Monthly Archives

April 2019

Things to Consider When Creating a Radio Ad

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Radio advertising offers businesses several benefits, including speedy turnaround times, highly targeted audiences and the opportunity to get a direct response. This makes it an attractive medium for reaching out to people. Here’s a few things to consider when it comes to creating a radio ad…

Know your audience

Whatever you’re wanting to advertise, whether it’s a product, service, a special offer or event, your target audience must be at the forefront of your mind when creating marketing communications. Aside from knowing their typical age, gender and spending power, ask yourself, does your audience respond well to humour? Are they busy people, and therefore difficult to engage with? Having clear answers to these questions and more, will lead to the creative solution being as effective as possible. Having a clearly defined target audience will also help you decide where and when your ad appears.

Stick to one core message

When you’ve paid for advertising space, whether it’s a standard 30 second slot or shorter/longer, it can be really tempting to cram as much information into that time as possible. Too much information, however, leads to a diluted and confusing message that is difficult for the audience to digest. Instead of speeding through a list of specifications, features and bits of information, pick one core message, typically a benefit to the listener, and focus on that. Which leads us on to the next consideration…

Strong call to action

A strong call to action is perhaps the most important element of your advert, after all, you are advertising because you want to provoke a response from your audience; you want it to lead to something, whether it’s a listener picking up the phone, visiting your website, heading to their nearest store, casting a vote, signing up to receive a catalogue and so on! You need to decide what the next step in the process is for the audience, and concentrate on that single call to action. Asking your audience to do multiple actions will confuse them.

Invest in production

Each individual piece of marketing communication for a company, whether it’s a brochure, an editorial or an advert for example, has an effect on the public’s perception of your brand. If your advert is offensive, people will think the brand is insensitive. Too formal and people will view the brand as prudish. In the case of radio commercials, if the advert comes across as ‘low value’, then the audience will assume you provide a low value product or service. It might be tempting to cut costs when it comes to producing a radio commercial because there’s an immediate benefit, i.e. you save money, but in the long run this can be costly because of the impression left on the audience. So our final tip is to invest in the production of your radio ad. A well-produced radio commercial is more effective at engaging your audience, and more likely to get a response.

We hope you found this post useful. If you’ve got any questions regarding radio advertising, or you’re interested in a hassle free quote, we’re a simple phone call away – 0113 233 7800. Be sure to like us on Instagram and Facebook or follow us on twitter for more useful posts.

Are Brands Using Audio Effectively?

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“Sound is a nutrient for the nervous system. Love your ears…they are much more important than you ever realised.” – Prof. Dr. Alfred Tomati.

We’ve become so reliant on our visual sense these days that we undervalue our most deft and primal sense: the sense of sound. If we asked you to think of the Pepsi brand, immediately you’d think of the colours blue, red and white, you’d be able to visualise their circular logo, and perhaps picture the product in a tall glass with ice; but what does the brand ‘sound’ like?

Sound can help shape a customer’s perception of a brand, and shouldn’t be discarded from the overall brand toolkit, especially as it’s very effective on a subconscious level. Sound adds dimension, music adds emotion, and emotion creates memories.

From a retail and hospitality perspective, music adds a more compelling level of sensory experience that engages customers, thus adding to the overall brand experience, and ultimately enhancing people’s perceptions of a brand.

Just as brands have strict guidelines on the appearance and usage of logos and typefaces, they should also have guidelines to indicate what their brand ‘sounds’ like. In advertisements, brands that use music that matches their brand identity are 96% more likely to be recalled than those who use irrelevant or no music. Again, in a retail or hospitality environment, it is important the music used matches the brands identity, as it will inadvertently shape the customer’s perception of the brand.

This is why our clients are given a music policy, designed by our music profilers with the help of the client’s marketing team, which means every song they play in store, or in their bar, restaurant, bank or gym, is always on brand and always adding to the brand experience in a positive way.

The next time you’re in a shop or restaurant, pay attention to the music and think about how it makes you feel. What does it say about the brand? Is it how you’d imagine the brand to sound?

We hope you found this post useful. We’ll be there to help you as you make your journey into finding the right music for your business. Give us a call today on 0113 233 7800 to find out more.


Top Tips for Record Store Day 2019

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This Saturday, music lovers and particularly, vinyl lovers, will be queued from the early hours – some maybe even from the night before – outside their favourite musical mecca (record shop) to try and bag themselves some rare pieces of music. Yes, it’s Record Store Day 2019. Our Head of Music, Nick Bewes, looks at the history of the event and shares his tips for this year…

This is the day that independent record shops across the UK, and around the world, celebrate their shared love of records. There are hundreds of special releases from new acts, as well as recognised “superstars”.

It began in 2008, when there were just 10 special releases, and only 9 record stores in the UK took part, including the legendary Leeds shop, Jumbo Records. I’ve visited Jumbo on many occasions over the decades and it’s a special place, but on Record Store Day it’s even better. Everyone in the queue is there for the same reason, to buy some vinyl. People chat while waiting and it can be quite a wait! There’s usually some live performances as well to keep you entertained.

Check out the list of this year’s releases here In my experience, I would choose your ‘A List’ of tracks you want, then a ‘B List’, because unless you are very, very lucky, you unfortunately won’t always get everything you want. The last time I went, I didn’t get any of my first choices, but still bagged some great releases!

In true ‘High Fidelity’ style, here are my top 3 record shops to visit this Saturday (or any time to be honest) to experience Record Store Day at its best….

1 – Jumbo Records, Leeds

I’ve been spending money at this shop for 30 years, on and off. On Saturday, there’s live music from the brilliant Talkboy and Bang Bang Romeo.

2 – Loafers Vinyl, Halifax

A new entry from this shop in the beautiful surroundings of Piece Hall in Halifax. It’s got a really cool vibe, but don’t take my word for it. They have just won the Yorkshire Choice Award for New Starter Business of the Year. They have live music from Steve Pilgrim of Paul Weller’s band on Saturday.

3 – Piccadilly Records, Manchester

Another of the original UK stores to take part back in 2008, this is a great shop with a well-earned reputation. It was even featured in the last series of ITV’s Cold Feet. On Saturday, they have DJ sets from Tim Burgess of The Charlatans and A Man Called Adam.

Hope you all enjoy the day!

Nick Bewes – Head of Music

Be Relevant, Be Personal, Be Responsive!

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One minute it’s pouring down, next minute it’s blazing sunshine. Usually it’s, do you take a brolly or make sure you’ve got your sunglasses handy? The predictably unpredictable UK weather doesn’t just dictate our mood – it has a hugely profound effect on our purchasing behaviour across a wide range of industries.

So how do retail stores keep up with this and ensure the in-store messaging remains relevant and decisive against the indecisive British weather?

Weather-responsive advertising targets customers based on the local conditions and, unlike print, the medium of in-store radio can be quickly updated with relevant content reactive to the ever-changing weather.

From advertising ice-creams in supermarkets to sun cream in health and beauty, raincoats in clothing stores to outdoor furniture in garden centres, being adaptive to the weather and serving promotions and messages that are relevant to the customer at that time can be very effective in upselling to your captive audience in store.

So how does it work?

There are 3 main elements needed to make this happen:

The KVH Media Player

When connected to a broadband network, whether this be a physical LAN, Wi-Fi or 3G/4G SIM, the KVH Media Player has the ability to broadcast audio content by date/time and to individual or groups of stores. This allows your dedicated Account Manager to schedule your service exactly as you require.

As well as grouping stores by characteristics such as product offering and prices, by utilising live weather data, advertisements can be scheduled geographically in-line with the conditions around each store. Sudden change of weather? No problem, content can be ‘pushed’ to the affected sites within the hour.

The KVH In-house Studios

Our team of creative writers and producers can prepare a bank of content that match your brand and strategy requirements in our purpose-built audio studios. Don’t have anything prepared for the scorching sunshine that’s suddenly been forecast? One of your products or prices has changed? No need to worry, our production studios are in-house so no outsourcing is required, meaning content can be briefed direct and created with speed.

The KVH Studios team

Your dedicated Account Manager, producer and technical support are all on hand to create, implement and execute your weather-responsive campaign ensuring you don’t have to do the thinking when the sun comes out, you can just pop your shades on and enjoy it knowing your campaign is running successfully.

So that’s…

  • Flexible and targeted content scheduling with the KVH Media Player
  • Speedy and efficient content creation in the KVH production studios
  • Dedicated and experienced content management by the KVH Studios team

Ready to start responsive and targeted advertising in your stores? Give KVH Studios a call today on 0113 233 7800 or email to find out more!

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