INK TANK

Scientists Test and Refine “Theater of the Mind”

 

We radio people love to talk about “Theater of the Mind.”

Any of us can give you examples of it.

Some of us can even create it.

But none of us has ever been able to explain — step by step — exactly how to do it, and then back that explanation up with published clinical studies using evidence-based scientific process.

Until now.

Jeff Sexton, one of the partners of the Wizard of Ads, followed Roy H. Williams out of Nashville’s Ryman Auditorium on Monday, August 21, the day of Nashville's total eclipse, and fell into step beside him.

Jeff said, “I can tell from what you’ve been writing lately in the Monday Morning Memo that you’re following the same trail of research I’m following.”

Roy smiled and said, “Doesn’t surprise me at all. That’s why we call you The Professor.”

“That stuff about paratextual confidence is pretty mind-blowing, isn’t it?”

“Para-what?”

As Jeff began to explain, Roy realized that his partner had been following an entirely different group of cognitive neuroscientists on an altogether different trail.

What Jeff Sexton shared with Roy Williams during the next 20 minutes will soon be major news for advertising professionals around the world.

Radio ad writers, in particular.

Join Jeff Sexton, Roy H. Williams, and Eric Rhoads for the historic unveiling of this scientifically tested and proven method for creating Theater of the Mind, employing specific techniques to transport listeners into an alternate reality, resulting in significantly increased levels of listener trust in your advertiser.

Sexton will speak during the opening hour of Radio Ink’s Pre-Radio Show Event on September 5, 2017, in the Tower at Wizard Academy, Austin, Texas.

This is going to be like Woodstock. Thousands of people are going to claim they were there when this game-changing information was revealed, when in reality it was only 30 people.

Very few seats remain. And we’ll be taking a photo of who was really there.

Click here to register now, and use the discount code radioink for $500 off the full event price.

Eric Rhoads
Chairman, Radio Ink

 

Go Big Or...?

It is time for the radio industry to go big and do the unprecedented.

The number one metric radio has been touting is its huge reach. But for the most part this figure has fallen on deaf ears at the country’s major ad spenders.

Advertisers like to generate reach quickly. They are enamored with reach velocity, which is why they are willing to pay a premium for network TV, major sporting events, and awards shows.

Reaching potential customers immediately is considerably more appealing to most major national advertisers than building the same amount of reach over a three-week campaign.

The Chicago broadcasters “get it,” and have illustrated the power of radio and its ability to generate instant reach with the roadblock broadcast of a client touting the power of radio. And before that, 47 radio stations, also in Chicago, broadcast a 30-minute conversation with the city's mayor.

Let’s take it up a notch and get all radio broadcasters throughout the country to band together to synchronize their clocks and make available to national advertisers a TDB number of roadblocked commercials each week. The reach (19 million-plus) generated would rival top-rated TV shows and would be DVR-proof while opening up a new revenue stream for the medium.

Katz or the RAB could approach any number of national advertisers — the automotives, which are constantly debuting new or updated models; the studios that are touting the next blockbuster; or any other national advertiser who is promoting a time-sensitive, call-to-action sale or event.

Offering these advertisers this type of mass-reach option would likely be an appealing marketing proposition.

I understand that this might not be as simple as it sounds for a number of reasons — the first one being syndicated shows — but it is worth investigating with a “How can we?” mindset.

Bold moves are required to reinvigorate the industry’s revenue outlook. This tactic could be one of them.

It might make sense to begin this conversation at the upcoming Radio Show. I'll be there. Let's talk.

PS: If you're going to the Radio Show, Roy Williams and I will be revealing some new concepts for radio at a special pre-convention one-day event at the Wizard Academy on Tuesday Sept. 5. It's only open to 30 people and promises to rock radio's world. You can learn more here.