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Dinovite A happy customer is a better spokesperson than a Throaty Announcer. Thirty happy customers are even better! Here are 5 of 50 examples: PEER A technically complex Thing must often be explained simply to wary prospects and potential third party endorsers. Vinoprin The first commercial for a new brand should explain what It is. Then tell people why they want it. United Tax Group The ideal test campaign for a new advertiser in a
cluttered category. SutraMax A small brand should always try to solve the problem created by
its larger competitors.
End-End Benefits DR Radio usually promises instant relief from some sort of Emotional Pain. Sometimes, though, you should sell The Dream. Beat The Control When your Control Copy finally burns out, run a Free Brand Resistance Survey then defuse the main "Yeah, but..." that prevents prospects from picking up the phone. |
How Does Radio
First, your creative must break through the Daily Drone of Urgent Announcer copy. Beat everybody. Second, you should buy just enough media to persuade Steam Heat shoppers to do something useful: call, click, show up, or pick up Your Thing on Aisle 5. Buy broad and thin on stations that deliver your Target Audience. This site details my turnkey Method: Sound Communications Strategy. Stingy Buys & Brief Flights on the stations & networks that deliver your best Target Demo. Meticulous Results Tracking. The Method derives from my experience on nearly 300 Direct Response, Retail and Brand Image assignments. Nobody else gives you more clout. Option A. Listen to my recent work, left, or on my Top 20 Page. Spend three minutes reviewing simple Strategy, Tactics, and Results. Check my bona fides. Open & Print the new articles to the right. There are a score more on the Advanced Concepts page. You didn't get any of this in B-School! Send for my Free Excel Workbook - Strategy & Planning for ROI in Radio Advertising. In 20 minutes to an hour you'll write a solid Brand Promise, set a budget, and schedule a 10-Day Test. Without a budget and a deadline there is no reality. Only wishful thinking. Option
Call me, Peter Burkhard. (407) 895-3092. Do I sound like someone you'd care to do business with? You can pick my brain for ten minutes. Then I'll pick yours. That's how Burkhard Works. (407) 895-3092.
Much Planning: Victory. |
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© 2011 PETER A. BURKHARD (407) 895-3092) peter@burkhardworks.com |
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