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Radio is just the job for recruitment advertising

14 Mar

We’ve noticed that the job sector appears to be picking up with more calls than usual from agencies wanting radio plans for recruitment campaigns. So we thought we’d share some interesting research carried out by from the Chartered Institute of Personnel and Development (CIPD)

In their “Employment Outlook” report published in Summer 2012 they state that at any one time 20% of us are looking for a new job with a different employer.

Many of those active job-seekers are using a range of methods to search for their new role and can be easily targeted. But what about the 80% who aren’t actively looking for new job? How can you reach them?

The answer is simple of course – Radio.

  • Radio is an interruptive medium that’s hard to avoid.
  • Radio is persuasive and can get listeners to consider a new job (even if they’re not actively searching for one).
  • Radio’s creativity can inspire them to respond.

Radio is THE best medium for recruitment.

If you have clients planning a recruitment campaign, brief Radio Experts and we’ll pinpoint a solution to reach the right people and develop some amazing creative ideas to generate a response.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert

Cornwall goes part Global part local

1 May

Lines are being drawn in the sand over Global’s acquisition of Atlantic FM and its re-branding to the national Heart fascia on the 7th May. The MD of their still independent local rival Pirate FM MD had this to say:

“The fact that Heart will desert the county and broadcast programmes from Exeter and London,irrespective of the fact that it claims to be a local station, has raised a lot of concerns amongst listeners, local organisations and advertisers.

We do not intend to follow suit. We are based in Cornwall and proud to be so.

We employ dozens of local people, ensure that we invest in the local community and broadcast our programmes locally.

I wanted to reassure everyone in Cornwall that Pirate FM is their local station and is here to stay.

We have no plans to turn our back on the county and move our broadcasting operation to Exeter or London.”

Strong words indeed. And so, it seems the bipartisan battle is on for what could be an increasingly polarised audience.

It’s Giant Haystacks Local station in one corner versus Big Daddy National in the other. Ding Ding!

The re-brand will help to bring Cornwall in line with the rest of the country in terms of the Heart roll-out, which will give more national advertisers easier access to the Cornish advertising space.

Pirate FM’s localness plus its independent and Cornish programming will further cement its position within the local marketplace and its relationship with local advertisers and the Cornish audience as a whole.

As a national advertiser, there will be times when you want the ease and brand fit of national solutions – and there will be times when you want the added dialogue and dialect of communicating locally.

Ultimately, a market thrives on having both options available. So in some ways, Heart Cornwall gives the marketplace something it didn’t really have before.

A shame to see Atlantic go though – and only time will tell if the people of Cornwall truly embrace the Heart brand.

So where should your radio pounds go in Cornwall?  Well it depends on how you take your butter, jam and cream with your scones so to speak…..but our team will delve beneath the surface and make sure we give you the right option every time.  For more advice on radio advertising, and an insight into how you radio budget can be most efficiently spent in the local and national marketplaces call us now or email.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert

London’s Digital Radio Boost

24 Apr

OK, pub quiz:

What do Ed Vazey, Minister for Culture, Communications and Creative Industries,
Dame Kelly Homes – super golden runner quick person
and broadcaster funny man football nut Colin Murray all have in common?

Answer: They were all to be found up the BT Tower earlier today switching on a boosted digital radio signal within the M25 zone of Greater London. According to industry figures this will mean 99% of the London road network within the M25 will have DAB coverage ready for this summer’s Olympic Games.

And as Ed, Kelly and Colin flicked the switch – we know they will have peered across admiringly at our nearby Kings Cross rooftop to see the Radio Experts also doing their bit to boost Digital Radio.

Radio Experts are at the forefront of all things analogue, On Demand and Digital (DAB). So a boosted signal just adds a bit more oomph to the solutions we put in front of our clients every day.

For more information on advertising on any of the digital radio platforms or indeed the vast number of radio on demand platforms out there call us or email us now. If we don’t answer, its because we’re all on the roof dancing and waving at all the celebs in the BT Tower…

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert

The Spotify Play Button

11 Apr

Spotify today announces the release of its ‘Play’ button for website owners. Named the Spotify Play button this a widget for website developers to use across their sites to enable people to listen to music directly from their site (with the help of a Spotify account).

Adding this Spotify widget will have a dual effect at least initially, driving new registrations to Spotify but also opening up a new arena of how music resources is referenced online. For example, if a journalist is discussing a track in a review – he/she can provide the Spotify widget link to the track right there. Likewise, if we at Radio Experts are giving customers a sense of what track might be a good style guide for some radio creative concepts we can display this for them via a Spotify widget on a public page. One of the most interesting aspects here is how ‘easy access’ to the right tracks will drive newsworthiness and make musical comment a lower hanging option for the content hungry news marketplace

No wonder Spotify have already announced that blogging platform tumblr, The Guardian, Time Out Group, The Huffington Post, The Independent, NME, Rolling Stone and MSN UK are partnering up with them.

Watching the music industry’s digital reinvention has been fascinating so far…this promises to be yet another page turning chapter. We make sure our advertisers are well versed in what Spotify and other Radio On Demand platforms can do for them and their click through ratios – these changes open up more and more possibilities for us to recommend skilful  audio placement to the marketplace.

To find out more about Radio On Demand and how we can help your Spotify advertising call us on 0207 841 8744 or drop us an email. Find out more at UKRadioExperts

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert

Car drivers get ‘appier with radio…

22 Mar

So apps in cars are not anything new, ever since the release of the iphone and the in-car handsfree kit, it has been clear that the car dashboard is crying out for a set of car related apps. This year sees the US launch of the first car with internet connected apps as standard. OK so it’ll be a while until we can all afford a Lexus GS Sport Saloon, but these innovations will eventually filter down into all cars.

What’s important about this car is that it has access to Pandora Radio direct from the car’s dashboard (something which could have been done since 2010 with a good Pioneer stereo and an iPhone but never directly from the car’s entertainment system).

Radio On Demand listening and the idea that audio doesn’t have to come from a traditional radio broadcast is increasingly changing the way in which people listen to radio/broadcast audio/podcasts/music/talkshows. But the important thing is they’re still listening…

Plus with the power of internet connected devices and web signup (required for services such as Pandora/Spotify/Absolute In Stream, We7 etc) there’s audience data galore. And audience data means lots of juicy pinpoint targeting opportunities for advertisers. So….yes…..that means if a certain astrologically named chocolate bar brand (starts with m and rhymes with cars), wants to target men aged 20-40 who are driving in their white vans listening to their favourite Shanks and Bigfoot track.……we can connect the advertiser to the vehicle to the driver and everybody gets their sweet as chocolate moment.

The Radio Experts’ On Demand service is here to guide you through the maze of an exciting and changing audio advertising marketplace. you can follow us on twitter @ukradioexperts to find out more, or drop us an email even call on 0207 841 8744.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert

Donny Osmond joins Smooth Radio from across the pond…

21 Mar

All the middle-aged women scream at once…..singing sensation and dancing with the stars ‘star’ Donny Osmond returns to UK radio, with his four hour lifestyle show every Sunday evening broadcast from his Las Vegas studio onto the Smooth Radio Network.

Donny Osmond has delved into UK radio before with a syndicated version of his show airing on UK stations such as the The Breeze in the South and The Revolution in Manchester. But his Smooth move is a definite step up for the little man with the big voice from Utah. Osmond’s dulcet tones will be filling the airwaves from April the 8th.

So if you’re ever lonesome tonight (on a Sunday night specifically). Donny Osmond will be there to hit you with some of that sweet smooth puppy love.

If you want to know more about the changes happening daily across the radio industry stay tuned to @UKRadioExperts on twitter or drop by/email us for a chat.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert

Upcoming Birthdays: RadioPlayer – March 31st! We wish you many Wi-Fi returns…

15 Mar

The 31st March marks the one year anniversary of the brilliant RadioPlayer, the non-for-profit industry online radio player part funded by the BBC and commercial radio industry. Boasting some impressive first year listening figures (7 million visitors and counting…).

With news that they are developing mobile apps in time for the summer and the announcement yesterday that Virgin Media will be providing free wi-fi on the London Underground. Also combine this with the world’s media descending on the capital all using London underground during the summer’s Olympic games, festooned with the latest smart phones from around the world, paves the way for a very strong summer for commercial radio and RadioPlayer/digital listening.

At Radio Experts we don’t really need a second invitation to listen to radio but the chance to sit and listen whilst we watch the world go by on Kings Cross, Victoria Line platform 3, might come in handy once or twice during the Olympic Crush!

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert

Mr Blue Sky: Barack Obama on Spotify

10 Feb

Barack Obama has created a 2012 campaign playlist on Spotify, including, according to information on Spotify some of his favourite tracks.

The playlist which was released yesterday in America already has a large number of followers, with an eclectic mix of music ranging from Mr Blue Sky by ELO to We Used to Wait by Arcade Fire to Roll with the Changes by REO Speedwagon. See the playlist here (if you have Spotify).

Could Spotify’s release in America now really gather a strong foothold with acclaim from the President’s Office…

This shows not only the power of Spotify but its social reach due to direct integration with Facebook . With playlists such as Harry Redknapp for England Captain? flying round twitter today.

For advice on how Spotify could form part of your audio advertising or how it can geographically support a radio advertising campaign get in touch here

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert

Radio Advertising – Be memorable for the right reasons

3 Feb

OK…..everyone remembers the poor guy that misses the crucial penalty in the shoot out. Chris Waddle, Stuart Pearce, Gareth Southgate, David Batty…..oh the list goes on.
Everyone remembers missed penalties,

And in the same way, everyone remembers bad adverts.

But you don’t hear Chris Waddle crowing about how wonderful it is that he missed his penalty!!

So why do some advertisers seem to be proud of producing intentionally annoying and bad adverts??

Memorable Doesn’t equal Annoying

There’s a lot to be said for radio advertising scripts and adverts that are distinctive and catchy. But being annoying is like taking your brand and lighting a match to it.

With brilliant radio advertising creative – you can be memorable and catchy and charming and gorgeous and attractive……without annoying anyone (apart from your competitors)

Memorable catchy Sung Jingles are making a comeback – the RAB themselves have been using this approach within their sophisticated ‘Britain Loves Radio’ campaign

Sonic Identities – have been little understood for decades but are now becoming an everyday currency in our work and daily conversations with new generation Marketing professionals.

Consistent Ad Characters can generate rapport for your brand – not just notability through annoyance

Then there’s Strap Lines that can charm, Offers that can stand out, Humour that can make us giggle hours later, Famous Music that takes us back, Imaginative creative that just blows us away.

There are so many ways to make radio advertising great.

Which is why at Radio Experts we build all of our client’s radio creative campaigns from the ground upwards. Understand the brief, understand the target, understand the brand. Place the ball on the spot and smack it into the top corner.

Anything else is just annoying.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency. tim.cowland@radioexperts.co.uk. @timcradioexpert

Absolute Radio on demand – is in demand

30 Jan

We are intently watching how Absolute Radio are developing their radio products and strangely these are starting to follow a model more similar to Spotify and radio on demand services than radio…

Absolute are imminently going to be offering in stream audio adverts thanks to a partnership with an innovative European Ad measurement and distribution service.

What this service will do is enable Absolute to utilise the razor sharp targeting technologies that Spotify uses within its advertising provision. This means that the advertiser can access a location based targeting mix with the usual gender and demographic audience manipulation (but on a much more accurate scale). Initially this will be for listeners using the Absolute radio app and also listeners who sign up to listen to Absolute’s high quality audio streaming.

All very clever!

It seems that Absolute are reversing the model where Spotify mimics the workings of radio, and Absolute Radio is starting to mimic some of the workings of Spotify and the other Radio On Demand services like Pandora, We7 etc.

For more insights on the radio industry, and the exciting world of in stream audio ads and or if you just fancy a chat please give us a call or email.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency.  tim.cowland@radioexperts.co.uk. @timcradioexpert