Archive | July, 2009

Learning About Radio Advertising

27 Jul

As a Radio Expert, I live for my clients and for the success of my campaigns. So, when I’m recommending schedules, choosing the stations and geography that fit the brief and devising creative……there’s a lot of pressure to get things right.

Fortunately, successful radio advertising is as much about experience as it is about inspirational creativity. On the back of an envelope, I reckon that the team at Radio Experts have been responsible for placing in excess of £50 million worth of radio advertising over the years as well as countless dollars, Euros and all sorts of other weird and wonderful currencies. In terms of commercials written, we’ve quite simply produced too many to count. Big ones, small ones, fat ones, thin ones, loud ones, quiet ones….there’s little we haven’t done creatively over the years.

But the most important thing to me is to keep on learning. By making a science out of what works (and also taking careful note of what doesn’t work), it only increases the service I can provide to my clients and their very important advertising pounds / Euros / dollars / kwacha!?*

After all, if you’re not learning, you’re just not tuned in.

Right now, we’re learning some fascinating stuff about retinal eye movement in front of a computer and where your eyes go when you hear audio messages. There’s so much to learn and so much to get better at…….it might not be everyone’s bag, but I think being a Radio Expert is the most exciting  job on the dial.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio agency. tim.cowland@radioexperts.co.uk


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Guaranteeing Response on Radio

24 Jul

Guaranteeing Response on Radio

In recent newsletters we at Radio Experts have given a few case studies of clients we are working with who have tapped into the vast direct response potential of radio advertising.

In this challenging marketplace, every media needs to prove its worth and deliver a measurable return on investment. Radio is no different. Also in this type of market, off-piste and adventurous users of media tend to come to the fore as advertisers and media owners try new things.

Cost per response (or cost per acquisition) deals are a case in point, where there is a guaranteed return on investment for agreed response rate mechanisms. For several months now we have been negotiating various ingenious CPR deals and we have encouraged new advertisers to the wonderful world of radio as a result.

It’s all about value…

Radio Experts acts as a high octane agency’s agency, our remit being to seek out opportunities like this and we are always delighted to keep our clients up to speed with new developments in radio advertising.

So… if you have clients who would like to consider using radio as a DR medium with guaranteed response rates, email / call / IM and all that.  I’m at www.radioexperts.co.uk

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio agency. tim.cowland@radioexperts.co.uk

Radio Advertising breakout

23 Jul

It’s a hot radio party out there.

Effectiveness is breaking out all over the world of radio advertising and its all good news for the true radio advertising experts. As the radio industry hurtles towards new online realities, the power of radio station’s websites and online offerings are becoming ever more powerful. Stations have always known who their audiences were but now the cookies are all piled up in an organised listener banquet. Radio Stations have the power more and more to tell advertisers exactly who is listening online and to hit those audiences with a multitude of audio and visual messages. It’s party time as Radio Advertising hits the media dance floor with some serious new moves. Effectiveness is through the roof, radio’s ability to deliver mountainous online visitor spikes speaks volumes for my ROI clients. It’s all good news on the radio front.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio agency. tim.cowland@radioexperts.co.uk

Radio Disco

Radio Disco