by Tracy Johnson
It’s so exciting to hear radio promos that resonate with the audience. The right promo at the right time can enhance a brand, inspire an audience to take action and add to the station’s entertainment value.
How do great promos come together? It takes time and attention. And a little creativity doesn’t hurt, either, because no matter how good he production value, promos are still basically commercials.
Knowing how to write an informative promo is pretty easy. But truly great promos deliver a message with personality and unique style.
Here’s a good way to get started on a path to better promos. No matter how long or short, each message should do at least one of these three things:
Listen to promos on your station today, including all the imaging separators and liners. Then evaluate them on this criteria:
Every element on the station is an opportunity to promote, position and entertain your audience. This is particularly important for stations that rely on a music library (Classic Hits, Classic Rock, etc.) to sustain their existence.
But it’s just as much an opportunity for any format wishing to tighten the relationship between the brand and audience. Don’t waste an opportunity to enhance those brand values.
Here are some great examples of promos that tell stories about the music, artists and brand, courtesy of CHOM-FM in Montreal:
The station has a series of promos that further cement their history while telling a story about artists. Here’s another example with Green Day:
When you add it all up, radio stations invest a lot of time to promote their own brand values every single day.
Here’s an interesting project: Calculate how much you “spend” on promos in a day. Find out how much an advertiser pays to reach your audience. You invest thousands-probably tens of thousands-of dollars per day.
So shouldn’t you spend that money wisely, by putting more attention on the message?
Every promo has value, but even more importantly, it makes a statement about your personality, show, station and brand. Start investing time each day in crafting those commercials.
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