Finding a way to brand your radio

In times of economic crisis, it’s a struggle to find money for media and advertising. When you make ads you need to focus more on the content of those ads than the quantity of them.

One mistake that a lot of radio stations make is to advertise about famous musicians and celebrities, basically content that is not about their listeners. In these ads one thing is missing. That is your audience. Ralph Van Dijk (Founder and Creative director, Australia) showed us at Radiodays a fine example of how it's supposed to be done. Genius Apple Music TV spot for the Beats1 radio station really grabbed our attention. If you haven't seen it yet, then you definitely should!

 

“Make ads look global and sexy”, said Ralph during his presentation – it’s how to make our medium large. Make your customer think in different ways about your product. Don't forget that only radio can be spontaneous, relevant, live, authentic and engaging. Focus on where the radio needs to be, not where is it now and positioning it as an essential part of the marketing mix.