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Complete Direct Response Radio campaigns for 20 recent clients, as well as a handful of :60s & :30s from the back of the rack. |
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I opened Dice.com's 18-month, 22-market, 5-network campaign with straight VO spots then switched to Real People interviews at just the right time. Here are four intro VO spots followed by a few of the 40+ testimonials that propelled Dice from $14 to $40MM in revenues. Details.
WMA format "It looks like you put 128,000 extra IT pros into jobs. I think that earned recruiters about a billion in commissions."
Jeff Dickey-Chasins
Two :60s for True West's LV Ranch Estates just outside Prescott, AZ drove hundreds of Arizonans and tax-weary San Diegoans to a magnificent website. Dozens found their way to the property. Then Fannie Mae decided that land is not real estate. When Peter Gooding finds new financing, we may be back on the air.
Since Isaac Newton, kids have learned their times tables by rote. That's why 70% of kids don't learn them very well, fair poorly on Standardized Tests, and struggle through division, algebra, trig.... Then Turner Education came up with a multisensory way to learn these critical Facts. In 2009, after selling the Classroom Kit to school systems nationwide, we debuted the Home Version. On a related subject, Dr. Jerry Blum's USA Reading Clinic in NY/CT doesn't even have a logo. But now he has a radio campaign. The first spot demos Jerry's concept. The second adds some parental gush. Debuted QII 10 on WABC-AM & WCBS-AM in NYC.
This opening salvo for a small chain about to take on GNC raises the Brand Flag, then waves it for one new in-house product. Core testimonials delivered in two ways: surrounded by music, sfx, VOs, etc. and more or less bare. You pick 'em.
The Magnificent Seven Percent
The first SSS in-house brand was a fat-burner. We tried a click-to version for Afluxx in Chicago and a retail version for V-Lean in St. Louis.
Natrient's all-natural alternative to Viagra, Cialis, Levitra et al uses the Seagull Strategy to attract men who agree that, "...it's not fair men should experience pain to give their mates pleasure." (Original cuts.)
When a $1.2 Billion manufacturer launches its first ever consumer radio campaign since 1875, the approved copy tends to be Sober, Corporate, and in this case - Wet.
Detroit is the center of the Real Estate bust, and the eye of the Foreclosure Storm sweeping the country. What better place to launch a brand that counsels people to plan for the worst, and reads them their rights?
The Entrepreneur Authority of Pittsburgh matches up 120 national franchises with prospective owner-operators and investors. Red Chip Research ran a Small Cap Investors Conference at the Hilton in New York in mid-August and needed 400 guests. We ran :60 interviews with CEOs who'd be presenting their stocks at the Conference on WCBS-AM for three weeks. About 1,600 people showed up. Home page hits doubled, too.
At BeHeardToday.com you write a letter to your Congressman. The site prints and delivers it by mail to as many Congressmen, Senators, Governors, etc. as you select, for about a dime each. A natural for Political Talk Radio!
Pundits judge pols on their words; voters on their delivery.
Democrat Alan Grayson was pretty good at both.
It took him two shots, but Alan is now the US Congressman from District 8.
(As a Republican, I take zero responsibility for what he did in office!) |
Thousands of people with stinky, scratchy, shedding dogs spend thousands of dollars on vet bills - until they hear about Dinovite. This pay-as-you-go, click-to DR Radio campaign increased weekly revenues from $5K to $180K in 19 months. Details. Year I - Jan 06
MP3 format Year II
Stinky II :60 Year III
Stinky III :60 Year IV
50 Very Sad Dogs Year V
Stinky V :60 On a lighter note...Maddie Cowan's First Adventure:
#1 - The She Zoo :60
National Dynamics had run the same network :30 for nine years, averaging 2,000 calls a week and 22% conversion. After several attempts to Beat The Control, I ran an informal Brand Resistance Survey among the TMs. That led to this rather famous demo campaign:
"Well, we got 5,000 calls the first week, and conversion is up to 28%. What the hell did you do?"
There are at least eight firms promoting Credit Card Debt Relief on the air. Same product. Same urgent announcer copy. To beat CA's Control, I tried two approaches. Instant Relief from bank-inflicted Pain and The Fastest Way to Get Back to spending other people's money. Guess which worked better?
Need roofing, siding, or a new AC? Why stumble through the Yellow Pages?
1800QUALITY.com will get you fast reliable bids from
local contractors.
...and to pay for all that 1800Quality, you may need some emergency cash. This click-to 1-800 campaign inserts a reminder fusillade into a slate of one-on-ones.
The Whitney Education Group uses late night TV infomercials to promote free seminars on real estate investment. Real People Radio delivered hundreds of extra attendees. First we get phone and click-to reservations... ...then we remind you to Show Up! These Show Up spots for Whitney's Cash Flow Generator brand ran only during game week. I cut them from infomercial testimonial clips and in-studio recordings of the Rice Brothers themselves.
“After our first week on
The Radio Show, 85 extra people walked into the Miami seminars without even
calling the 800 number to register. That never happened before - in 10 years
of infomercials.”
How can a tiny 2-person law firm compete with the likes of Morgan & Morgan (Florida's largest advertiser)?
If you want a Big National Agency sound and have the budget, we can hire the finest jingle, performance and production talent in NYC or LA. Or duplicate the sound here in Orlando for a fraction of the price.
Choose Your Partners Well |
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PETER A. BURKHARD (407) 895-3092) peter@burkhardworks.com |
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