A few weeks ago, I received a call asking if I would like to be nominated as a judge for the radio advertising panel at the Cannes Lions Awards held in Cannes.
I was flattered, but due to various commitments I was unable to take the project further.
Fast forward a few weeks and i read this article.
It is true, in recent years respect for radio advertising has gone through a rather iffy stage. There are a lot of reasons. Firstly, the recession hasn't helped. Thousands of advertisers are playing safe with their creative. A few days ago, I presented a new creative concept to a major client of mine. "We love it !" They said. "But it's just too much of a risk to change". And there lies the danger. By not moving with the times, your marketing blends in with everything else.
Another reason is...And for goodness sakes, I don't know how many times I've said this ! But on a local level, nmany radio stations are selling their medium wrongly. Far too much emphasis is being put on selling airtime rather than proper advertising. Airtime is a commodity. It is purely the portal for the message. Because of this, a creative strategy doesn't get a look in. If stations sold Advertising, then everything would be taken into consideration in equal measure.
Thirdly, the value of radio is being undermined. There are radio stations selling some airtime packages that are shockingly cheap. At face value, they appear to look fantastic. But dig deeper and you'll discover these packages will only work for a small amount of advertisers. I've had numerous station Sales Execs tell me they have to sell these packages and they hate doing it. They tell me they are time-consuming, high maintenance and because little-to-no money is allocated for creative, the majority of the ads sound crap. A few years ago, I published my views on some of these packages in an article for an industry magazine. A few days after publication, I was at a radio event and a station boss came over and gave me a complete bollocking. "You don't realise how much revenue these packages bring in for us !" he blurted. His rant lasted ten minutes, but during that time there was no mention of any benefit of these packages to the advertiser.
The fact is, many of these cheap airtime packages don't work sufficiently well for the advertiser to re-sign. The result ? Another business disillusioned with radio advertising. If they DO work, then the station faces another problem. You have a happy client, so you present to them an advertising package that's bigger and more expensive. The client responds by saying: "I'm not interested in that. I'll stick to the original cheap package I booked thank you."
And of course, there's another reason why radio advertising may not be as attractive as it used to be. Could it be because of the quality of output of some of the commercial radio stations ? Don't get me wrong, there are lots of stations that have some great output. But there are LOTS of radio stations who constantly pump out bland and unimaginative output. (Notice I don't say 'programming' ?) The presenters talk, but they have nothing to say. The music is repetitive, unbelievably safe and predictable. The 'localness' is pseudo-local. And where is the engagement ? How often does something amazing being broadcast on a commercial radio station put your life on hold until the item has finished ? When Chris Evans was doing the breakfast show on Virgin, there were countless times when I was late for work because I was still in the car listening his breakfast show.
Sure, many of these stations have good audiences, but the public deserve a lot better. I cannot accept that the only way to attract audiences is to just keep pumping out music with the presenter saying "That was...This is...Katie Price...Coming up next...Brought to you in association with...Lady Gaga's dress...More ways to win"
I am hoping with the embarrassing news that there were no UK finalists in this year's Radio Lions will be a wake up call. Not just for agencies, but the entire commercial radio industry.
John Calvert. Airforce.
Thursday, 23 June 2011
Thursday, 9 June 2011
Les Paul Guitars and Google
It won't be on for long, but Google have done a great thing with their logo to pay tribute to Les Paul guitars.
Check it out here.
Check it out here.
Sunday, 22 May 2011
Success for Airforce radio commercials at Vox 2011
For Vox 2011, productions created by Airforce were nominated in no less than 4 categories.
We're pleased to say 2 were won !
In 'Best Male Voiceover Performance', Guy Harris picked up the award for his performance in our radio commercial 'Mr Intoxico' produced for Dorset Police.
Guy was thrilled and we are thrilled for him too. Not only is he an all-round good egg, but he is hugely talented too.
And if that wasn't enough: In the 'Best Female Voiceover Performance', Laura Shavin picked up an award for her performance in our commercial 'The Message', produced for Lincoln Furniture Warehouse
Recognise Laura's name ? Listen to 'The Now Show' on BBC Radio 4 and you'll hear her regular contributions. A highly in-demand voice, Laura's tones regularly appear on our productions and it's terrific her talent has been recognised by industry professionals.
We are particularly pleased because this year, commercials by Airforce picked up more awards than anyone other entrant. In addition, Airforce commercials received more nominations than anyone else too !
You can hear Laura's ad here.
You can hear Guy's ad here.
If you're unfamiliar with 'Vox'...
It is a yearly gathering of voiceover professionals and producers from production companies and radio stations. Due to the 'down the line' technology that exists, many of us don't actually work with voices face to face in the studio. So Vox gives us the chance to put a face to the voice.
One of our favourite voices is Gina Mellotte. Gina's voice also featured in the 'Mr Intoxico' commercial. We've worked with her for ages, but Vox 2011 was the first time I actually met her in the flesh !
You will hear Gina's voice on many high-profile TV productions. ITV, BAFTA, Radio 2 and many more.
It was also a great opportunity to catch up with some people we haven't seen for an age. Many were discussing how the recession had effected their business. Many are doing well, some had seen revenues go down rapidly. Scary stuff. But it does teach me that marketing marketing marketing is the way to get new business. This year we're spending more on it than ever before.
A huge gathering of people who use their voices to earn a living is a deafening experience. But I am thankful to be working in an industry where everyone is an absolute delight.
There are some amazingly professional people out there, all willing to give their all to even the lower-budget work. All these people look like ordinary members of the public, but every day their voices and their productions guide us, inspire us and inform us in great creative ways. Amateurs are never cost-effective substitutes, they simply make your business sound...Amateurish ! Always employ professionals with a proven track record in their field. In the long run, it will be the best investment you'll ever make in your marketing.
Congratulations to everyone who won at Vox 2011. We're happy, but not contented. Next year, we'll enter more work and push you harder to vote for it all to win !
For award-winning radio commercials and radio advert production featuring award winning voices, call us now ! Click here to contact Airforce.
We're pleased to say 2 were won !
In 'Best Male Voiceover Performance', Guy Harris picked up the award for his performance in our radio commercial 'Mr Intoxico' produced for Dorset Police.
Guy was thrilled and we are thrilled for him too. Not only is he an all-round good egg, but he is hugely talented too.
And if that wasn't enough: In the 'Best Female Voiceover Performance', Laura Shavin picked up an award for her performance in our commercial 'The Message', produced for Lincoln Furniture Warehouse
Recognise Laura's name ? Listen to 'The Now Show' on BBC Radio 4 and you'll hear her regular contributions. A highly in-demand voice, Laura's tones regularly appear on our productions and it's terrific her talent has been recognised by industry professionals.
We are particularly pleased because this year, commercials by Airforce picked up more awards than anyone other entrant. In addition, Airforce commercials received more nominations than anyone else too !
You can hear Laura's ad here.
You can hear Guy's ad here.
If you're unfamiliar with 'Vox'...
It is a yearly gathering of voiceover professionals and producers from production companies and radio stations. Due to the 'down the line' technology that exists, many of us don't actually work with voices face to face in the studio. So Vox gives us the chance to put a face to the voice.
One of our favourite voices is Gina Mellotte. Gina's voice also featured in the 'Mr Intoxico' commercial. We've worked with her for ages, but Vox 2011 was the first time I actually met her in the flesh !
You will hear Gina's voice on many high-profile TV productions. ITV, BAFTA, Radio 2 and many more.
It was also a great opportunity to catch up with some people we haven't seen for an age. Many were discussing how the recession had effected their business. Many are doing well, some had seen revenues go down rapidly. Scary stuff. But it does teach me that marketing marketing marketing is the way to get new business. This year we're spending more on it than ever before.
A huge gathering of people who use their voices to earn a living is a deafening experience. But I am thankful to be working in an industry where everyone is an absolute delight.
There are some amazingly professional people out there, all willing to give their all to even the lower-budget work. All these people look like ordinary members of the public, but every day their voices and their productions guide us, inspire us and inform us in great creative ways. Amateurs are never cost-effective substitutes, they simply make your business sound...Amateurish ! Always employ professionals with a proven track record in their field. In the long run, it will be the best investment you'll ever make in your marketing.
Congratulations to everyone who won at Vox 2011. We're happy, but not contented. Next year, we'll enter more work and push you harder to vote for it all to win !
For award-winning radio commercials and radio advert production featuring award winning voices, call us now ! Click here to contact Airforce.
Sunday, 24 April 2011
Airforce is in the finals of the Vox Awards
The finalists have been announced for the 2011 Vox Awards and we're delighted to see that productions by Airforce feature in 4 of the 7 main categories.
'Cabinet' in the 'Best Retail' category, produced for Lincoln Furniture Warehouse.
'The Dream' in the 'Best Services' category, produced for Tanbridge House School.
'Mr Intoxixo' featuring Guy Harris in the 'Best Male Voiceover performance' category, produced for Dorset Police.
'The Message' featuring Laura Shavin in the 'Best Female Voiceover performance' category, produced for Lincoln Furniture Warehouse.
We're naturally delighted to have so many commercials featured in the finals. The winners will be decided by votes so we need
your help !
To hear all the finalist commercials and cast your vote, visit the Vox Awards website here and follow the instructions.
You have until May 19th to vote, so vote NOW !
Many thanks.
JOHN CALVERT
www.airforce.co.uk
'Cabinet' in the 'Best Retail' category, produced for Lincoln Furniture Warehouse.
'The Dream' in the 'Best Services' category, produced for Tanbridge House School.
'Mr Intoxixo' featuring Guy Harris in the 'Best Male Voiceover performance' category, produced for Dorset Police.
'The Message' featuring Laura Shavin in the 'Best Female Voiceover performance' category, produced for Lincoln Furniture Warehouse.
We're naturally delighted to have so many commercials featured in the finals. The winners will be decided by votes so we need
your help !
To hear all the finalist commercials and cast your vote, visit the Vox Awards website here and follow the instructions.
You have until May 19th to vote, so vote NOW !
Many thanks.
JOHN CALVERT
www.airforce.co.uk
Monday, 18 April 2011
How Powerful are Your Words ?
I am grateful to my Facebook friend Clive Dickens for posting this wonderful short film.
Whatever kind of advertising medium you favour, this film reminds us that that it is always possible to add powerful meaning to even the most ordinary of propositions.
That doesn't mean you need to spend squillions on your advertising campaign. For local and regional radio advertisers, all it takes is a little bit of extra thought.
...Which for some reason, only a small amount of local and regional radio advertisers tend to do !
Let it be known that constantly spending your advertising money on telling listeners you've cut your prices is flawed strategy. In this day an age, it is essential that radio advertisers invest in attracting new believers. And to do that, you have to 'frame' your proposition in a completely different way to your competitors. The film Clive posted is a perfect example of that.
Come on. Challenge Airforce to take your proposition and present it from a completely different angle.
You can listen to examples of our radio commercials, radio adverts & jingles here.
John Calvert
Whatever kind of advertising medium you favour, this film reminds us that that it is always possible to add powerful meaning to even the most ordinary of propositions.
That doesn't mean you need to spend squillions on your advertising campaign. For local and regional radio advertisers, all it takes is a little bit of extra thought.
...Which for some reason, only a small amount of local and regional radio advertisers tend to do !
Let it be known that constantly spending your advertising money on telling listeners you've cut your prices is flawed strategy. In this day an age, it is essential that radio advertisers invest in attracting new believers. And to do that, you have to 'frame' your proposition in a completely different way to your competitors. The film Clive posted is a perfect example of that.
Come on. Challenge Airforce to take your proposition and present it from a completely different angle.
You can listen to examples of our radio commercials, radio adverts & jingles here.
John Calvert
Monday, 28 March 2011
Can Wills and Kate endorse your product ?
A lot of advertisers will be wanting to jump on the Royal Wedding bandwagon.
But what can or can't you get away with in your radio advert ?
An agency client forwarded us a note from Global Radio which we thought you may find useful.
The recent announcement from Clarence House that Prince William and Kate Middleton are to marry next year poses many questions: will there be a national holiday? Who will design the dress? Is hat-wearing going to be mandatory across the British Isles? And most importantly as far as advertisers are concerned: can we refer to this happy event in our advertising?
Broadly speaking, advertising should not claim or imply that a particular product is endorsed by the Royal Family or imply that a product is affiliated to royal events when it is not. This is line with the general provisions on misleading advertising and the fact that the CAP Code urges marketers to obtain written permission before implying any personal approval of the advertised product and reminds marketers that those who do not want to be associated with the product could have a legal claim (rule 6.1).
Specifically, members of the Royal Family should not normally be shown or mentioned in a marketing communication without their prior permission (rule 6.2) and the Royal Arms or Emblems must not be used without prior permission from the Lord Chamberlain’s office. References to a Royal Warrant should be checked with the Royal Warrant Holders’ Association (rule 3.52). For information regarding the sale of souvenir products please see the guidance issued by Clarence House.
The ASA has in the past upheld complaints about advertising that implied Royal Endorsement. However, the Code states that an incidental references unconnected with the advertised product, or references to material such as a book, article or film about a member of the Royal Family, may be acceptable.
We would expect that advertising products with references to the Royal Wedding which do not feature the prospective bride and groom such as 'invite everyone round to watch the wedding and enjoy X', are likely to be acceptable in the same way as marketing referencing sporting events would be.
Get your radio commercials made in advance of the royal wedding. Contact Airforce now on 01249 821679. Initial script ideas are free.
But what can or can't you get away with in your radio advert ?
An agency client forwarded us a note from Global Radio which we thought you may find useful.
The recent announcement from Clarence House that Prince William and Kate Middleton are to marry next year poses many questions: will there be a national holiday? Who will design the dress? Is hat-wearing going to be mandatory across the British Isles? And most importantly as far as advertisers are concerned: can we refer to this happy event in our advertising?
Broadly speaking, advertising should not claim or imply that a particular product is endorsed by the Royal Family or imply that a product is affiliated to royal events when it is not. This is line with the general provisions on misleading advertising and the fact that the CAP Code urges marketers to obtain written permission before implying any personal approval of the advertised product and reminds marketers that those who do not want to be associated with the product could have a legal claim (rule 6.1).
Specifically, members of the Royal Family should not normally be shown or mentioned in a marketing communication without their prior permission (rule 6.2) and the Royal Arms or Emblems must not be used without prior permission from the Lord Chamberlain’s office. References to a Royal Warrant should be checked with the Royal Warrant Holders’ Association (rule 3.52). For information regarding the sale of souvenir products please see the guidance issued by Clarence House.
The ASA has in the past upheld complaints about advertising that implied Royal Endorsement. However, the Code states that an incidental references unconnected with the advertised product, or references to material such as a book, article or film about a member of the Royal Family, may be acceptable.
We would expect that advertising products with references to the Royal Wedding which do not feature the prospective bride and groom such as 'invite everyone round to watch the wedding and enjoy X', are likely to be acceptable in the same way as marketing referencing sporting events would be.
Get your radio commercials made in advance of the royal wedding. Contact Airforce now on 01249 821679. Initial script ideas are free.
Monday, 21 February 2011
When scheduling of your radio advert fails....
If you're paying good money for your radio commercial to be broadcast, make sure the next commercial in the break doesn't ruin things for you.
Listen here
John Calvert
Listen here
John Calvert
Subscribe to:
Posts (Atom)