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October 03, 2006

How To Kill A Radio Commercial

We think about and work hard to create fantastic radio commercials. We know enough not to try and create ads for flash or ego. We know enough to avoid the mistake of playing it safe, and to resist the temptation to make the ad sound "like an ad". We know that what counts is response and conversion.

Yet a number of factors can still derail a campaign before it even gets on the air. One of the most common is the impact of pre-conceived ideas about what will work. These come in the form of untested assumptions or beliefs, usually based with good intention on what others in the marketplace have done or are doing - presumably very successfully.

All good marketers know that there's a large danger in making assumptions, and there is a fine line between making an assumption and infusing the creative process with hard-earned knowledge about approaches that have consistently either worked or not worked.

Perhaps the best possible approach to this is to foster an open dialogue between all parties involved in the creative process. Making it safe to voice concerns or contrarian opinions is the only way to ensure that the best of what everyone has to offer is put to full advantage.

Posted by Jeff Small & Brett Astor at 08:38 AM | Permalink