“Radio’s challenge is to stay visible while marketing budgets shrink,” said Wade Kingsley, Founder, The Creative Coach at Radio Days Europe 25.
“Marketing for your radio station needs to be focused and effective: whether it’s TV spots, social media, or even promotional items.”
In this session, Wade Kingsley, The Creative Coach – shared some fascinating radio station marketing promotions with the international audio consultant Francis Currie, a successful radio programmer, and Creative Director at McCann, Eleftheria Petropoulou, an award-winning creative.
They judged hits – and the misses – plus shared insights into how to grow your audience.
1 . Triple M Australia (Giraffe listener)
Verdict: Miss
Francis: Weird senario, there’s a logo but no call to action, funny but generic, rock song is a link to the identity of the station
Eleftheria: Well known song, old style that needs updating
2. Triple M Australia (Slash from Guns ‘N Roses)
Verdict: Hit
Wade: This song has been the Triple M jingle for 30 years
Francis: Authentic and connected, Slash from Guns N’ Roses is committed to this Rock station.
3. 95.8 Capital FM London (Londoner)
Verdict: Hit
Eleftheria: Entertaining, Well known broadcaster, nice atmosphere
Wade: High production values shows money was spent on the promotion.
Francis: Work of art, says fun and London clearly, says culture.
4. Radio Kiss 98FM Prague (Bench seat)
Verdict: Miss
Francis: Scruffy seat, listeners want money so would catch their attention
Eleftheria: Money can be given away and this can be communicated better.
Wade: Could be better even with a limited budget.
5. 4BC Brisbane (Breakfast) and nova Brisbane
Verdict: Miss
Francis: Standard picture typography
Eleftheria: Reminds of the show Dynasty or a political campaign
Wade: Needs to look like a radio show
6.Virgin Radio 105.8FM London (Lost in the moment)
Verdict: Hit and Miss
Wade: Hit
Eleftheria: Miss, Gender question with the woman cleaning, the second ok, the third is better as there’s a twist or surprise.
Francis: Good energy, good fun, the third resonates with an inner truth (playing the air guitar), good choice of music
7. 98.1CHFI Toronto (Chef)
Verdict: Hit
Wade: Consumer truth, I recognised myself in that moment
Eleftheria: Same idea as previous, better production values, feels good, nice sound
Francis: Simple, elegant, sense of mood of the show.
8. 98.1CHFI Toronto (Dancing)
Verdict: Miss
Wade: Manufactured, not reliable
Eleftheria: Can’t find these people, poor production values
Francis: These are clients, the morning show presenters are integrated
9. Classic FM UK (Handel)
Verdict: Hit
Francis: Global are experts at outdoor, uncluttered, suggests listening, shows the station.
Eleftheria: Good pun
Wade: simple, brilliant, reflects the attitude of the station, classical music feels accessible
10. Capital UK (Breakfast Chat)
Verdict: Hit and Miss
Wade: Do I want to join another chat group? I don’t!
Eleftheria: No creativity, is informative, clear but needs to be interesting.
Francis: clear, targets market, use of social media, call to action, capital brand, now you get it, on mention of music
11. Magic Radio 105.4FM UK
Verdict: Hit and Miss
Wade: It’s terrible
Elefteria: I like the song, “I believe I can fly”, you don’t expect what will happen, a big surprise.
Francis: What does this have to do with my radio station? The station’s not for my dog.
12. Virgin Radio UK
Verdict: Hit and Miss
Francis: Chris Evans and Graham Norton were new to Virgin Radio after years on the BBC. This campaign tells people where they are now. Good production, locating them both in bed in the morning links to the time they’re on the radio.
Wade: Hit
Elefteria: Miss
13. smooth fm 95.3 Sydney
Verdict: Hit for Michael Buble, Miss for Robbie Williams
Francis: Sense of humour, surprise palming off of Michael, about the listener
Wade: The second one is 10 years later and is all the show host so falls flat.