Insight Advertising, Marketing & Communications

Does The Voice Match The Brand?

The other day on our radio show, Insight on Business, we talked about radio and television commercials and making sure the voice used on the commercial matches your brand.  If it doesn't...it can harm more than help.

This came up the other day when we were listening to the radio and heard a voice over for a well known Des Moines business.  Now, the national brand of this business is very masculine.  The "voice" and image of the national brand is a deep rattle that matches the trademark sound of the product.  In other words, the "voice" matches the brand.

Except when this local business hit the air.  The voice used in the ad was anything but a "deep rumble".  Oh he tried...but it sounded forced and at one point I thought it was a 13 year old boy who's voice had not yet changed.  To my knowledge this is also the third or fourth voice used in their local radio ads...

A couple of issues:  1)  The items sold by this company are high ticket.  The voice, clearly an amateur, took away from the richness of the brand.  2)  "Voice shopping" should be done in private...not public.  3)  If the company was skimping on voice talent to save money, they did.  But at what cost?

One other thing, and my friends in radio and television will agree, you can get the station to voice any of your ads...for free.  But, then they sound like everybody else who has had the station do them for...free.  If you are paying top dollar to run the ad...wouldn't you want the ad to sound the very best and different than the others?

Voice talent is an investment...not a cost.  Here is proof:

Sam Elliott - Chicken or Beef - People still can't swallow the new Matthew McMonaughey read...sorry.

David Duchovny nailed it for Pedigree Dog Food...nobody could have done better.

Kate Walsh - Cadillac CTS 2008 - Who can forget, "When you turn your car on...does it return the favor?"

Bottom line...spend a little more on your production and you'll get more...

Thanks for reading, Michael Libbie - Insight Advertising, Marketing & Communications

 

 

Tuesday Morning With Elm Street

I'll be out of the office on Tuesday morning attending what is being called, by Citadel Radio Group of Des Moines a, "break through event about business".  It features a group known as Elm Street and Elm Street Economics.  We are told this seminar will help us "connect with consumers". Terry Peters the head of the Des Moines radio group has been telling people this thirty-dollar, half day seminar, is about building more business and there will not be a sales pitch offered at the event.

The Urbandale Chamber of Commerce is co-sponsoring the event.  Both groups have spent considerable time and effort pushing the meeting, which will be held at the Hotel Fort Des Moines.  (Why there and not in Urbandale...we're not sure....).  And how many folks will be there?  We think plenty...after all...there is the promise of a "magic bullet".  We'll let you know the numbers.

Here is our take...and we haven't yet been to the session that runs all morning long.

We believe, based on what we've written over the years, this program will share with you several important facts.  And remember, we've not been to the show.

• The Consumer is Changing - The public has come face to face with "needs" vs. "wants".  That means the person you are marketing to will not be moved with messages based on luxury.  The consumer today wants...value and trust.
• The Consistent Message- When you are in the face of an economic slump it's important that you keep the message in front of the consumer and keep "on message".  There are enough "changes" in the world.  The consumer needs a friend and if you are consistent..you are nearly there.  Build trust...see above.
• The Eyes Must be Open - You will not be able to influence today's market with yesterday's message.  It's not going to work.  You need to match your product or service to the trends.  And, those can shift...daily.
• The Stale Message - You can not impact the market with an old message.  What may have worked yesterday will not work today or tomorrow.
• Know your Customer - You can't take the chance and guess.  You need to know who and what your customer needs, and yes, still wants.  Then you create the message to match.  How do you learn "what"?  Pay attention to Social Media, the news, keep your eyes open.  The public is not really that hard to read.
• Connect with New Methods - Once upon a time there was radio, television and the newspaper.  Today if you are banking on those media outlets to help you thrive and survive...pack it in.  It's over.  You need to learn new ways to communicate with your customer base..do we hear a little social media here?

Once again...I've never heard the speech, never heard of "The Center for Sales Strategy", never heard of Mike Anderson.

It's just that our advertising agency, Insight Advertising, does this for our clients...every day.  We preach it to the masses and wherever two or more are gathered.  And, we've written about each one of these topics and more...for over three years.  Maybe they've been reading our stuff...or coming to our lectures?

Look, we're grateful they are bringing the show to Des Moines.  Honest.  More people need to be made aware of how to connect with the consumer.  But, then again...you can listen to our daily radio show, Insight on Business...for free.  We've been talking the same story...

So, we'll let you know what we find out...and pass those nuggets on to you.  In the meantime.  Keep working, learning and listening.  It could mean the difference between success and failure.  And...nobody wants that.  Failure that is...

Michael P. Libbie - Insight Advertising, Marketing & Communications.  See our work at www.InsightCubed.com where you can also connect with our radio shows.  And...follow us on Twitter, @MichaelLibbie. 

 

Television - Still Magic

Yesterday I was at the television studios for Iowa Public Television to tape a segment for The Iowa Journal with Paul Yeager (far right).  With me on the show, which will air on May 29th at 6:30PM Central, was Mike Templeton from the Iowa Hospital Association.  We were there to talk about Social Media and its impact on business.

I've posted a link for a sneak peak on our Radio Show Blog - Insight on Business.

I've spent time in television studios in three different states over the past thirty years...and I still get a rush about how magic it all is.  Not only that, but if you are an Iowan you can be enormously proud of the Iowa Public Television facilities.  They are amazing and first rate.  Not one AVID but...five.  The HD control rooms are first rate and the production studios the very best I've seen.  We all, should be proud.

Back to the "magic".  Even for "old hands" the difference between what you "see" when watching television vs. what it really looks like and what is really going on is like night and day.  And...frankly...there is a reason for that.  It's all about image and yes, the magic. 

Television is a powerful tool adn one we use for our clients.  Pricey?  Sure...but still powerful.  The KEY to a successful television campaign is understanding how to craft a great looking, attention getting solid video message along with great text.  And...then it is the edit that makes television sparkle.  Never forget that the editor is so vital in making the message work.  That...and knowing what to do and how to get it done.  Never forget...and never settle for second rate.

Our thanks to Paul Yeager the Host of The Iowa Journal for the opportunity to come on and talk about social media.  Again, that show will air on May 29th at 6:30PM Central.

Michael P. Libbie, Insight Advertising, Marketing & Communications where you can follow us on Twitter @MichaelLibbie and check our work at www.InsightCubed.com

Do It Yourself Television Advertising...really?

"Do you folks do video and television commercials?"  Yes, yes we do.

I got a call the other day from a young lady who works for an upscale shop in Des Moines.  She wanted to know what it might cost to shoot a thirty-second television commercial.  It was clearly her, and the shops, first time in this world of TV.  She told me about her thoughts:  "We want to show quality and how buying the best makes a real value statement.  We want to reach a specific demographic that understands this." 

She went on telling me her ideas regarding the video treatment.  It seemed that she had a "handle" on the look and 'feel' of the project.  Of course I had some questions:

• Will you be using experienced talent or volunteers? - "Volunteers"
• Will you want to shoot on location? - "Yes, in an upscale home."
• Where are you planning on airing the ad? - "We're looking at cable."
• Will there be speaking parts or a voice over?  "We're not sure at this point."
• How long will you air the commercial?  "We're not sure yet."

And then THE question:  "So, tell me what kind of budget number do you have in mind for the project?" - "We're not sure, can you give me an estimate?"

This is where it starts to get weird...  I told my eager young friend that it all depended on what they wanted.  Doing a location shoot, volunteer talent, edits.  ( At this point in injected that our editor has an Emmy for editing...honest - here's the photo: check over Bob's left shoulder on the monitor.)  Hey good quality is good quality!

Her reaction: "Well, I'm not sure we need an Emmy Award Winner..."  OK...so I went on:

I told her the cost would be "someplace" between $1,500 and $3,500 (could be higher too) depending on what she wanted. The response, "That sounds like a lot.  Why the cost difference?"

I went on to explain quality, the cost of continued time or "takes" using raw talent, on-site video work costs more than studio work, speaking lines or voice overs, proper edit to make it sparkle, camera quality...and the fact that they were in the very early stages and didn't exactly know what they wanted.  "You know, somebody will have to write this piece."

She said, "Oh that should be easy!  I took a class in college about broadcasting.  I still have the book on how to write a thirty-second ad."  And, "What if we use stills and shoot the photos ourselves?"

I stopped talking and listening at that moment wondering to myself where in the world the "...high quality and buying the best..." statement went?  We went from showcasing "quality" to "do it yourself".

Guess it depends on who is selling and who is buying...and we're in a learning curve.

Michael P. Libbie - Insight Advertising, Marketing & Communications - We're not sure we'll hear back...we hope so because we're all about quality.  Thanks for reading.  www.InsightCubed.com On Twitter at @MichaelLibbie

The "Food Dude" This Sunday on Highway 6

If you live or work in Central Iowa you've no doubt read the articles in CityView by Jim Duncan - "The Food Dude".

Recently Jim wrote a piece on "The Way We Eat - Cutting out the middleman with fresh and local foods".  Jim will join us on our live radio show this Sunday morning at 8 on 98.3 WOW-FM to discuss the fresh food brand.  Is it a fad and fancy or here to stay?  What did he learn about Buy Fresh/Buy Local?  What is the impact on area restaurants and grocery store chains?  How have, in his words, producers built the brand?  And...even...what the heck is it?

Jim Duncan - "The Food Dude" this Sunday morning on Highway 6 - Your Road to the Country.

In a related "food" development:  This Saturday the 16th television network Bravo and the program "Top Chef - The Tour" will be at the Des Moines Downtown Farmers Market.  If you are interested...here's the story.

Michael P. Libbie - Insight Advertising, Marketing & Communications where we're into fresh, local and good!

Selling "The Box"

Welcome to our publication about advertising, marketing and public relations.  Thanks for coming by.

For as long as I can remember my Mother kept our families "important papers" in The Green Box.  The most common sight around our home was Mom sitting in her chair guarding whatever was in "The Box".  I never looked inside.  It was sort of like opening The Ark of Moses...get too close and POOF!

That's why it was so surprising when I called several months ago and she went on and on about her new purchase.

The Suze Orman Blue Box...

What?!?  "You mean you gave up The Green Box for some plastic blue thing made in China?"

"Yes, and it's wonderful!  It only cost me $66 plus shipping and handling.  I paid with "Easy Pay" on QVC." (This from a woman who watches every penny like a hawk...she says it's a "Depression Era Thing".)

"What's the matter with The Green Box?  After all it's served our family for over five decades?"

"This is better.  I just love Suze Orman and those nice folks on QVC."

Ain't marketing great?

That's what sold her the New Blue Box (NBB).  The NBB is a simple extension of what she had.  Sure it opens differently and it is blue!  But what separated Mom from her $66, plus shipping and handling, was the marketing.

We try to tell folks that story all the time.  Far too often it's not what the product is...as much as it is how the product is marketed.  Have a good story, told by a convincing pitch-person or great campaign and have the media budget to run it...it's ice to Eskimos!

What a classic story...

Michael P. Libbie - Insight Advertising, Marketing & Communications where we help folks market their products every day.  Long live the NBB and Mom!

The Nightmare of DISH Network

WARNING:  You do not have to read this rant.  I am only writing it because my doctor told me it was better to do this than go back on Prozac!

Just kidding...but this is such a nuts story of poor performance...we had to share.

When we purchased the BIG new TV we decided to try digital.  We were going to go with MediaCom and my friend John Kelling but there were some wiring issues we could not correct.  So...we knew somebody, who knew somebody who was selling DISH Network and we called. 

That was about a year ago and I can report to you that the system works about...80% of the time.

The only time is doesn't work well is when it rains.   Or, when the wind is blowing hard.  When it snows the reception is pretty bad and it will cut out.  But...when there is no wind, moderate temps and no precipitation...it sometimes works.

In November we were out for about a week and we called.  A nice man from a friendly country came...the same guy that had installed it...and put some wire in.  Got a bill for $29 and the system worked...pretty well until January.

The night of the Super Bowl we were watching and the picture started to go out.  Oh Oh...  We made it through the game but the next day, nothing.

So...we called and set up an appointment with DISH Network for the 19th of February.  I had to stay home between noon and five. 

Nobody showed.

So...a little ticked...I called and a nice young man from Spokane cut my rate and rescheduled for today the 27th between noon and five with some company called BLUE SKY SATELLITE from Kansas.

Nobody showed...or called.

So, that makes ten hours I waited for service.  Not too happy with the entire thing, I called back today and was told they canceled because they did not get permission to drill.  Drill?  Drill for a technical issue?  How do they KNOW they have to drill anything they have NOT SEEN the issue...I know that because we still have SNOW on the ground...no tracks.  No Blue Sky...hmmmm

So, I blog.  And ask you the question.  Anybody else had this lousy experience with DISH Network or BLUE SKY from Kansas?  Anybody happy with their service?  Anybody got a suggestion?

So...I blog...and, because I can, we'll ask the same questions this week on the two radio shows I do.  Maybe John Kelling will call and invite me to try MediaCom?  In the meantime I'll send them all a bill for my time. 

OK...I'm almost calm now.

Michael P. Libbie - Insight Advertising, Marketing & Communications where if our service was this BAD...we'd long ago been run out of town.

You Shoot...Video Too?

Sure!  It's one of the options our advertising agency clients have.

We could "farm out" the production to other folks but we think the best work comes from people we already know and work with all the time.  That's not to say other companies that specialize in television or video production are not good.  Some are simply great!  It's just that when we're involved from the "video treatment" all the way through final edit the close relationship we have with our clients shows.

Here we are setting up for a shot on location in Missouri with Lyle Steinman spokesperson for Country Vet Pet Foods of South Dakota.

One of the things many clients don't understand is the TIME that goes into video production.  They are surprised that a four minute video or a thirty-second television commercial takes hours and hours to plan, shoot and then edit.

It's all part of the process.  The the final reward is putting our client's product or service in front of thousands, if not millions, of consumers with a well thought out and attractive piece of film.

Want to learn more?

Michael P. Libbie - Insight Advertising, Marketing & Communications where our shooting is usually confined to film...

Is There Truth In Advertising?

We're in the advertising and marketing business.  We're often asked if there really is truth in advertising...and what the effects might be.

The simple answer is, "Yes!"  We know when we are coming up with an advertising slogan, image or brand we always make sure we're telling the truth to the end user.  Does it work?

We hope so. 

But, to better tell you the story about Truth in Advertising let's re-visit a scene from my OLD RADIO DAYS.

We had a guy who worked for the station as a "part-timer".  Those of you who have worked in radio know that the "part-timer" is on the next to the lowest rung in at the station.  The lowest position is reserved for the Sales Manager.  Well, at least that's the way it was with us "on-air and production types".

His name was "Chris" but we called him "Goat-Boy".  It was "Goat-Boy" that we sent out on some of the more...entertaining...(yeah, that's it!) missions for our morning show.

We'd have him "miked up" and send him out to ask drive up restaurant people for dates or cash a three-cent check.  Lot's of goofy stuff that, at the time, we thought was really funny.  (And this was before Jackass The Movie.)

Once we decided to send "Goat" out to a street corner to hold a sign that said:  "Money For Food".  He was dressed in his finest "street person" clothing.  We mentioned that he was out there...but didn't to say it was "Goat".  We just said there was some "homeless dude" on the corner with a sign and to "check him out".

As I remember, "Goat" collected $1.48 for food.

The next day we sent him out again.  This time his sign read:  "Money For Beer".  Once again we told the listeners there was this strange guy on the city street corner holding up a sign.  We couldn't read it from where we were...but they should maybe check him out.

"Goat" collected $15.98 for beer.

$1.48 or $15.98.  Truth in advertising.

Michael P. Libbie - Insight Advertising, Marketing & Communications where we'll hold up your sign...anytime!

Do What You Do Best & Leave Advertising to Us

Some of you know that I do a couple of radio shows here in the Des Moines Market.  The photo on the left is our call screener and board operator Jason Cochran.  Both shows, "Highway 6 - Your Road to the Country" (a rural lifestyle radio show) and "The Iowa Sportsman Radio Hour" (an outdoors show) originate at the same station 98.3 WOW-FM.  The broadcast radius is about 70 miles or so...roughly 750,000 folks in the market.

I enjoy doing radio.  I've been doing either radio or TV in one form or another since I was 17 years old...That was a LONG time ago!

So, why the background?  Because I want to set the stage for a lesson.  If you use radio (or TV) less is often more when it comes to your produced message.  In other words, you've got 29.5 seconds to get your marketing/sales message out.  Use that time wisely.  The other part of the message is, "Your job is to make the product or service, our job is to help you make it great."

Here is a story about a national company that doesn't get it.  I'm trying to help.

The company, Hoyt, is a major manufacturer of bow-hunting equipment.  They are located in Utah.  These folks really know how to make superior bow hunting equipment.  World class stuff!  But, they, it seems, don't have a clue regarding "how" to market using the broadcast medium.

They have a co-op program for radio.  So there is an "official" or "Pre-Approved Radio Script".  It says it is for 'thirty-seconds".  However there are (without putting in dealer names and addresses) 82 words in the script.  Along with this line: "...innovative Stealthshot String Suppression System and much more!"  Go ahead, try to say that within two seconds.  The words tend to get mangled pretty well...and wouldn't you think that the main point of the entire ad should be carefully spoken?

There are way too many words and not enough time.  I tried to ask them about this.  I called Hoyt and asked for the person whose name is on the radio script.  However, Dave no longer works there.  I then left a message with another person in their marketing department.  That was over a week ago.  Kevin never returned my call.

Here is the bottom line:  Folks who make world class products or provide world class service don't always know how to market the products or services they produce.  Often they think that by employing an "in-house" advertising agency they are saving money and getting things done "the way they want".  But in the end...it costs more.

We're not looking to take over Kevin's job or the Hoyt account.  Not interested.  We want to share with folks who are reading this blog to know the difference between creating products and services and then having the ability to market and advertise them.  It ain't the same thing.

Michael P. Libbie - Insight Advertising, Marketing & Communications where we need to disclose that most of us have failed the Evelyn Wood Speed Reading Class.