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1-4 IF YOU’RE TOO BUSY TO READ THIS ARTICLE, CHANCES ARE YOU’RE ‘TOO BUSY FOR RADIO ADS’ 3

IF YOU’RE TOO BUSY TO READ THIS ARTICLE, CHANCES ARE YOU’RE ‘TOO BUSY FOR RADIO ADS’

David Mashabela

RADIO. THE BEST OF 2011. RAB SOUTH AFRICA

Tanja Rea


IF YOU’RE TOO BUSY TO READ THIS ARTICLE, CHANCES ARE YOU’RE ‘TOO BUSY FOR RADIO ADS’ 2 - 4

Let’s face it, no one likes to read a long-winded article, much like no one likes to sit in a studio all day, toiling over a couple of 30” ads, right? But what happens when the hundreds of thousands of rands invested in airtime are riding on the power of your message? What then? Surely it’s worth slowing down and giving some focussed attention to the crafting and production element of your radio campaign? We sat down with a couple of radio engineering and production experts who concur that when it comes to producing well written and engaging messages, you’re better off zigging while everyone else zags - The results in brand awareness and actual sales, as they’ve seen, are worth it! Mashabela Creatives Founder, David Mashabela says; “Although there are a few advertisers who still enjoy selecting the right voice for a particular ad, getting the music that will capture the emotion they are trying to communicate or just want to be a part of the creative process that happens in the studio, they are, in 2011, fading out. The result of this is that more and more radio ads are starting to have the same tone and feel as super market newspaper inserts - just product and price. Mashabela insists that herein lies the opportunity for involved advertisers and their passionate engineers to shine - a well written, well produced ad on radio stands head and shoulders above the crowd. And isn’t that just the thing that marketers are forever chasing after?

Executive Electronic Producer at an agency that’s become renowned for its award-winning radio work, Net#work BBDO, Tanja Rae thinks that what it ultimately boils down to, is still always an interesting piece of copy; “Without copy that has a purpose, that evokes an emotion or likeability, you could have the best production team waiting to produce and still come up with pretty much nothing memorable. Next step is to surround yourself with the best sound engineers, producers, voice artists and language supervisors. The beauty of living in a digital era means that engineers have all the library music, sound effects and a multitude of plug-ins, at their fingertips. Yet, it still takes an excellent engineer to insist on going on a field trip to record the actual sounds of all the models of cars for a client, so that he can build up his sound effects library for that particular client’s future productions. This is called passion and I suggest finding an engineer that has truckloads of it. Radio production is an exciting process, where, when all the stars align, there really is no limit to the pictures you can paint in the mind’s eye.

RADIO. THE BEST OF 2011. RAB SOUTH AFRICA


IF YOU’RE TOO BUSY TO READ THIS ARTICLE, CHANCES ARE YOU’RE ‘TOO BUSY FOR RADIO ADS’ 3 - 4

IF YOU’RE TOO BUSY TO READ THIS ARTICLE, CHANCES ARE YOU’RE ‘TOO BUSY FOR RADIO ADS’

André Jacquemin

RADIO. THE BEST OF 2011. RAB SOUTH AFRICA

John Culverwell


IF YOU’RE TOO BUSY TO READ THIS ARTICLE, CHANCES ARE YOU’RE ‘TOO BUSY FOR RADIO ADS’ 4 - 4

From an international perspective, Creative Sound Designer and the man behind the sound design of films such as Imaginarium of Dr Parnassus and Monty Python, André Jacquemin says; “Part of the problem is that, due to budgets, people just aren’t looking at the bigger picture. The bigger picture, here, involves making a story out of a visual idea. Worldwide industry perception still seems to be that radio cannot be visual. The glaring truth of the matter is that you can paint powerful pictures with sound. This member of the Association of Motion Picture Sounds (AMPS) adds; “Over the 43 years that I’ve been doing this, I’ve seen hundreds of permutations of the same great ideas and jokes being done over and over and over again. Just because a concept has worked brilliantly, it doesn’t mean that one can’t look outside the box. I’m not sure if it’s the speed at which people have progressed within the industry, but everyone, the world over seems to be working radio so hard, fast and cheap. Once in a while you come across clever people who will put a lot of thought into what they’re doing, but as a trend, people aren’t thinking about what they’re writing about. As best practice, approach every radio production studio in the country and pick through their show reels to see what other people are doing. Listen to the radio. Find out what’s wrong with the commercials that are being made. The answers are out there”.

When it comes to a potent radio production package, where excellence is the norm, sound engineering doyen John Culverwell believes these are some of the boxes to tick; Too much information is crammed into 30”, where some radio commercials are read far too quickly - with engineers cutting out breaths and every conceivable pause so as to fit everything in. Consider this; pauses are the opportunity that our brains require to process the preceding information. If you leave them out, your ads won’t be heard, much less remembered. Remember that when you’re in a studio, the creative palette being used is sound. You should therefore guard against bringing unnecessary sounds into the studio, such as talking on cell phones or having meetings, this could affect the voice artist’s performance (one of the biggest contributors to a radio ad working or not!) or prevent them from hearing the instructions being given. Proper planning, pre-production, casting, length of script, timing, treatment and the right attitude and intent at the recording, will go a long way in improving the quality and results of your ad campaigns. It’s encouraging to see a small, but growing band of creative and professional marketers such as Kulula, Nandos, FNB (Steve) and Frank.net, who are approaching radio campaigns with the right production commitment. The results in commensurate ROI speak for themselves.

RADIO. THE BEST OF 2011. RAB SOUTH AFRICA

Radio Production  

Production

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