VO-BB - 20 YEARS OLD!

[RodSpots]

Here are two radio spots created for the same client and essentially the same purpose (the introduction of a new bank in our community). The :30 is a "junior" version of the :60. To anyone inclined to offer his or her opinion: if you were making the decision, would you choose to run the :60 exclusively, the :30 exclusively, or rotate both spots?

Thanks, in advance, for any feedback you care to provide!

-Rod

http://audioboo.fm/boos/783568-wa-trust-60-say-hello-demo

http://audioboo.fm/boos/783571-wa-trust-30-say-hello-demo
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"When you can do the common things of life in an uncommon way, you will command the attention of the world." – George Washington Carver (Thanks to my daughter Rebecca for the quote.)

http://rodspots.com

[todd ellis]

i like 'em both - but for me (speaking a as a media buyer for the client) i'd choose the lower rate of the :30 + more frequency. where's pam when you need her?
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"i know philip banks": todd ellis
who's/on/1st?

[RodSpots]

Todd,

Thanks for taking time to listen and respond. Radio doesn't have a universal standard in pricing :30's vs. :60's. Some stations double the price of a :30 to arrive at a :60-second rate. Others charge a premium of 20-25% for the longer length. In the latter case, one could argue that the additional premium paid for the :60 would be offset by the opportunity to tell a fuller story (and on a cost-per-second basis, the :60 actually would be cheaper).

Appreciate your feedback, Todd!

-RS
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"When you can do the common things of life in an uncommon way, you will command the attention of the world." – George Washington Carver (Thanks to my daughter Rebecca for the quote.)

http://rodspots.com

[heyguido]

When buying media, frequency and placement are key.... But frequency is king.

One message, distilled to its essence, stated simply and effectively.... Then repeated until it can't be ignored or forgotten, is far more effective.

Think of it as artillery.... Target, then fire for effect.
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Don Brookshire
"Wait.... They wanna PAY me for this?"

[Bruce]

I love :60's if you can run them...fewer ears for the buck, but more story and/or more re-enforcement of your message.

In this case however the :60 was way too crammed with copy. Less chance to "see" the story unfold and retain it. The :30 was a titch more relaxed, but still pretty speedy.

After listening to both I had a hard time remembering the name of the bank, too. The name kind of gets glossed over, at least in my one time listen.

My vote? Take out 25% of the copy, make sure the word "trust" is in the story and link it to the name of the bank, re-read, run the :60's for a while to get the whole story out, then run :30's for the rest of the campaign to reinforce the original message.

Well, you asked.

B
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VO-BB Member #31 Enlisted June, 2005

I'm not a Zoo, but over the years I've played one on radio/TV. .