Archive | April, 2014

Radio turns into a mosquito repellent

25 Apr

Our sponsorship and promotions team are always interested to see how brands promote themselves in other countries of the World and this one really caught our ears!

A Brazilian travel magazine called “Go Outside” planned a promotional campaign with a local radio station in Sao Paulo that would literally turn the radio into a mosquito repellent. The station played a 15 kHz sound that was inaudible to humans but which has been shown to repel mosquitoes (to mosquitoes, the signal sounds like the buzzing of dragonfly – their natural enemy.)

Although Radio Experts are dedicated to carrying out Post Campaign Analysis for our clients, we have no idea exactly how many mosquitoes were scared away with this promotion!

Get in touch if you fancy taking a bite at a radio sponsorship or promotional campaign.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising. @timcradioexpert


New Heart stations launch 6th May

17 Apr

This week Global Radio announced the exciting news that the Heart brand will launch in Scotland, the North East, North West, South Wales and Yorkshire on Tuesday 6th May at 6am.

This extension of the Heart brand into these new areas is the final part of the process for Global following the acquisition of Real Radio.  For the first time, listeners in these regions will be able to hear presenters including Toby Anstis, Emma Willis, Stephen Mulhern, Emma Bunton, Jenni Falconer and Mark Wright. Once these new stations transition from Real Radio to Heart, Global estimates the Heart brand will reach 9.3 million listeners every week.

With the arrival of Heart into these new regions and with Global investing heavily in a fresh marketing and PR campaign these changes provide great new opportunities for radio advertisers.

If you’d like to find out more about the extension of the Heart brand or anything else about radio advertising and sponsorship please get in touch.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising. @timcradioexpert

Radio – A powerful way to reach motorists

10 Apr

There are now so many different ways to listen to radio. Traditional FM and AM are still popular, but as results from quarter 4 of the 2013 RAJAR demonstrate – listening via DAB is continuously growing.

The increase in DAB listening could be partly due to the fact that 45.2% of all new cars now have DAB radios fitted as standard.  Combine this fact with recent figures released by the Society of Motor Manufacturers and Traders (SMMT) showing that new car registrations are the highest they have been for a decade and you begin to see just how radio is a really powerful way for advertisers to reach motorists.

Where else can you have such an intimate connection with the listener – a captive audience that is intently listening and totally immersed in the radio station they’ve chosen.

There’s a variety of ways to target motorists, both through the creative approach and through intelligent media planning and buying. Get in touch and let us help you navigate the way to radio success.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising. @timcradioexpert

A great strategy for radio

2 Apr

What’s a great strategy to improve response to a radio campaign?

At Radio Experts, we always say that the success of radio advertising can be influenced by many factors, but there is one simple thing you can do that will really help improve radio response and that is making sure all your ads have consistency.

Radio is a frequency medium – ads needs to be heard multiple times before they sink in with the listener, so anything an advertiser can do to ensure consistency throughout a campaign and across a number of commercials can really make a difference to the response.

A great example of consistency is Nike’s ‘Just Do It’ slogan. It was first developed in 1988 and it’s still being used today whatever the message or the creative approach. Consistency enables the consumer to form a solid opinion of a brand – people feel more comfortable dealing with a business that is always consistent in the way it presents itself.

Whether it’s the same strap line across multiple commercials, the same voice, a common music track, a recurrent creative theme or creation of a sonic identity, at Radio Experts we apply these techniques to create consistency, maximising the effectiveness of radio campaigns.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising. @timcradioexpert