side. The west side location is not convenient to the east side. And there are no such things as multiple convenient locations. If you have eight locations, say you have eight locations...but drop the word "covenient" This is a cliche fluff line and a waste of valuable radio commercial real estate. Until next week... ~B M. Bruce Abbott is part of the Crusade for Better Radio Advertising. He is also Creative Director and Partner of RADIO LOUNGE, a consulting and production service provider for the radio advertising and podcasting industry. RADIO LOUNGE works with radio stations around the country as well as advertising agencies and direct advertisers teaching techniques that guarantee higher returns on radio marketing investments. Visit www.radioloungeusa.com to read articles, attend seminars and workshops, and sign up for the free RADIO LOUNGE newsletter (or RSS feed) packed with great information to help you make the most of radio advertising. For consulting on your next radio advertising campaign, contact RADIO LOUNGE toll free at 866.4.AUDIO.9 (866.428.3469). 1-May-08 4:00 AM

Houston, TX - April 28, 2008 Radio Lounges Bryon Beaubien was part of the University of Houston team that competed regionally in a re-branding competition for AOL/AIM in Dallas on earlier this month. Beaubien was tapped as creative director of the team that was given the task of re-branding AOLs AIM feature to position it to be more competitive in the social networking arena, much like My Space and Facebook. The University of Houston Communications program driven by U of H professors Bob Culpepper, Larry Kelly and Rosario Laudicina, also involved agency pitches from a number of other national universities, says RADIO LOUNGE President Ray Schilens. Those competing presented their pitch on the AIM in an effort tie the benefits of AIM together in a targeted package that related to a younger demographic with a full re-branding, marketing and advertising campaign. In addition to attending U of H in his senior year Beaubien has also interned and worked part-time at Radio...

Give Listeners a Reason (to visit your website) Youve heard the tag line on radio commercials - For more information, visit www dot... Heres something to try with your radio campaign... Offer something for free when they visit your website. One major component of the internet is the ability to stay anonymous. In other words, I can check out your business without fear of a pushy salesperson, or if I have a tight schedule, I can find out more about you on MY time. Now give listeners ANOTHER reason to visit your website. Use the combination of radio and internet marketing to generate leads. In the radio ad, mention a free download of value - maybe a white paper, a free report, a free video. Use the radio commercial to drive listeners to the website to download this free content. Of course make sure you capture contact information in... 24-Apr-08 4:00 AM

There are lots of audio production houses out there...What makes RADIO LOUNGE unique? Reduce production costs with our no-nonsense straight forward approach we take when it comes to sound to picture. If you've ever used a production house to find those little items add up on the final bill, you'll be pleased here. We call it our "No Nickel and Dime Attitude". It's just one flat rate on audio. NO charges for archival...NO charges for the first five dubs...NO needle drop charges for in-house music cuts or sound effects (it doesn't matter how many you need)...NO charge for sending your commercial via MP3 delivery. NO cocky attitudes here. In fact, our customners rave about that great friendly feeling they get working with RADIO LOUNGE. We like to call it "The LOVE" :) It's a simple philosophy that gives you high quality, major market production, with a lot less hassle.

Houston, TX - April 14, 2008 - The Stay a While Crocodile radio advertising campaign gets an update for spring/summer exposure with new radio creative to air in several Texas and Louisiana broadcast markets. The Hawthorn Suites at The Victorian Resort and Conference Center along with Pam Matlock, marketing director developed the radio marketing campaign to focus on a fun attitude unique to the Victorian and to showcase their recent promotional association with the new Schlitterbahn Water Park on Galveton Island. The Victorian, a family oriented venue, with condo-style full service rooms, on-property themed pools and close proximity to the Gulf make it a favorite vacation destination year-round, says RADIO LOUNGE President Ray Schilens. Stay a While Crocodile ties into their current outdoor campaign. Radio Lounge has worked with The Victorian for almost two decades on various radio production projects, marketing on-hold and video productions. The Victorian came to...

Tracking Results From Your Radio Campaign We all agree, measurement and tracking are important when determining the success of any advertising campaign. We want to remind you that tracking in radio advertising is NOT as nice and neat as with other media such as print or internet. We see a lot of radio production featuring special phone numbers, special long URLs with lots of slashes and of course the always popular mention this ad.... The problem is - and brace yourself - the listeners arent always following your directions. We see radio advertising campaigns get a bad rap many times because listeners didnt follow the special phone number, URL, or mention this ad. Many times, radio advertising works in tandem with other media. For example, the radio grabs attention, then the listener searchs for the product on Google. Radio may not... 17-Apr-08 10:00 AM

Controversy Gets Noticed. Faceit, in today's society it seems that the most controversial elementsget the most attention. Have you ever thought about bringing a littlebit of spice...a little bit of controversy...to your radio advertisingcampaign?Here's a radioad we did for a high end home builder in Houston who wanted listenersto think of their homes as sexy. Listen to the radio production here.This ad made people blush! It also grabbed the attention of the targetaudience. Oh sure, there were a few complaints to the radio stations.As long as your radio commercial isn't extremely offensive (i.e.racist, foul language, demeaning to religious or cultural group, etc.),what harm is there in a bit of controversy. Just make sure the controversial radio campaign supports the brandingeffort of the company..or else your radio ad is seen as a desperateattempt at grabbing attention with no substance to back it up.Until next week...~BM.Bruce Abbott is part of the Crusade for Better Radio Advertising. Heis also Creative Director and Partner of RADIO LOUNGE, a consulting andproduction service provider for the radio advertising and podcastingindustry. RADIO LOUNGE works with radio stations around the country aswell as advertising agencies and direct advertisers teaching techniquesthat guarantee higher returns on radio marketing investments. Visit www.radioloungeusa.comto read articles, attend seminars and workshops, and sign up for thefree RADIO LOUNGE newsletter (or RSS feed) packed with greatinformation to help you make the most of radio advertising. Forconsulting on your next radio advertising campaign, contact RADIOLOUNGE toll free at 866.4.AUDIO.9 (866.428.3469). 10-Apr-08 10:30 AM

Radio Cliche of the Month - Family Owned and Operated family owned and operated... Where this phrase become the defacto stand-in for we wont screw you, well never know. Some of our worst customer nightmares came from businesses that were family owned and operated. This really has no benefit to a radio listener. If you feel that your company REALLY goes out of their way to help customers, then use specific examples in your radio advertising campaign. Dont tell the listener, show the listener. Otherwise this is just another meaninless fluff line that increases the chance of your radio commercial being tuned out. Besides...didnt anyone watch the Sopranos. Isnt the mafia technically family owned and operated? :) Until next week... ~B M. Bruce Abbott is part of the Crusade for Better Radio... 3-Apr-08 10:00 AM

For Immediate Release (March31, 2008) London - Wes Anderson’s FantasticMr. Fox taps Radio Lounge for audio recording Wes Anderson’s new animatedmovie, based on the Roald Dahl book is in production and set to be releasedin November of 2009. Anderson is writing the script and directingthe stop-motion animated pic for Revolution Studios. Local televisionnews anchor and media personality Steve Smith recorded tracks for Andersonin late February at the Radio Lounge studios with a digital phone patchand ISDN to Anderson’s location in Paris. The Fantastic Mr. Fox starsGeorge Clooney, and Bill Murray, in this adventure animation comedy. Anderson is also known for his darker comedies including “The RoyalTenenbaums” and “Rushmore” and has just wrapped filming of “TheLife Aquatic with Steve Zissou”. This is Radio Lounge’s firstopportunity to work with Anderson and Fantastic Mr. Fox Productions,based at 3 Mills Studios in London. Radio Lounge regularly providessound to picture, 5.1 and Hi-Def audio production services for a varietyof television and cinema clients globally. RADIO LOUNGE also works withradio stations around the country as well as advertising agencies anddirect advertisers teaching techniques that guarantee higher returnson radio marketing investments. Visit www.radioloungeusa.com to read articles, attend seminarsand workshops, and sign up for the free RADIO LOUNGE newsletter (orRSS feed) packed with great information to help you make the most ofradio advertising. For consulting on your next radio advertising campaign,contact RADIO LOUNGE toll free at 866.4.AUDIO.9 (866.428.3469).

One Main Thought A radio listener will remember one main item from your radio commercial. What do you want that to be? If you have done your homework (i.e. talking to your clients), the one main thought that you hope listeners will take away from your radio commercial will be the one most important reason (i.e. benefit) that will be gained by using your product or service. Face it, the average person is bombarded by thousands of marketing messages every day. If your radio advertising was lucky enough to grab the listeners attention, you have a very short period of time to make a connection. So keep your message simple and focused. Dont go off in the weeds with extraneous information and every little attribute about your company, product, services, friendly staff, etc in your radio advertising campaign. Get to the point! The radio listener is only concerned with whats in it... 28-Mar-08 10:00 AM

Rays Voice Demo Ray Schilens - President/Partner rschilens@radioloungeusa.com 281.494.4680 Ray Schilens brings over 30 years programming, production, advertising and management experience to RADIO LOUNGE. Rays commitment to quality media content has earned him much respect by his contemporaries. Overseeing all facets of a broadcast production facility and an organizational creative think tank, Ray has vast experience in various areas of advertising, marketing, and business leadership. His extensive background includes broadcast programming and creative services management in markets including Detroit, Houston and Miami-Ft. Lauderdale. It is Rays combination of creativity, dedication to quality, and his strength in client relationships, that make him a main reason why clients like to work with RADIO LOUNGE. Bruces Voice Demo M. Bruce Abbott Creative Director/Partner babbott@radioloungeusa.com 281.494.4680 Bruce Abbott...

Even though this is a radio advertising tip, this applies to all forms of advertising. Be original! Dont rip off someone elses idea. My inspiration for this tip is a billboard outside the dentist office around the corner from our studios (and Im sure its on a dentists office near you too). The billboard says... Got Smile? I once read an article with creative guru Jeff Goodby (whos agency is the creative force behind the Got Milk? campaign). He said he really knew he had something special when he saw copycat versions of his slogan everywhere - especially the local adult bookstore near his home whos sign out front read Got P-rn? The point here is to be original. If everyone else has Your (insert industry here) solutions provider, create a slogan thats different. If you provide computer tech service, dont be Your computer tech solutions provider, be Your I know longer want to smash my computer with a hammer company. People appreciate originality...and remember your... 7-Feb-08 11:00 AM

Unless the name ties in with the creative - such as a character like Flawless Florence or Mile-A-Minute Molly , or telling a funny story bout Uncle Louie - theres no reason to have dialogue in radio commercials that have names. You hear them all the time in those two voice spots. Hey Bob...Yes Jane...of course Jill. Just converse. Make it natural. Drop the needless names and get to the dialogue. Until next time... Learn more about Radio Lounge Welcome to the RADIO LOUNGE weekly radio advertising tip - visit www.radioloungeusa.com to check out our featured creative, radio commercial samples, , free radio advertising articles, free marketing podcast interviews and more. RADIO LOUNGE is out to save radio advertising with a variety of radio advertising services for radio stations, advertising agencies and direct advertisers...as well as marketing on-hold audio, podcast production, audio for TV/video and more. Our goal is to eliminate ineffective, poorly executed radio... 31-Jan-08 11:00 AM