THE FIVE SECOND STUDIO SPONSORSHIP BILLBOARD:

Added value is often the pretty red bow that makes the package more appealing. It can often be the difference between a signed contract and no deal.

            These bonus spots often include studio sponsorships. They were vital to closing the deal. Yet, there’s not a lot of thought going into in to what to say beyond The WXXX studios are powered by Acme Bug Trumpets.

            One of the very basic and timeless paradigms of marketing any brand is showing usage. Usage is there for the listener to determine if adopting the brand improves their quality of life. The five second billboard can’t position or give call to action inviting the target to try the brand. It wasn’t designed for that. It’s just a short little billboard on an Autobahn of audio. There’s no expectation that the billboard is a stand-alone campaign. Therefore, no one is gauging its effectiveness –or should be. If it has any redeeming marketing value, its sole purpose is just brand awareness or brand reinforcement.

            But that doesn’t mean is has to be boring.

            So, what do you do with them?

            Since the five second sponsorship is part of a package, and is intended to give the client something special, give them just that –something special.

            With Stiver’s Ford, I came up with the idea of trying to tie them to the listener lifestyle of one of our stations–New Country 104-7 WZZK.

            104-7 WZZK has NEW COUNTRY. Stiver’s Ford has NEW F-150’s.

            New Country 104-7 WZZK invites you to kick the dust up with a new Stiver’s Ford Mustang.

            By doing this, we’ve given the client additional brand reinforcement and attached them to the strength of the listener’s love of trucks. The other, we tied to one of our most popular songs.

            Most recently, our classic rock station signed a large annual contract with a local plumbing company, Mr. Drippy Plumbing. Had a studio sponsorship been included with their contract, this is what I would have done.

            106-9 The Eagle’s really long “go-to-the-bathroom songs” are powered by Mr. Drippy Plumbing.

            It plays off something listeners still joke about –there’s Freebird again. The disc jockey must be in the bathroom. Long song, bathroom, plumbing; we’ve tied the client’s brand to the listeners perceptions of long songs in a somewhat humorous and entertaining way.

            And it didn’t bore the listener.

            Added value is important to attaining revenue. If it was the pretty red bow on the package during presentation, it should be the same thing when it hits the air.  

            Next week, we’ll delve into the science involved with creating effective messages.

            If you need help with this –or any other ideas, I’m always here for you.

            Sincerely,

            Mike –The Reel Architect.