Wednesday, July 16, 2014

In a previous Radio Sales Today from the RAB, veteran radio consultant Jeffrey Hedquist, founder and president of Hedquist Productions Inc. asks, "Where is the camera in your radio commercials?"

The following is a re-print from that Daily Sales Tip and reminds us how important creative is in the process of an effective campaign!

Where is the Camera in Your Radio Commercial?

Since your audience views radio in their mind's eye, ask yourself, "Where is the camera? What will be the audience's point-of-view?" In a conversation between two people in a car, is the camera to their left or right? On the dashboard facing them? Between them, looking over their shoulders? In the back seat, listening from the passengers' perspectives? Put your microphone where the camera would be, or mix the elements so that the listener is in that place.

In addition to your script, you could draw a stage diagram, showing the blocking of the actors and sound effects: "The door opens on the right, footsteps are panned from right to center, someone speaks then moves left, and their voice and footsteps move along with them. At the same time someone else is moving toward or away from the microphone (camera)." Produce it in stereo for that rich, full-bodied flavor!

Radio is a visual medium. With the right planning, your commercial will be rich with audio (visual) interest and the audience will be intrigued, tantalized, and may even stay for the full 30 or 60 seconds!

Source: Veteran radio consultant Jeffrey Hedquist, founder and president of Hedquist Productions Inc.