Have you heard us lately?
Using MRN audio adds sizzle to your pitch
I recently read an article from Radio Ink called The Power of Audio: Actual Vs. Perceived, maybe you saw it.
In it, Vice President of Sales for Beasley Broadcasting, Bob McCurdy, lists almost a dozen different examples on how sound impacts our mood and our tastes, triggers brand awareness, and influences buying decisions. They are great examples of the power of sound within the human experience. I won’t rehash everything he said, but if you didn’t read it you can find it by clicking on the link above.
All of his examples prove that radio paints pictures in the listener’s mind and imprints emotions to memory better than any other medium. Beyond pure memorization (which we also try to accomplish though ad repetition,) memories are attached to emotions. Think about your strongest memories. Attending your first concert of your favorite band, the first time you heard yourself on the air, or the roar of the crowd after you hit a game winning home run in little league. Those memories are tied to the emotions the moment evoked.
Radio’s “theatre of the mind” quality sets the stage to evoke emotion more powerfully than other media because nothing is more powerful than your imagination.
It’s one of the reasons spec spots sell. Buying decisions are based on emotions. It’s much harder for a client to say no when they’ve just “heard their name in lights” within a well-produced spec commercial than when just faced with a sterile PowerPoint presentation or a one sheet package. Where’s the sizzle? Where’s the emotion for the pitch?
What if you placed their spec spot inside a short and exciting call by our talented announcers, just as it might sound on-air if they bought your NASCAR package?
You’d accomplish two things:
1) Give them a taste of what NASCAR on the radio sounds like. When pitching a new client, you can’t assume they’ve ever heard one of our broadcasts before.
2) The surprise when they hear the spec commercial you produced for them when they didn’t expect one.
I can see the smile on their face now. And I can’t remember a spec commercial that the advertiser didn’t want me to play a second time for them and then for their spouse or one of their employees passing by their office.
If people buy with emotion, then let’s give it to them in our NASCAR pitches with some exciting MRN audio and your vision of what their commercial should sound like.
Happy selling!
Bob Quick - Manager, Radio Partnerships - Sales
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